5 days ago
Matthew M. Williams Reintroduces Himself as an Independent With New Namesake Project
Summary
After stepping away from his role as Creative Director atGivenchyand refocusing on his own pioneering streetwear labelALYX,Matthew M. Williamsis embarking on a profoundly personal and liberating direction that includes the launch of his new namesake project. This venture marks a pivotal moment for the designer, signaling a return to unadulterated creative independence, where the very act of crafting clothing is re-centered on an intrinsic value rather than external pressures.
For Williams, this new chapter is less about chasing trends and more about reclaiming autonomy. Adamant about calling the Matthew M. Williams namesake a project and not a brand, the designer sets out to create high-quality staples that are in fact, wearable. Recounting his two decades in the industry toHypebeast,Williams is ready to share with the world the pieces he truly believes in, as an independent. Having spent years navigating the high-stakes demands of a heritage luxury house like Givenchy and building the distinct identity of ALYX, his eponymous brand represents a deliberate pivot towards an unfiltered vision. Here, the emphasis shifts from institutional directives or rapid collection cycles to a more intimate exploration of what truly gives clothing worth – a focus on its enduring quality, tactile experience and the quiet power it holds for the wearer.
The departure from Givenchy in January 2024, where he introduced a more utilitarian and streetwear-infused sensibility to haute couture, was a natural progression. Yet, the creation of Matthew M. Williams signifies something deeper than just leaving a corporate role. It's also a nuanced distinction from ALYX, which, while deeply personal, became synonymous with a specific industrial-luxe, hardware-heavy aesthetic that resonated heavily within the streetwear zeitgeist.
His new brand, therefore, is poised to transcend the immediate categories he's previously defined. Expect a more mature, perhaps even more minimalist, approach where raw materiality, precise construction and a subtle tension between toughness and elegance will be explored without the constraints of established brand codes or the inherent expectations of a particular subculture. This is Williams distilling his vision to its purest form, focusing on the essence of design and the creation of garments that possess an inherent, rather than perceived value. He views his suppliers as his direct partners, working with specialists from all over the world, including a denim mill in Japan, an American jersey expert and shoemakers from Spain. It's about forging a direct connection between creator and wearer, where each piece is a testament to Williams' singular perspective, unburdened by outside interpretations or commercial compromises.
When Williams announced in early June that he would be launching a new namesake project, he honed in on adding a personal connection to the brand from the get-go. With no big PR agency involved, every conversation, including withHypebeast, was done on his own accord and coordination. During Paris Fashion Week,Hypebeastwas invited to get a first-hand inspection at the collection, viewing every detail up close. When discussing his inspiration and construction process, Williams spoke of his learnings from working with some of the best suppliers in the world when he was at Givenchy and with ALYX, which made him determined to create great pieces he wants to wear. Ensuring value is at top of mind, Williams' initial release sees pairs of impeccable Japanese denim forged into everyday pairs of jeans and a simple, yet staple white tee.
Williams is all in on this project, being in the driver's seat at every turn. This move underscores a growing desire among established designers to re-engage with the core principles of creation, crafting a legacy defined by authentic expression and a relentless pursuit of sartorial integrity. Matthew M. Williams is not just a new label but a testament to the enduring allure of true creative freedom. Check out a selection of exclusive lookbook images Williams provided forHypebeastthat feature himself and his partner Giorgia von Albertini modelling the pieces.
