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Epic nappy bags for #mumlife


Classic doesn't have to be boring.

The Ultimate Mama Bundle

Want a discount on your ultimate Alf!?

Have we got the bundle for you! The Ultimate Mama Bundle includes EVERYTHING Alf you need for that new bubba or toddler life, MIX AND MATCH with a handy 10% discount PLUS free shipping! It’s also a FAB gift idea for baby showers, partners or just for that lucky mama in your life who needs it all.

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Limited Edition Lovelies

Twice a year we release our bags in one freaking amazing limited edition colour and each season the colours get better and better. These rare pieces of Alf will not be repeated, so if you love what you see #treatyoself now... or cry later.

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They're really lush... so how to choose?

The Stella

The Ari

The Muriel

Glam + fully loaded

Tote style

Beyond organised - 11 pockets

H 34 x W 50 x D 18 cm

Four regular colours + Limited Editions

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Stylish + versatile

3-way backpack

A place for everything - 10 pockets

H 30 x W 45 x D 17 cm

Four regular colours + Limited Editions

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Small + mighty - 6 pockets

3-way backpack

The perfect not-so-baby-bag 

H 29 x W 28 x D 11 cm

Two regular colours + Limited Editions

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We're totally a big deal


Alf Love



Why Alf baby bags?

Ever noticed you can’t find a nappy bag that you actuallylike? Well, we noticed. That’s why we created Alf the Label. When our founder Sophie was pregnant with her bub Ari, she scoured the web and stores to find a nappy bag she wouldn’t be mortified to hang off her pram. Low and behold, she couldn’t find one.

We’re of the opinion you shouldn’t have to look like a dag just ‘cos you’re a mum. We want you to be able to tote around an epic nappy bag that makes you feel like a queen.

Alf the Label is your go-to nappy bag brand if you want functionality and space for your mum and baby essentials, but don’t want to compromise on style. More than just nappy bags, we like to think of them as epic bags for #mumlife.  

We’ve been operating since October 2016, sending thousands of nappy bags to fashionable mamas who didn’t want to carry round a bag that doesn’t reflect their unique individual style.

Our nappy bags are designed in Perth, Australia, with total care and love. We want to make bags that look fabulous, and make you feel fabulous, too. Our nappy bags are made with high quality top grain pebbled leather with cowhide detailing.

Wanna know the rest of the Alf story? Read about it here.