Matthew M. Williams & Adrian Cheng Reveal Bold Vision For 1017-ALYX-9SM
by Adriano Batista
1017-ALYX-9SM has recently announced a partnership with Adrian Cheng, a Hong Kong cultural entrepreneur and founder of K11 Group. The partnership marks a new era for the brand, aiming to bring it to new heights of creativity and authenticity, while catering to the Gen Z audience that values originality, diversity and sustainability.
One of the major changes for the brand is its relocation to Paris, where it will establish its design and creative studio. The brand will also return to Paris Fashion Week, where it will showcase its menswear and womenswear collections separately. The brand hopes to explore new ways of presenting its collections to the press and buyers, while also engaging with its community through digital and physical platforms.
The partnership with Cheng also opens up new opportunities for the brand to expand its product range and distribution channels. Cheng, who is known for his expertise in retail, art and culture, has identified these two areas as the main priorities for the next two years. The brand plans to adopt a new approach to wholesale, as well as open standalone retail stores in the top 10 key cities that are relevant to its market demographics.
The brand also places a significant importance on the direct-to-consumer (DTC) channel for its growth. The brand believes that this channel allows it to connect more directly and intimately with its customers, and offer them exclusive and personalized products and services. The brand plans to launch a series of DTC drops throughout the year, with distinctive branded narratives that highlight the brand’s story and vision.
The year 2025 also marks the 10-year anniversary of 1017-ALYX-9SM, which is a significant milestone for the brand. Matthew has planned a series of events, exhibitions and special print materials to celebrate this occasion, and to thank its supporters and collaborators for their contribution and inspiration. The brand will also launch exclusive drops and re-editions throughout the year, in key cities where the brand has a strong presence and following.
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