Meet the AD.Family

 

We are Alfie Douglas, a family of six creatives, who design and make simple, minimalistic, handmade goods - we answered a few questions so you can get to know us a little better...

 

 

Davida

What’s your role in the AD family? Mother and self taught leather worker.
Which is your favourite Alfie bag and why? ‘Alfie Two’ Small Backpack, just the right size for everyday use and looks cute.
What’s the best thing about working with your family? Knowing each and everyones strengths and weaknesses.
What inspires you? Simple, classy designs that are timeless.
What might someone be surprised to know about you? My family’s history. 
What sorts of trends do you see? Classy niche products.

 

 

Simon

What’s your role in the AD family? Fatherly boss and designer.
Which is your favourite Alfie bag and why? 'Alfie One’ Briefcase - it fits everything in that I need and doesn’t allow me to fill it with things I don’t.
What’s the best thing about working with your family? We all know each other so well.
What inspires you? Simple, good design that works.
What might someone be surprised to know about you? I have horrible feet.
What sorts of trends do you see? Flexible work-play time that will gradually merge into a single lifestyle and influence the decisions we make and the things we buy.

 

 

Georgina

What’s your role in the AD family? At present I run the AD studio. I have so many roles but I hope to focus on PR and collaborations in the future. 
Which is your favourite Alfie bag and why? 'Alfie Two’ Tote. I love the simplicity and classical edge of the design. The leather is super soft and is the perfect size for my everyday belongings. 
What’s the best thing about working with your family? We are all pretty close as a family and most importantly we are all on the same level. We all have our own input and established roles so everything always runs smoothly. 
What couldn’t you live without? My phone! I am guilty of always having my phone with me. My excuse is that I need my phone for my job - which I do!
What is your favourite place, space and face? A little hidden away park in the village next to where I live. It’s in a lovely unspoilt place which is a rarity in the area that I live. 

 

 

Charlotte

What’s your role in the AD family? One of four daughters and I’m a photographer so I produce all the photographic imagery for the brand.
Which is your favourite Alfie bag and why? 'Alfie Two’ Large Backpack - It’s a great everyday bag and the perfect size for my laptop and any other bits, it looks quite nice too.
What’s the best thing about working with your family? You are collaborating with people you trust and care about, so there is a lot of support there. Creatively we think alike and its that mutual understanding that makes work enjoyable.
What inspires you? Light, faces, and people in general.
Favourite colour and texture? Muted, cool blues and greens. I like subtle natural textures such as polished concrete and stone.
What sorts of trends do you see? People are more drawn to quality and timeless design that is practical rather than disposable.

 

 

Emily

What’s your role in the AD family? Creative director, designer and daughter.
Which is your favourite Alfie bag and why? At the moment the Small 'Alfie Two’ Backpack - a practical every day bag that stands out from all the other backpacks out there.
What’s the best thing about working with your family? That it doesn’t really feel like 'work’. We are raw and honest to one another - there’s nothing fake.
What inspires you? Travelling, natural light, pastels, plants, geometry and open spaces.
What might someone be surprised to know about you? I live between Berlin and London.
What sorts of trends do you see? More functional, simplistic and fuss free design - going back to the basics.

 

 

Jess

What’s your role in the AD family? The baby sis and general multi-tasker. Mainly creative marketing however I dip into both manufacturing and retail. I get bored being stuck to one job, so luckily I get to bounce between roles.
Which is your favourite Alfie bag and why? My favourite changes weekly, but at the moment the 'Alfie Two’ Small Backpack. It’s the perfect size for a day out and about. I’m really excited for a couple of the new designs to be released too. 
What’s the best thing about working with your family? We all really get on so it just feels like working with your friends. Most importantly we know and understand each other well so we’re not afraid to be honest. It’s a proud moment to share what we’ve achieved together.
What inspires you? Everyday experiences and unplanned events. My favourite is venturing out to places I haven’t been before and snapping away at anything that catches my eye. Textures, colours and compositions. 
What sorts of trends do you see? People are returning to hand crafted products which are made with the intention to last and become a part of their identity. Something which is unique to the individual, becoming irreplaceable.