Welcome to Alf the Label, a brand founded by Sophie Doyle in Fremantle, Western Australia. Sophie is a mother, partner, and working professional who started Alf the Label with the aim of creating functional and stylish baby bags and accessories for parenting. Sophie's journey began when she was pregnant with her first child in 2015.

Unable to find a bag that represented her modern style and provided the functionality she needed for childcare, she decided to take matters into her own hands. Drawing on her love for uncompromising style and quality materials, Sophie developed relationships with skilled craftsmen to bring her designs to life. What started as a personal quest quickly turned into a passion for creating signature leather baby bags that caught the attention of other parents.

In 2016, Alf the Label was launched, named after Sophie's grandfather, Alf, who was a furrier. Since then, the brand has grown its product range and vibrant community of parents and supporters. Alf the Label is known for its timeless, functional pieces made with exceptional materials and attention to detail.

The brand's commitment to craftsmanship and style has led to international recognition, including being invited to showcase at New York Fashion Week. Join the Alf community and discover the perfect baby bag or accessory that combines style and functionality for your parenting journey