About Alfie

Alfie began it's creation in 2013 after a long time search for high quality, on trend kids basics, that could be worn day in, day out. We all have our favourite classic white tee or plain black tank that we can't live without! But where was it for the kids? After all, it's these basics in our wardrobe that we end up wearing most of the time.

Alfie is your go-to brand for high quality, effortlessly cool threads your kids will want to wear, play and live in. Our use of 100% super-soft cotton jersey will mean they will never want to take it off and our sense of fun is present in every design.

Basic doesn't have to be boring!