Sustainability is at the forefront of ALEAF’s brand value

• ALEAF launches the timeless and eco-friendly Liberty Collection 

By Venessa Anthony 

Alafiya Najmudeen, a local designer based in Melbourne, recently launched the Liberty Collection – the latest addition to her brand ALEAF. The collection features sustainable fashion accessories that are eco-friendly, timeless, and multi-functional. The Liberty Collection was launched and will be available at The Design Collective store down Stratford Avenue.

Speaking to The Morning Brunch on ALEAF and her inspiration behind it, Alafiya explained that she launched the brand out of her passion for helping the underprivileged. “At ALEAF, we want to be able to give people in underprivileged communities a second chance. A chance to be able to feel what it’s like to have a roof over their heads. A chance to educate themselves. A chance for employment so they’re empowered to live and not merely survive. We want to pave the way for them and let them feel that there is in fact a light at the end of the tunnel,” she added, explaining that 30% of the profits made from her sales go to charity. Alafiya has always, in her own words, been ambitious and creative, and she uses these positive traits to further her career in fashion, and at the end of the day, help uplift the lives of those who really need it.

At ALEAF, Alafiya told us that she dearly hopes that she is able to change the narrative of fashion through its gorgeous collection of what she likes to call “guilt-free bags”. This way, one is able to make a difference with one’s choices when it comes to how they present themselves to the world. Explaining her thought process, she stated: “We believe that fashion is supposed to be enjoyable and make you feel good in every way, but not at the expense of people, animals, or the planet. At ALEAF, we firmly believe that you really can make a difference with your choices.”

She also noted that in order to stay sustainable and protect our planet, her materials are all natural. “This particular range is made with cactus and pineapple leaves – materials easily sourced here,” she said, adding that her main goal for ALEAF is to create, deliver, and work toward a more equitable and sustainable world. Additionally, she informed us that all the products she makes are “PETA-Approved vegan”, so you can be certain that the brand has never harmed any animals in its manufacturing process. 

international certifications are further proof of the sustainability of ALEAF’s products. “We inspire and drive change across our industry and communities through our resources, influence and innovation,” she added.

Photos Saman Abesiriwardana