1017 ALYX 9SM is a streetwear brand for women and men whose father is Matthew M. Williams - a DJ who collaborated with Lady Gaga during her world tour, Alexander McQueen and Kanye West. Being obsessed with subcultures, Williams takes inspiration from skateboarding environment, Berlin's techno scene and Dutch kids in nylon tracksuits. Blending lots of ambiguous motifs and changing the intended use of utilitarian items, like rollercoaster buckles, he can indulge his followers with subversive oversize T-shirts, hoodies, workwear jackets and sweatpants.