After a decade of experience in the fashion world (including collaborations with Kanye West), designer Matthew Williams created Alyx. Named after his daughter, the New York-based brand combines geographic influences from Williams’ Chicago hometown and California upbringing. Alyx fuses streetwear, skate culture and high-fashion with cheeky graphics, slogans, and fun updates like leather and embroidery to keep the brand street-savvy with a playful edge.