The Alfie Douglas design philosophy

Design philosophy

Alfie Douglas design items for life. They pride themselves on designing pieces that are ingenious and adaptable and made to last a lifetime of use. A bag for work, a bag for play, a bag for life. Simplicity runs through every aspect of their design ethos, they strip away the irrelevant and make products that look good and carry on working. Following a long tradition of creativity and innovation, Alfie Douglas are proud that all of their products are designed and made in England.

Minimalism isn’t just a look, it’s a way of life. The team at Alfie Douglas believe that we can all live better with less items. Mass production created a throw-away society, with people buying things for the moment and not for life, becoming far removed from the source and the people making them. Alfie Douglas believe in making products that last a lifetime and beyond.

Alfie Douglas have developed a unique design process which defines the look of the brand. Instead of traditional sketching and pattern making, they use a ‘building-block system’ to develop the concept. They consider the function of the bag, whether it needs to carry a piece of technology, such as a laptop and then choose specific materials to give structure and form to their designs, cutting out excessive use of materials and labour.

So far three individual collections have been created:

Alfie One is named after the first bag the team designed and made. Constructed out of geometric ‘building blocks’ to create simple, structured silhouettes with hard wearing characteristics. The striking design of this collection is defined by signature hand-hammered rivets and external stitching, combined with smooth polished leather, resulting in a modern yet classic look.

Alfie Two is specifically designed for everyday comfort, function and practicality. In contrast to Alfie One this collection focuses on soft, slouchy forms. The look of this collection is defined by a hidden stitch and the use of soft, tumbled leather which gives it a grainy texture and slouchy feel. The result is an everyday casual bag designed to fit and mould around the body.

Zero The concept for the Zero bag was to create the ultimate multi-functional bag. A bag that converts from shoulder bag to backpack in a matter of seconds, creating 2 bags in 1. 

Why convertible? The demands of city life present challenges on how a bag is used and worn. From shopping and office meetings to commuting and cycling, Alfie Douglas have created a bag that suits all activities. Carrying heavy stuff around on one shoulder all day can actually cause long term problems to the body, by converting the bag to a backpack weight can be carried evenly across the shoulders.


Alfie Douglas, the story so far...

For the last five years the team at Alfie Douglas have been quietly developing a new British premium accessory brand. Not a spin off or copycat of another brand, but something completely new and fresh. A brand that responds to changing consumer tastes and ideals, a brand for the future.

They have been busy experimenting and listening to their customers and had literally thousands of one to one conversations with them, getting to understand their likes and dislikes, their needs. They have learnt that individuality, sustainability, honesty and traceability are at the heart of their buying decisions.

Alfie Douglas is a family name and a family business.  They are proud of their heritage and as a British brand, embrace the status that ‘Made in England’ carries throughout the world. They present a carefully curated range of products designed to appeal to a wide ranging demographic with a proven sales track record, incredible brand loyalty and a worldwide appeal.


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