Overview
$3.3 million of Alf products sent to parents worldwide
A few years ago practical and beautiful baby bags didn’t exist – so we designed one. Established in 2016, and now an iconic Australian parenting accessory, Alf the Label has elevated the standard for upscale bags and accessories.
Our products are designed to transition women from adulthood to motherhood without compromising style for functionality. We have experienced growth of 916% in the last four years alone, shipping more than 26,000 Alf pieces to parents in 26 countries.
We have launched the Alf Exchange program with Dress for Success donating bags to at-risk women. Alf has been featured in national and global media, won numerous design awards, and our founder Sophie Doyle was a winner at the 2021 40under40 awards.