Gregory Platinum Williams and Chicago’s Iridium 77 Lab
In the heart of downtown Chicago, tucked inside the bustling Block 37 mall, sits one of the city’s hidden treasures: Iridium 77 Lab. More than just a boutique, it’s a creative hub that blends sneaker culture, urban fashion, and resilience — all through the vision of one man: Gregory Williams.
Gregory Williams isn’t just a store owner. He’s a survivor, an innovator, and a pillar of Chicago’s streetwear scene. Long before Iridium became a respected name among sneakerheads and fashion-forward crowds, Gregory was fighting a battle far more personal than the latest fashion drop — he was battling jaw cancer.
After a hard-fought journey, he came out victorious. That victory didn’t just save his life — it fueled his passion to build something that would inspire others and leave a mark on the culture he loves.
Located at 108 N State Street, 3rd Floor, inside Block 37, Iridium 77 Lab stands as a modern urban boutique that offers more than just gear. It’s a statement.
Inside the store, you’ll find exclusive sneakers, bold streetwear, and custom fashion pieces that reflect the spirit of Chicago: raw, authentic, and always evolving. Each item speaks to a lifestyle built on hustle, creativity, and perseverance — the same traits Gregory embodies.
But Williams’ impact goes beyond the shelves. Iridium has become a part of Chicago’s fashion DNA, supporting local artists, collaborating with designers, and giving back to the community that shaped him. For sneakerheads, it’s a place to discover rare finds and limited drops. For fashion lovers, it’s a lab where style experiments turn into movements.
His journey is a reminder that sneaker culture isn’t just about what’s on your feet — it’s about the story you carry when you walk.
Gregory Williams turned his battle into a brand. He turned survival into streetwear. And in doing so, he gave Chicago a store that’s more than a business — it’s a legacy.
Q: What got you into shoes and designing your own fashion?[2]
A: From a kid I’ve always been into the sneaker culture and the Hip-Hop culture. Growing up I got an opportunity to experience the development of streetwear. I believe it was always around and always present but it didn’t have a name or label behind it. I was able to experience the birth and growth of streetwear. The culture has always been very important to me. I love the different styles, the west coast vs the east coast style, the north vs the south style. The shoe thing for me started in the Jordan era. Being in the store and seeing a damn shrine to Jordan was memorable.
Q: What inspired you to build and open your own store?
A: The concept behind starting, Iridium, was to create a community. A space for my community where people who have the same interest like me can come and purchase items that they’re interested in, connected to, and be a part of. Most importantly build a place where people can meet, communicate, and build themselves. One of the most important aspects about the store is allowing creatives to have an opportunity that I wasn’t allowed to have when I first started within the industry. We allow new and upcoming brands to showcase their talent. Rather it be through fashion or selling their merchandise in the store.
Q: What got you into the arts?
A: I believe my mom. My mom was an artist. She did and still does hair. She has a beauty salon. Fashion shows in the Bahamas was a memory for me when I was growing up. It’s like a part of my DNA. Even as a child my brother and I use to design cars. We use to make motorcycles out of paper. We use to design clothes for our toys. We’ve always been a part of the design element. The design era. It’s just in my blood. One of the first sketches I ever drew that I was really proud of was a pair of Jordan’s.
Q What got you through your battle with cancer?
A: The cancer battle was a very hard time in my life. It was definitely the hardest thing I ever been through. The main thing that got me through that was my faith in God and Jesus. It helped me to get through that. Also I wanted to survive to be here for my daughter. I wanted to make sure I did everything so she wouldn’t be robbed from having a father in her life. So those were the main factors that got me through my battle.
Next time you’re in the Loop, take the escalator up to the third floor. Step into Iridium 77 Lab, and you’ll see firsthand how a true survivor helps the city stay fresh — one sneaker at a time.