When the man behind a brand has career origins with the likes of Lady Gaga and Kanye West, and previously co-founded a design and arts collective with Virgil Abloh and Heron Preston, very little to no introduction is truly needed. In the mid-late 2000s, American creative Matthew Williams went from college dropout to creative director for the Haus of Gaga and art director for ‘Ye’s DONDA creative label, and the fashion world has had their eyes on him ever since. After trolling the digital world for a few years, he and his Been Trill partners cashed out and parted ways, with Williams, Abloh, and Preston all continuing to launch their own individual projects. In February 2015, Williams debuted ALYX (pronounced “ah-leeks”), his very own fashion house.

After the recent release of ALYX's "Halcyon Blvd" men's SS18 collection, the brand is now introducing ALYX Visual to the family. The new line focuses on the use of upcycled textiles in collaboration with Recover Tex. The system highlights its water and chemical free processes where sustainability is at the core of the textile development. Recycled plastic bottles and pre-loved garments are used to create cotton yarn in new fabrications for every piece. The staple pieces from this first release consists of a T-shirt pack with classic ALYX branding and graphic styles we've grown to love. By creating high-fashion silhouettes with a utilitarian, everyday twist, ALYX is known to blur the lines between what’s considered streetwear and luxury fashion.

The collection has just arrived April 26th to select JUICE stores and online now at CLOT.com. 

Photography / ALYX