Alf the Label offer luxury baby bags and accessories, providing effortless style and essential practicality for parenthood and beyond. A few years ago practical and beautiful baby bags didn’t exist – so we designed one. Established in 2016, and now an iconic Australian parenting accessory, Alf the Label has elevated the standard for upscale bags and accessories. Our luxury baby, athleisure and work bags and accessories are designed to transition women from adulthood to motherhood without compromising style for functionality. We offer a luxe leather range, a vegan unisex collection, children’s pieces and parenting accessories. Every product is wear-tested by parents. Parenthood and style is different for everyone - that's why Alf was created.