Nike and Matthew Williams Collaboration

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Matthew Williams, founder of the luxury streetwear brand Alyx is partnering with Nike, an athletic footwear, apparel, equipment, accessories, and services brand.

This collaboration will be an attempt for Nike to make the brand more fashionable and culturally relevant. By doing this they will be joining their rivals Adidas and Puma.

The 18-piece fashion collaboration will drop on July 12, which includes technical outerwear, monochrome leggings, and accessories like socks, face masks, and towels.

According to a 2018 Business of Fashion report, Williams’s partnership with Nike, which includes men’s, women’s and unisex collections, will be housed under Nike’s Training category, marking one of its first major collaborations with a fashion designer within the division.

Williams’ brand Alyx was founded in 2015  has taken off due to it’s new and innovative style.

According to a 2018 High Snobiety report, Some of Alyx’s best-known products include screen-printed Alpha Industries bomber jackets, which have been washed to give them a frayed and distressed appeal. The label’s Rollercoaster Belt is a piece of tactical luxury that gleans inspiration from military web belts and the safety harnesses worn on theme park rides. Sustainability is something Williams is especially interested in. Alyx Visual, a line of high-quality knitwear and T-shirts, only uses recycled cotton fibers for its wares.

Williams’ young fanbase and his brand’s roots in merging street culture aesthetics fit perfectly with Nike brand.

“It was a dream when I got asked to collaborate with Nike,” says Matthew Williams, to Business of Fashion in a 2018 report. “Sport was my first integration into fashion and clothing and Nike was a big part of that, so it was a match made in heaven.”

Williams used computational design to approach the collection.

“What computational design and computer data can offer is really the future of design…It helps to create a different perspective that we can build around. Working in tandem—with data and emotion—is super interesting,” said Williams in a statement provided by Nike.

This collaboration will blend fashion with performance within the Nike brand while providing versatility to its consumers.

“The collection is a typical sphere of what we’ll start to see from Nike in the space,” says Kurt Parker, Nike VP of Apparel Design in a statement from the brand, according to a 2018 High Snobiety report. “We’ll start to blur the lines a bit and let people make decisions on what they want to wear and how they want to look.”

I tend to focus my attention outwards and am drawn to the external world of action. I learn a lot about the world through experience. Focusing on what I have seen, heard, or touched, gives me the ability to develop a practical and realistic outlook on the world. Making decisions based on impersonal criteria like principles and logic is very important to me.I accept responsibility for my actions. When I succeed, I accept the satisfaction of the achievement, and if I do fail at something, I learn from it and do better next time. I feel confident in my abilities and am accepting of myself. I have good time management skills. I am able to fit the most important things in life into my schedule. I have a strong sense of goal commitment.

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