Our story · Arthur, Luke & Alfred
Cut from the same cloth.
A wardrobe for fathers and sons, inspired by the connection between them.
ALA collective began like any good story does… on a beach holiday, with my sons, Arthur and Alfred, and a matching outfit situation that quietly got out of hand.Our story
The beginning
I just wanted tomatch my boys.
Before long, I was refusing to consider anything unless it came in all three sizes. A perfectly reasonable shopping requirement, according to absolutely nobody else.
The problem was finding it. I wanted clothes I’d happily wear myself, made for the boys too. Relaxed fits, understated colours, and thoughtful details. Something that felt effortless on all three of us. Surely that couldn’t be too much to ask.
Apparently, it required starting a business.
Why it stayed with me
But there was something about matching with my boys that stayed with me. They stood a little taller. I felt a little prouder. It was a simple way of saying we belonged together, at an age when being like Dad still seemed like a good idea.
The collective
Creating whatI kept looking for.
Eventually, I decided to create what I kept looking for. That became ALA collective: a wardrobe for fathers and sons, inspired by the connection between them.
Matching sets, essential tees, relaxed shirts, and linen shorts, designed with the same care for both generations. Pieces that feel just as right worn together as they do on their own.
At its heart
It’s aboutbeing present.
Making time. Standing beside your children as they discover who they are, and recognising how much those everyday moments mean while you’re still in them.
Arthur and Alfred are where this story began. ALA — Arthur, Luke and Alfred — is my way of sharing a little of that feeling with other families.
- A·L·AArthur, Luke & Alfred
- 3 sizesDad, Arthur & Alfred
- Same careFor both generations
- OneWardrobe, together or apart
Our inspiration
The momentswe want more of.
Slow mornings, beach holidays, and days together with very little planned.
That ease shapes our approach to clothing. Relaxed silhouettes, a considered neutral palette, and an emphasis on comfort and quality create pieces designed to become familiar favourites. Styles that work together, feel good to wear, and leave room for your own personality.
We design for both generations with the same care. Fathers and sons can share a sense of style while each making it their own. The matching is optional. In my house, admittedly, I have a preference.
The values behind every piece
Connection
Side by side
Presence
Making time
Simplicity
Nothing extra
Quality
Made with care
Legacy
Built to last
Legacy
For me, legacy begins in the everyday.
The time you give, the example you set, and the small things your children remember. Sometimes, it’s as simple as getting dressed together before heading out for the day.
They’ll grow. Their style will change. I suspect my influence over their wardrobes has an expiry date.
ALA collective
Shared style.Memories in the making.
For now, I’m enjoying every matching moment.