A Note From Sophie

You'll notice some price increases on a handful of our products from March 1, 2023.

I started Alf the Label while pregnant with Ari when I couldn't find a baby bag that was both functional and fashionable. So in 2016 I had my first baby bag, the Stella, manufactured. Other mums loved it too, and I started selling them from my living room.

Alf the Label has now grown from a family-run home business to a global brand, sending bags to parents in more than 26 countries around the world. We've introduced sustainable initiatives like the Alf Exchange, expanded to global markets and have a small locally based team working with us to continue sharing Alf the Label products with parents around the world.

As we've increased in size, so too have costs of our production, freight, supply chain, operations, materials and more. While we've tried our best to absorb these over time, as a small business in the slow fashion industry, this isn't sustainable long term. So we've made the very difficult decision to slightly increase prices of a handful of products to account for a fraction of these changes. 

Luxe Ari $20
Luxe Muriel $20
Luca Backpack $20
Ted Tote $20
Luxe Dana $10
Luxe Elsie Wallet $10
Luxe Pram Straps $5
Athletica Pram Straps $5

Small price adjustments like this will allow us to continue to offer the same high quality, using premium materials and ethical manufacturers.

My family, our team and I are so incredibly grateful for your ongoing support of both myself and of Alf the Label.

If you have any questions or comments please don't hesitate to reach out to me directly.

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