In-the-know creative Alex Grant called on MATTE to curate and produce events for his new Greene Street retail space and cultural hub, called ByAlexander. The collaboration launched with a private preview of the new space for friends and family during New York Fashion Week.

While the space will see weekly programming from an eclectic mix of rap, indie, jazz artists and NYC cultural ambassadors, the goal for the opening party was to book a memorable lineup of artists that translate Grant’s vision for the space as cutting edge home for the arts.

MATTE worked with Alex to identify a list of the most in-the-moment talent for an guestlist-only affair at the peak of New York’s cultural calendar. Cash Cobain, who is leading the local drill scene and fresh off a tour with Ice Spice, was the obvious choice, having just released his debut album to wide acclaim and fanfare.

ByAlexander’s party during New York Fashion Week featured an exclusive live performance from Cash Cobain and DJ Sets from HiTech and downtown DJ Nick Hadad rounded out the evening. The A-list guestlist included ASAP Ferg, the actor and singer Quincy Brown, television personality Natasha Parker as well as the Clermont Twins.