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Alf x i=change logo
We are passionate about giving back to our community. So, through i=change we are giving you the power to decide where our donation goes. 

Back in June 2019 went out to our Alf #mummunity asking who you would like us to support - and thanks to your hundreds of answers, we selected three charities:

Now, when you buy something from us, you will be taken to a screen during the checkout process where you can select where your $1 donation goes.

"As we offer products primarily for mums, we are incredibly passionate about giving back to charities who support women and children.

Partnering with i=Change and enabling our customers to choose where our donation goes is a really exciting step for us as a business."

Sophie Doyle, CEO

Who are i = Change?

i=Change is an Australian run organisation who will facilitate 100% of our donations to carefully selected projects with a focus on empowerment for women and girls.  

So what does that mean for you? You shop as usual and checkout as normal on our site. Then, the i=Change platform appears and you can choose where our donation goes! The best part? You can track your impact live! How easy is that?! 


In 2017/18 financial year we donated more than $3000 to Bears of Hope and in the 2018/19 financial year we donated $7861 to PANDA.