Alyx

Welcome to 2nd Culture, Amsterdam's destination for curated 1017 ALYX 9SM. Our handpicked selection brings together Matthew Williams' utilitarian tailoring and technical hardware, from the signature rollercoaster buckle to rare Nike collaborations. Every piece in our collection tells the story of a brand that turned safety equipment into a luxury language of its own.
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The Story Behind 1017 ALYX 9SM

Matthew Williams launched 1017 ALYX 9SM in 2015, naming it after his birthday (October 17), his daughter Alyx and the brand's first studio at 9 Saint Mark's Place in New York. Before starting his own label, Williams worked with Kanye West and Lady Gaga and co-founded Been Trill alongside Virgil Abloh and Heron Preston. That background in music, art direction and streetwear shows in everything Alyx makes.

Just a year after launch, Williams was named an LVMH Prize finalist. The brand made its Paris Fashion Week runway debut in 2018 and has since become a reference point for how streetwear and high fashion can share the same rack. Williams later became creative director at Givenchy, a role that only deepened the brand's reputation for precision and craft.

Iconic Collaborations

Alyx built its name on partnerships that translate its design language into new territory:

  • Nike: the Nike Air Force 1 High got the Alyx treatment through the rollercoaster buckle, replacing the classic Velcro strap with anodized aluminum hardware.
  • Moncler: technical outerwear reworked with Alyx's utility DNA.
  • Dior Men: accessories designed for Kim Jones' SS19 collection, cementing Williams as one of fashion's most in demand collaborators.

If you're drawn to that same mix of technical materials and refined detailing, our Stone Island collection is worth exploring too.

What Makes Alyx Instantly Recognisable

Alyx pieces are built around a few signature elements that make them easy to spot, and even easier to want:

  • The rollercoaster buckle: inspired by a trip to Six Flags Magic Mountain, this hardware closure appears on belts, sneakers and outerwear alike.
  • The chest rig: a utility accessory turned wardrobe staple, worn as a statement piece over jackets and hoodies.
  • Mono boots and Mono slip ons: a futuristic, single-piece silhouette that blends sport shoe construction with high fashion proportions.
  • Technical fabrics: Alyx leans on advanced and often recycled materials, reflecting a design process built on research as much as aesthetics.

Curated and Authenticated at 2nd Culture

Alyx is a brand worth getting right, and that's exactly what our team does. Every piece we source is authenticated by people who know the difference between a genuine rollercoaster buckle and a knockoff. We handpick our collection with the same care Williams puts into his designs, so you know what you're bringing home is the real thing.

How to Style 1017 ALYX 9SM

Let an Alyx chest rig sit over a plain black hoodie, add straight leg trousers and finish with the Mono slip ons for a look that feels equal parts runway and street. Or keep it minimal: a rollercoaster buckle belt over dark denim and a fitted tee lets the hardware do the talking. Alyx rewards restraint, one strong signature piece is often enough to make the whole outfit.

Sizing and Fit

Alyx runs true to size across most of its ready to wear, though its tailoring can feel slightly slimmer through the shoulders due to the brand's technical, structured cut. For footwear like the Alyx x Nike Air Force 1, we recommend sticking to your regular Nike size. If you're ever unsure, our team in Amsterdam is happy to talk you through fit before you buy.

FAQ - Frequently Asked Questions

What is 1017 Alyx 9SM and what does the name mean?


1017 Alyx 9SM is a fashion label founded by Matthew Williams in 2015. The name references his birthday, his daughter Alyx and the brand's first New York studio address.
Who is the designer behind Alyx?

Matthew Williams is the founder and creative director. He previously worked with Kanye West and Lady Gaga before launching his own label, and later became creative director at Givenchy.
Why is Alyx so expensive?

Alyx uses premium and technical materials, produces in small runs and invests heavily in hardware development like its signature rollercoaster buckle, all of which drive up production cost and resale value.
What is the Alyx rollercoaster buckle?

It's the brand's signature hardware closure, inspired by a rollercoaster safety mechanism, used across belts, bags, sneakers and outerwear.
Does Alyx run true to size?

Most Alyx pieces run true to size, though the tailoring sits slightly closer to the body. Sneaker collaborations typically follow standard sizing for the base silhouette.

Come by 2nd Culture in Amsterdam and see the rollercoaster buckle up close, our team can walk you through authenticity checks and help you find the Alyx piece that fits your rotation. Prefer to browse first? Check the current collection online and reserve your size before it's gone.