Founded by Matthew Williams, a former creative director for Lady Gaga & Kanye West, Alyx is a modern womenswear collection that finds inspiration in Williams' Southern California youth. "I always refer to my wife Jennifer Williams’ personal style. We both grew up in California and are inspired by our adolescence, skateboarding, ditching school to drive around blaring music from our cars and going to amusement parks." A LVMH Prize Finalist in 2016, Alyx is unique in its approach to producing streetwear-influenced designer fashion. Williams' painstaking research into fabrics, construction and attention to even the smallest details (not to mention only working with the top ateliers in Italy) has created a serious attention around this young brand.