Alf the Label: Alf the Label

Sophie, the founder of Alf the Label, was unable to find a baby bag that was both stylish and functional. This led her to design her own, and in 2016 she launched Alf the Label, named after her grandfather Alf.

Since then, the product range has expanded from Western Australia, and is now available internationally, with a collection in SoHo, NY. In addition, Alf the Label is the first parenting brand to showcase at New York Fashion Week. They specialise in creating timeless, functional pieces made from exceptional materials that are suitable for everyone.

  • Refined

    Enjoy only the very best childrenswear and parenting essentials backed by excellence in customer service.

  • Conscious

    A commitment to the highest possible standards in product quality and sustainability make choosing ethical practices effortless.

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    The most trusted and reliable source of expert, inspirational content to support your parenting journey at every stage. A trusted community of support and expert content to guide you through the parenting journey.