About Alfie

Colour Outside the Lines.

Back in 2011, Alfie burst onto the scene like a rainbow-poppin' party popper, set to give the world of kids' fashion a fair dinkum shake-up!

We're not your run-of-the-mill label; we're a retro Aussie brand that is proud of our unique designs. Our game plan? To sprinkle around oodles of joy, bucketloads of coolness, and a truckload of fun into the lives of kids everywhere!

Childhood deserves more colour, more personality and a healthy dose of retro cool. So we set out to create an Australian kids clothing brand that wasn't afraid to stand out.

From babies taking their first wobbly steps to teenagers carving their own path, Alfie creates colourful, retro-inspired clothing that's designed to be lived in, loved hard and remembered long after it's been handed down.

Because growing up should never mean blending in.

More Than Just Kids Clothing.

At Alfie, we're not interested in fast fashion or fleeting trends. Alfie is about confidence.

We're here for scraped knees, sandy feet, skateboards, backyard cricket, disco playlists and every glorious adventure in between.

We're proudly Australian-owned and family-run, creating colourful kids' clothing. Rather than hopping on the bandwagon of speedy fashion trends, we're all about crafting classics that'll be treasured for yonks.

Every collection is packed with personality, with relaxed fits and quality fabrics that mean kids, teens and big kids can climb, explore and play comfortably.

We design clothing for babies, toddlers, kids and teens (0–16), plus matching pieces for grown-ups who still know how to have a good time.

Life's better when everyone joins the fun.

Cool Kids and Adults Brown Cotton Blend Alfie Beanie With Black Shaka Badge

Better Clothes. Better Choices.

Looking after the next generation means looking after the planet they'll inherit. That's why Alfie has been committed to sustainability since the beginning.

Our party shirts are made using high-quality, vintage fabrics, giving beautiful materials a second life instead of sending them to landfill. They're also handcrafted locally, reducing carbon footprints and ensuring investment into our community.

For our wider collections, we have partnered with a Sedex Fair Trade manufacturer in India who share our commitment to quality craftsmanship, responsible production and fair working conditions.

Instead of producing mountains of stock, we create thoughtful collections in smaller quantities, helping reduce waste and avoid unnecessary overproduction.

As a business, we’ve taken steps to eliminate unnecessary packaging, including plastic bags from all garments. The less in landfill, the better! We take pride in doing our part to protect the environment for future generations.