Parenting, redefined. Alf the Label has created the world’s most fashionable baby bags, pram caddies and parenting accessories. Designed by mums, for mums, the Australian designer provides parents around the world with functional, stylish and luxury handbags, backpacks, crossbody, shoulder, work and tote bags that can be used from parenthood and beyond. Parenting accessories designed to make your parenting journey easier include leather pouches, statement key rings and wallets. Every piece is made from the highest quality materials and hardware, including premium pebbled leather, vegan leather or eco-friendly nylon, all with waterproof lining. Designed to suit every stage in your parenting journey, from newborn, to toddler, to work and beyond, each piece can be converted and worn multiple ways to suit you. Explore the Alf the Label collection at David Jones in selected stores and online.