about us

We are Simon and Davida Hadden and together with our four daughters we set up our design studio 'Alfie Douglas' in 2012. With the shared goal of keeping things simple, we create products that are useful, functional and delightful.

Our curiosity allows us to connect in a special way. We innovate and incubate ideas over time, perfecting every detail, we finally create the product and make it ourselves, proud of the finished result.

Our products are original. They are simple visually and in the way that they are made. Ingenious in the way that they can be adapted and customised in their function.

Each one is different, singular, made by hand to be reliable and sustainable.

  • large backpack

  • large backpack side view

  • medium backpack

  • small backpack

  • zero base large

  • zero base small

  • zero mini

  • zero top small

  • zero top large

  • zero top large showing convertibility

  • alfie one small

  • alfie one small

  • mini zipper

  • briefcase

  • swivel pouch

  • moon purse

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  • tapered tote

  • minimal tote

  • slouchy tote

  • simple tote

  • minimal backpack

  • shopper tote

  • medium utility case

  • medium utility case

  • saddle bag

  • bifold wallet

  • tool roll

  • minimal wallet

  • key fob

  • wrist strap

  • travel wallet

  • camera strap

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  • card holder

  • narrow belt

  • duffel bag

  • towel holder

  • utility case / backpack conversion

  • saddle bag / shoulder conversion

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