Hitchcock's boys? (6)

I believe the answer is:

alfred

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'hitchcock's' is the definition.
Both the answer and definition are singular nouns.
Maybe you can see an association between them that I don't see?

I don't understand the rest of the clue.

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(Other definitions for alfred that I've seen before include "King of Wessex, known as "the Great"" , "- - Hitchcock" , "King after Ethelred" , "Cake-burning king" , "English-born film director" .)

I've seen this clue in the Evening Standard.

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