Through working in the fashion industry in varying capacities, a pair of likeminded mates identified a lack of personal expression in the available streetwear for young males. Unable to find unique pieces in the current market, the boys found themselves shopping at overpriced vintage stores, to express themselves through their fashion. 

Alfie’s Mission was born, discussing the issue over a few beers, resulting in the creation of the main character... Alfie!

A confident, outgoing man, unfazed by the expectations of others and society. Comfortable in his own skin and clothes, Alfie is the larrikin we all would like to be. Empowering you to feel like Alfie is our mission.