Time Out says
Alef Alef features comfortable clothes, soft fabrics, and a simple colour palette.
Each Alef Alef collection is created from a new inspiration with a different perspective. Alef Alef designs manage to perfectly combine clean cuts with urban style into a piece suitable for the most high-end shoppers and basic buyers. The unique look of Alef Alef clothes is formed from integrating sophisticated trims, careful treatment of fabric, dyes and prints, and various hand crafting techniques. The collections are varied and form a complex, relaxed look, while staying fresh and natural.