We kicked Alfie’s off in late 2019, just before covid came along and sent the world mad. Back then, we were just a few mates all working different jobs in the fashion industry but sharing the same idea. To make unique and original garments for us. Clothes with character, with quality, and with a story behind them.

It started in a Bondi garage with $500 and a dream. No investors, no bank of mum and dad. Just long nights, plenty of mistakes, and backing ourselves. Three mates turned into two. Two complete opposites, but somehow the perfect balance. That’s still how it runs today.

We’ve never put pieces out just for the sake of it. Every drop has to have a reason. Sometimes we design straight to the mission, other times the mission inspires the pieces. It could come from a film, a record, a place, or just a moment in time. Whatever it is, the clothes always connect back to a story.

And that’s where Alfie comes in. He’s not a logo or a mascot -he’s a reflection of us, and of anyone who wears the brand. Alfie is that feeling you get when you’re at your best - confident and effortless. The bloke who walks into a room and everyone notices, without trying. Every mission is another chapter in his story, and every piece is built to carry that same energy.

We hope you’ve enjoyed some of our pieces over the years, plenty more mad shit coming!!

Ollie and Nick