In the E-generation, where social media is booming, New York-based clothing brand ALYX has been able to win a wide range of responses without a runway show or overwhelming advertising strategy, thanks to the charisma of designer Matthew Williams, who has worked as a stylist for singers such as Lady Gaga and Kanye West, as well as collaborating with Off-White designer Virgil Abloh and Heron Preston to create the Been Trill. White designer Virgil Abloh and Heron Preston to create Been Trill. In 2015, Matthew Williams set up a brand under his daughter's name ALYX, with unique design aesthetics and solid tailoring concepts, creating a wave of high-end street style. Although initially focused on women's wear, the unisex, genderless image has been embraced by trendsetters such as A$AP Rocky, Kanye West, and G-Dragon, and was a finalist for the LVMH Prize in 2016.

Although most people know Matthew Williams from celebrities, those are not the aesthetics that the designer really wants to express. The reason why he started his own label is to get rid of other people's influences and to be completely true to himself, which is why he called the first collection of ALYX “My First Time”. In August 2017, ALYX officially launched its men's collection. The reason for the move from women's wear to men's wear was simple: Matthew Williams wanted to design clothes that he could wear himself, and he wanted to convey the images in his head through his clothes, so that the clothes would reflect his true self. ALYX changed its name to 1017 Alyx 9SM, and together with Kim Jones and Virgil Abloh, it was recognized by the American GQ editor as "the future of menswear", and to a certain extent, it became a force to change fashion.