Alf the Label

Designed to transition women from adulthood to motherhood without compromising style for functionality, Alf the Label elevates the standard for upscale handbags and accessories. Crafted to fit seamlessly into the lives of busy, fashion conscious parents, Alf the Label marries style and luxury with effortless practicality. Alf the Label Founder, Sophie Doyle, created the first Alf baby bag when she became pregnant with her first child, and was unable to find a product that suited her style while meeting her practical needs as a parent. Since then, Alf has made its mark as one of Australia's favourite fashion accessory brands and has quickly grown to position itself in international markets.