As luxury streetwear label 1017-Alyx-9SM nears its 10-year milestone, the brand has shared plans emphasising a renewed focus on women’s fashion. This shift is led by founders Matthew M. Williams and Hong Kong-based entrepreneur Adrian Cheng.
The relocation to Paris is significant as the brand intends to take part in the upcoming Paris Fashion Week. This move marks a return to Parisian runways, where 1017-Alyx-9SM is set to debut its Spring/Summer 2025 menswear collection.
The brand would pay attention to womenswear, highlighting collaborative ventures and a celebration of craftsmanship in this domain. This refocusing aligns with 1017-Alyx-9SM’s broader strategy to expand its range and appeal to diverse customers and it states “a new approach to wholesale”.
Expansion plans also include the opening of independent retail outlets in key cities, catering to the brand’s specific demographic. This comes with a push towards a more direct-to-consumer model, supported by various in-person events and product launches.
In a recent statement, the company stated “Embracing the new and exciting possibilities for the brand’s future, Williams and Cheng both share a unified vision of pushing boundaries and making a meaningful impact in the industry. They are eager to explore the transformative power of fashion and its potential to bring about positive change.”
