The Alf Story
Allow me to introduce myself. I'm Sophie, the Founder and CEO of Alf the Label. I'm also a wife and a mother to two beautiful children who were the earliest and best inspiration for my brand.
Alf the Label was born out of my non-negotiable love for uncompromising style. In 2015, pregnant with my first child, I searched high and low for a bag that could do it all. I was a modern professional who needed serious functionality for childcare, but I still wanted classic lines, considered design, and the finest quality leathers. When I couldn't find a bag that would support me as a mother and work for me as a professional, I decided to take matters into my own hands.
My passion for quality is deeply rooted. I named my label after my grandfather, Alf, who worked as a furrier, cutting and sewing leather after the Second World War. Inspired by his legacy, I took the same bespoke approach to my first design, working closely with makers to create what would become our signature luxury leather baby bag. Alf the Label officially launched from my kitchen table in 2016.
As I navigated those early months of motherhood, my bag caught the attention of other new parents. It dawned on me that the stylish, functional bag I had made was one others desperately searched for, too.
In the years that followed, Alf has evolved far beyond just baby bags. While we initially gained acclaim for our luxury convertible styles, I've strategically evolved the brand to serve all women navigating the complexities of modern life. Our focus has shifted to versatile, high-end accessories, like our award-winning modular Carabiner Capsule system. My focus remains unwavering: creating timeless, functional pieces in exceptional materials with meticulous attention to detail.
Today, Alf operates as a truly global brand, with our head office in Western Australia and a community in over 60 countries. We've even made history twice on the world stage at New York Fashion Week. Ultimately, my original mission has never changed: I believe that style and utility should go hand-in-hand. Alf is made for everyone.
