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Alfie Douglas – a family name, a family business
May 14, 2018
A British premium brand, which is neither a spin-off nor a copycat of another brand, but something completely new and fresh. That’s how Candid’s Thomas Falkenstedt introduces Alfie Douglas – a family name, a family business. Alfie Douglas offers a carefully-curated range of bags designed to appeal to a wide-ranging audience with a worldwide appeal.
Alfie Douglas is a brand that responds to changing consumer tastes and ideals, a brand for the future if you will. By experimenting and listening to their customers, the team at Alfie Douglas learnt through thousands of one-to-one conversations that individuality, sustainability, honesty and traceability are cornerstones when it comes to how we make our buying decisions. It seems they took this challenge seriously as these bags are not only beautiful, but functional as well. Hear me out on this one.
I’m one of those people always carrying my entire life around with me in a bag. There’s pros and cons to this. Pros include that I can go from business to street to dinner attire without having to go home and change, as well as having props for photo shoots among other things in there. I would probably be the male counterpart of Mary Poppins. Cons to this are that my back is always under strain from the mere weight I carry around.
Alfie Douglas apparently heard my body’s cries for help. Carrying heavy stuff around on one shoulder all day can actually cause long-term problems to the body. We’re simply not designed to do it. By converting the shoulder bag from Alfie Douglas to backpack mode you can re-distribute the weight evenly when you need to. When you need to get in and out of your bag frequently, simply convert it back to shoulder bag mode.
From concept to prototype, every piece starts life in Alfie Douglas’ design studio in the heart of London. Although their products are simple, there’s more to making a simple leather bag than meets the eye. It takes time, a skilled hand and a sophisticated knowledge of materials to get it right and make a bag that lasts a lifetime.
Every piece is hand built at traditional workbenches in small batches by craftsmen using skills that have been passed down through generations of the same family. Alfie Douglas’ makers are a dedicated group of individuals who take great pride in everything that they make. Each piece is assembled and finished by hand, even the rivets, which are specially made, are hand-hammered. In my opinion, it’s handcrafting at its best.
As mentioned, there’s a tiny attachment that enables you to switch the bag from a shoulder bag to a backpack in a matter of seconds, giving you two bags in one. Not having the bag yet, I cannot vow that it is a lifesaver, but by the looks of it, I’m willing to bet quite a lot that it is.
Head over to Alfie Douglas’ website to learn more.
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