ALYX OR WHAT IS GOOD IN FASHION

In this article, we will give an innovative view on the Alyx brand, pioneer in using blockchain technology to provide information on its garments.

In ‘Black Brands’ fashion chapter, we can read how the fashion industry is one of the least transparent and most polluting, although it is one of the most consumed. For this reason, the book raises the idea of why the big brands do not identify their factories and where their garments have been manufactured. However, we can already talk about brands that are working on it.

Matthew Williams is a fashion designer, creative and entrepreneur originally from the United States. Williams is the founder of the brand Alyx as well as the current Creative Director of Givenchy. We find ourselves at a time when the consumer is more aware than ever of the need for a change in the business model in terms of fashion to achieve a more positive impact on the environment. For this reason, major brands such as the lasts mentioned seek to get closer to the consumer through eco-friendly initiatives.

1017 Alyx 9SM is one of the best known brands in the world of streetwear and, since last year, its founder is undertaking supply chain transparency in order to achieve a totally transparent brand through which their consumers are provided with full details on the garments they are buying with a blockchain driven pilot programme in partnership with Avery Dennison (manufacturer and distributor of apparel branding labels and tags) and Evrythng (a company which manages digital identity data to connect “consumer packaged goods” to the Web).

Matthew Williams aim is to provide every single garment with a scannable QR code hanging off the item of clothing which the consumer can scan and obtain the appropriate information about the item of clothing: where it was originated and manufactured, how it was made, where the raw materials were sourced and its shipping record.

The first pilot consisted in incorporating this code in 9 garments of the collection, but Williams' purpose is to achieve that all his garments incorporate this technology, since according to him in his interview with British GQ “We are going to be the first brand to introduce blockchain”.

Regarding the topics we have covered in previous articles and what ‘Black Brands’ was aiming to in its fashion chapter, major brands (especially luxury ones) have the means and opportunity to make a change within their business model, which is entirely needed. With this methodology, Alyx is bringing some transparency in terms of sustainability and labour conditions to their consumers and, in consequence, encouraging other luxury brands to commit in the same way.