A child walking down wide stone steps, wearing a red and brown color-blocked sweatshirt, green and blue sleeves, black-and-white checkered pants, and colorful sneakers.

Colour Outside the Lines.

Retro-inspired kidswear. Designed in Australia.

Sprinkle oodles of joy, heap bucketloads of retro cool, and unleash a truckload of fun into every kids' closet.
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A child walking down wide stone steps, wearing a red and brown color-blocked sweatshirt, green and blue sleeves, black-and-white checkered pants, and colorful sneakers.

Colour Outside the Lines.

Retro-inspired kidswear. Designed in Australia.

Shop New Arrivals

Bright colours.

Big adventures.

Soft cotton.

Cool cuts.

Check Out Our Bestsellers

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Alfie Brown Mad Dog Tee 0-16 Kids TShirt

Mad Dog Tee

Mad Dog Tee

$49.00 AUD
Good Egg Tee

Good Egg Tee

Good Egg Tee

$57.00 AUD
Alfie Khaki Mad Dog Cap in cotton twill for adults and kids

Khaki Mad Dog Cap

Khaki Mad Dog Cap

$45.00 AUD
Alife Kids Tan Shaka Beanie Cotton

Tan Shaka Alfie Beanie

Tan Shaka Alfie Beanie

$29.00 AUD
A young girl wearing a short-sleeve raglan t-shirt with blue and white panels, a yellow collar, and a 'G'DAY' sun graphic, paired with a yellow striped skirt, photographed outdoors in a park setting.

Made for Cool Kids Since 2011

Kids' clothes should be every bit as colourful, adventurous and unique as the little humans wearing them.

Inspired by the bold colours, iconic prints and carefree spirit of the '80s & '90s, we're an Australian kids' clothing brand creating original designs for babies, toddlers, kids and teens who love to stand out.

Because childhood should never be beige.

A young girl with curly brown hair stands on a skateboard on an outdoor paved path. She is wearing a white graphic t-shirt with pink and teal sleeves, teal shorts, white socks, and black sneakers.

Why Everyone Loves Alfie

Original designs you won't find anywhere else, inspired by 80's & 90's vibes and endless adventures.

Soft, comfy fabrics and relaxed fits made to climb, jump, dance and play all day long.

Designed right here in Australia by parents who know kids don't sit still.

Built for hand-me-downs, memory-making and countless adventures.

Their Next Favourite Outfit Starts Here

Child standing against a graffiti-covered wall in an urban setting
Alfie Blue Woven Kids Beanie

Blue Alfie Beanie

$29.00 AUD
Child wearing a brown sweatshirt with a hot dog graphic and blue and white striped pants, sitting on a skateboard.

Mad Dog Jumper

$59.00 AUD
Milk Bar Stripe Pants

Milk Bar Stripe Pants

$65.00 AUD

Their Next Favourite Outfit Starts Here

Child wearing a brown sweatshirt with a hot dog graphic and blue and white striped pants, sitting on a skateboard.
Alfie Blue Woven Kids Beanie

Blue Alfie Beanie

$29.00 AUD
Child wearing a brown sweatshirt with a hot dog graphic and blue and white striped pants, sitting on a skateboard.

Mad Dog Jumper

$59.00 AUD
Milk Bar Stripe Pants

Milk Bar Stripe Pants

$65.00 AUD
A young girl with her hair in two buns stands barefoot on a concrete ledge outdoors under a clear blue sky. She is wearing a pink graphic T-shirt that says 'SHE'S APPLES' in a red apple outline, paired with a pink, white, and light blue striped skirt.

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Alife Kids Tan Shaka Beanie Cotton

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