4.5/5 - Rated by families
MAKE IT THEIRS.
Shirt-shaped luggage and backpacks made to be personalised.
60-day 100% satisfaction guarantee.
DESIGN THEIR ALPHA
Choose it. Personalise it. Make it theirs.
MAKE IT YOURS AT HOME
When it arrives, add the stickers, patch, keychains and other details to create their own look.
READY TO GO
Their alpha is now completely their own. Ready for school, travel and everyday adventures.
THE DETAILS THAT MATTER
Magnetic patch
Built-in metal patch area that works perfectly with our magnetic patches.
TSA security lock
Featuring a TSA Lock. An international security system that lets authorities safely inspect your luggage during travel, ensuring protection and peace of mind.
Polycarbonate shell
Luggage constuction is made of strong 100% German polycarbonate.
silent wheels
Hinomoto wheels for a quiet, smooth ride.
Ergonomic back
Comfortable to wear and adaptable to your needs.
key organiser
Featuring internal key storage designed for everyday convenience, it keeps your keys secure, easy to find, and safely tucked away while you’re on the move.
hidden compartment
Hidden soft plush lining compartment for 13” laptop or 11" tablet. Depending on size of backpack.
Insulated pocket
Our backpacks come equipped with a sealed lunch box compartment, ensuring your food stays fresh.
KIDS GET IT. PARENTS RATE IT.
it all started at home.
Our founder, Sebastian Svard, spent years as a professional footballer, playing for clubs including Arsenal, Borussia Mönchengladbach and Stoke City. Today, he is a father of three, and it was one of his own children who sparked the idea behind alpha®.
It started with a jersey his son simply didn’t want to take off. Not for school. Not for sports. Not even for the next day. As a former professional player, Sebastian understood exactly why. A jersey is more than clothing. For a child, it can represent identity, belonging, heroes and the feeling of being part of something bigger. But as a parent, he also knew the reality: constant washing, the cost, and how quickly children grow out of the things they love.
That raised a simple question:
What if children could carry that same feeling with them every day. Without having to wear the jersey? That question became alpha®. A brand inspired by sport, shaped by family life and developed from a parent's perspective. Creating products that let children express who they are, wherever they go.
ALPHA VS STANDARD KIDS BAGS & LUGGAGE
Personal details included with the product
INCLUSIVITY
Often unavailable or costs extra
Create a look around their identity
PERSONALITY
Choose from a finished colour or print
Swap patches, stickers & accessories
OPTIONS
Usually one permanent look
Patented shirt-shaped design
UNIQUE
Traditional bag or suitcase shape
School, sport, weekends & travel
ANYTIME
Often designed for one main use
Frequently asked questions
ORDERS & CUSTOMISATION
Choose your product and personalisation online, then customise it together at home using the included patches, stickers and accessories. Simple guides are available on the product page.
Yes. Patches, stickers and accessories can be swapped or replaced, so their alpha® can change with them.
SHIPPING
Most products are dispatched within 1–2 business days. Customised Cabin Luggage requires up to 7 days preparation time before dispatch due to printing.
Yes. We ship to many countries worldwide. Available shipping options are shown at checkout. If your country isn't available, contact us and we'll see if we can help.
RETURNS & GUARANTEE
Use and customise your alpha® as intended. If you're not satisfied for any reason, you can return it within 60 days.
