Alyx founder and creative director Matthew Williams (born in Chicago, raised in California) is a man of his times. He moves quickly between the fields of sports, design, high fashion, street culture, and music. Amongst his friends and fans are some of the most influential in the industry. The likes of Virgil Abloh, Drake, Skepta, Travis Scott, Kanye West, and others support Alyx from day 1. After making a name for himself as creative director for Lady Gaga, his real fashion breakthrough came in the form of streetwear label BEEN TRILL, cofounded with Heron Preston and Virgil Abloh (Off White, Louis Vuitton). The popularity of that project created a jumpstart into the world of luxury streetwear. In 2015 Alyx was founded, first for men and later for women too. The Alyx look is all about mixing hard-edged luxury clothing with a deep affinity for street culture. His design aesthetics include leather, metal hardware, nylon, and other activewear references. The in-house created, signature Alyx buckle has built a reputation of his own and can be found all over the collections. Recent collaborations with Moncler, Dior, and Nike have further confirmed his status as a man of the moment.