1017 ALYX 9SM was founded by Matthew Williams in 2015. Williams is a well-known creative in the industry as he was once a part of the creative collection “Been Trill'' alongside Virgil Abloh, Heron Preston, and Justin Saunders. He is also recognized for working alongside Kanye West and was once the creative director for Lady Gaga. 1017 ALYX 9SM puts an emphasis on being a sustainable brand and uses eco-friendly production processes where they can.

Based in New York and produced in Italy, 1017 ALYX 9SM pulls inspiration from California and New York City skate, punk, and club subcultures. The brand is the epitome of fusing streetwear with high fashion and leatherwear. The brand is widely recognized for its iconic roller coaster buckles that can be found on a variety of accessories such as belts, chains, and bags. The idea for the roller coaster buckle originally came to him after a trip to Six Flags. Each piece highlights commitment to detail, innovation, and emphasis to push new ideas forward. Slimline tailoring, luxurious fabrics, and aggressively elegant accessories offer consumers a complete wardrobe.

1017 ALYX 9SM has gained notable popularity and can be seen worn on a variety of high profile celebrities including Travis Scott, Drake, A$AP Rocky and more. Notable collaborations include Nike, Moncler, and Stussy.