About Alf

I'm Sophie, Founder and CEO of Alf the Label.

I started Alf in 2015 from a simple problem. Pregnant with my first child, I searched for a bag that could handle the real functionality of motherhood without giving up considered design or fine leather. When I couldn't find it, I made it myself.

I named the label after my grandfather Alf, a furrier who cut and sewed leather after the Second World War. His approach became the blueprint for our first design, made working closely with makers: the Signature Ari Backpack.

Alf has grown since then, from baby bags into versatile, high-end accessories like our award-winning Carabiner Capsule system. Today we're a global brand headquartered in Australia, with a community in over 60 countries and two walks at New York Fashion Week behind us.

The mission hasn't changed. Style and utility, hand in hand. Alf is made for every version of the woman wearing it.