1993…
Chief Designer for ‘Basic Black Pte. Ltd.’

1994…
Finalist in ‘Young Designer Fashion Contest’
1st Runner-Up in ‘Walt Disney Fashion Contest’

1995…
Winner of ‘Singapore Fashion designer Contest’
First runner-up of ‘Asia Designer Awards’
Won scholarship in ‘Raffles LaSalle Int’l School of Design’
Represent Singapore in Japan Grand Prix Award – ‘Winner of Wool-Spin Award’

1997…
Winner of Singapore ‘Smirnoff International Contest’
Represent Singapore in London for ‘Smirnoff International contest’

1999…
Set up own label

2000…
Judge of ‘Smirnoff International Contest’
Represent Singapore in ‘Beijing Fashion Week 2000’

2001…
Nominated as Top 5 labels in ‘Singapore Fashion Awards’
Judge of ‘Smirnoff International Contest 2001’
Nominated Top 20 designers in Enkamania International judge by Yohji and JPG

2003…
Collaborated with Swatch Singapore to create outfits for Swatch Spring/summer 2003 launch.
Participated in Singapore Fashion Week 2003 – ‘The Designer Show’

Launch ‘ ’ at Heeren.
2006…
Launch ‘ ’ at Bugis.
2008…
Singapore Fashion Festival 2008
2009…
Launch ‘ ’ at City Square Mall

2010…
Launch ‘A.W.O.L.’ at Blueprint Singapore

2010…
Launch ‘A.W.O.L.’ S/S 2011 at ‘ROOMS’ Japan Tokyo

2011…
Launch ‘A.W.O.L.’ A/W 2011 at ‘Rendez-vous’ Paris
Launch ‘A.W.O.L.’ Criuse 2012 at ‘Blueprint 2011’ Singapore
Launch ‘A.W.O.L.’ S/S 2012 at ‘Magic WWD’ Las Vegas
Launch ‘A.W.O.L.’ S/S 2012 at ‘Capsule’ New York
Launch ‘A.W.O.L.’ S/S 2012 at ‘‘Capsule’ Paris

Company’s philosophy
The company named ‘The Little Voice Pte Ltd’ was set up in 2004 by Alfie Leong who believes fashion is a lifestyle and everyone deserves a voice in it; regardless of gender, race,religion or age. We design with a simple reason – creating unconventional designs for customers who want to express themselves and be inspired. The concept is to merge the boundaries between creativity and practicality fusing a diverse world of inspirations and cultures.
We focus at being different, allowing you to express your individualism with our private labels, ‘ ’ unique designs, affordable, essential and ‘A.W.O.L.’ embodiment of luxury and sophistication in its fabric. It is meant for all walk of lives; regardless of who you are.
The sincere application of functional details, the conscious creation of new silhouettes, not forgetting the comfort and prompting your inner creativity are what we aim to achieve with our products.
Live in fashion, be seen and The Little Voice shall be heard.

The Brand
‘AWOL’ stands for; ‘All Walks Of Life’ is a ladies’ wear label. Alfie sees women act as different roles in their lives; serious and fun moments. That said, every woman should not go down to feel that she is not able to dress in style. Thus, ‘AWOL’ focus positive energy, celebrates uniqueness and encourage to seek originality and refinement for everyday people.
Design with creative style lines, coupled with high quality fabric, and feminine details that compliment modern women. ‘AWOL’ celebrates every woman’s rights and focus on individualism. Fusing both East and West cultures as inspirations, the brand is unconventional, free flow without the restrictions of main stream trends or colours.
People from all walks of life are embraced by an individualistic brand with sophistication and design. These aesthetics speaks the key philosophy of ‘AWOL’.