Alfie’s Mission was created in late 2019, by Ollie Bracewell and Nick Truelove. At the time, just a couple of mates working different jobs in the fashion industry. Over a few beers, we came up with the idea of Alfie… the bloke we wanted to be.

There was a common idea that we agreed on from the start. We wanted make garments we couldn’t find elsewhere and we wanted to create clothes designed around themes - “missions”. This still forms a big part of our creative inspiration today.

Alfie started out as a knockabout larrikin, a rebellious youth, and over the years he’s evolved with us. He’s a reflection of who we are and how we’ve grown. Our styles have changed over time, and so have Alfie’s and that’ll keep happening as we evolve.

Alfie to us has become more than just the character that we started with. Alfie is that feeling you get when you’re at your best - confident and effortless. The one who walks into a room and everyone notices, without trying.

Every mission is another chapter in the Alfie story, and every piece is built to carry that energy.

We hope you’ve enjoyed some of our pieces over the years, plenty more to come.

Ollie and Nick