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ALYX, the brand founded in 2015 by creative director Matthew Williams, will now go by the name “1017 ALYX 9SM” ahead of Paris Fashion Week.

The news was communicated by the brand via a statement that also confirmed its show at PFW would take place on Sunday, June 24.

The new name includes a numerical reference to Williams’ birth date and an abbreviation of the brand’s founding studio on Saint Mark’s Place in New York City. 1017 ALYX 9SM worked with London-based design studio OK-RM to come up with a new name that would convey the label’s values and help it achieve longevity.

Commenting on the name change, Williams said, “Fashion is not just about making clothes. It is an applied art form. It is a way of seeing and an approach to the world. ALYX must be a representation and record of what we believe in.”

What do you think of ALYX’s new brand direction? Let us know your thoughts in the comments.

In further style news, KAWS and Uniqlo are teaming up again on a ‘Sesame Street’ capsule. Read more here.

Footwear Staff Writer

My mum says I won’t win a Pulitzer writing about Supreme. She’s wrong.

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