Ethos & Sustainability

Brand Ethos.

Alfred is designed to be passed down to the next generation. Its contemporary yet seasonless designs are intended to be part of a child’s staple wardrobe with everyday use. This view informs everything we do, from fit, fabric, colours, and trims, encouraging a circular product lifecycle and minimising fast-fashion waste.


Sustainability in packaging is as much about the reduction of materials as it is designing for circularity. We design and manufacture each garment with this front of mind and reduce unnecessary waste and packaging at all points in the supply chain. Our courier bags are made of 100% recyclable plastics and intended to be re-used when returning.

Ethical Manufacturing.

Just as critical as the materials in our apparel are the hands that created it. We achieve this by partnering with manufacturers that hold the highest standards for facilities and staff, with accredited third-party ethical manufacturing certifications.