diff --git a/ChangeLog.md b/ChangeLog.md
--- a/ChangeLog.md
+++ b/ChangeLog.md
@@ -11,3 +11,7 @@
 ## 0.1.0.3
 
 Depend on fork of `lucid` that retains attribute order
+
+## 0.1.0.4
+
+Remove "data-" prefix from Alpine.js attributes
diff --git a/lucid-alpine.cabal b/lucid-alpine.cabal
--- a/lucid-alpine.cabal
+++ b/lucid-alpine.cabal
@@ -1,6 +1,6 @@
 cabal-version:      1.12
 name:               lucid-alpine
-version:            0.1.0.3
+version:            0.1.0.4
 license:            BSD3
 license-file:       LICENSE
 copyright:          (c) 2021 Wavi Labs LLC
diff --git a/src/Lucid/Alpine.hs b/src/Lucid/Alpine.hs
--- a/src/Lucid/Alpine.hs
+++ b/src/Lucid/Alpine.hs
@@ -10,8 +10,8 @@
 -- Declare a new Alpine component and its data for a block of HTML
 xData_ :: Maybe Text -> Attribute
 xData_ = \case
-  Nothing     -> makeAttribute "data-x-data" mempty
-  Just object -> makeAttribute "data-x-data" object
+  Nothing     -> makeAttribute "x-data" mempty
+  Just object -> makeAttribute "x-data" object
 
 {-
 <div x-data="{ open: false }">
@@ -25,7 +25,7 @@
   :: Text -- ^ Attribute name
   -> Text
   -> Attribute
-xBind_ attr = makeAttribute ("data-x-bind:" <> attr)
+xBind_ attr = makeAttribute ("x-bind:" <> attr)
 
 {-
 <div x-bind:class="! open ? 'hidden' : ''">
@@ -39,7 +39,7 @@
   :: Text -- ^ Event name
   -> Text
   -> Attribute
-xOn_ event = makeAttribute ("data-x-on:" <> event)
+xOn_ event = makeAttribute ("x-on:" <> event)
 
 {-
 <button x-on:click="open = ! open">
@@ -50,7 +50,7 @@
 -- | x-text
 -- Set the text content of an element
 xText_ :: Text -> Attribute
-xText_ = makeAttribute "data-x-text"
+xText_ = makeAttribute "x-text"
 
 {-
 <div>
@@ -63,7 +63,7 @@
 -- | x-html
 -- Set the inner HTML of an element
 xHtml_ :: Text -> Attribute
-xHtml_ = makeAttribute "data-x-html"
+xHtml_ = makeAttribute "x-html"
 
 {-
 <div x-html="(await axios.get('/some/html/partial')).data">
@@ -78,8 +78,8 @@
   -> Text
   -> Attribute
 xModel_ mods = case mods of
-  [] -> makeAttribute "data-x-model"
-  _  -> makeAttribute ("data-x-model." <> intercalate "." mods)
+  [] -> makeAttribute "x-model"
+  _  -> makeAttribute ("x-model." <> intercalate "." mods)
 
 {-
 <div x-data="{ search: '' }">
@@ -92,7 +92,7 @@
 -- | x-show
 -- Toggle the visibility of an element
 xShow_ :: Text -> Attribute
-xShow_ = makeAttribute "data-x-show"
+xShow_ = makeAttribute "x-show"
 
 {-
 <div x-show="open">
@@ -107,10 +107,10 @@
   -> [Text]     -- ^ List of x-transition modifiers
   -> Text
   -> Attribute
-xTransition_ Nothing [] _ = makeAttribute "data-x-transition" mempty -- No directive or modifiers
-xTransition_ (Just dir) [] attrVal = makeAttribute ("data-x-transition:" <> dir) attrVal -- Directive with custom transition classes
-xTransition_ Nothing mods _ = makeAttribute ("data-x-transition." <> intercalate "." mods) mempty -- No directive, but with modifiers
-xTransition_ (Just dir) mods _ = makeAttribute ("data-x-transition:" <> dir <> "." <> intercalate "." mods) mempty -- Directive with modifiers
+xTransition_ Nothing [] _ = makeAttribute "x-transition" mempty -- No directive or modifiers
+xTransition_ (Just dir) [] attrVal = makeAttribute ("x-transition:" <> dir) attrVal -- Directive with custom transition classes
+xTransition_ Nothing mods _ = makeAttribute ("x-transition." <> intercalate "." mods) mempty -- No directive, but with modifiers
+xTransition_ (Just dir) mods _ = makeAttribute ("x-transition:" <> dir <> "." <> intercalate "." mods) mempty -- Directive with modifiers
 
 {-
 <div x-show="open" x-transition>
@@ -121,7 +121,7 @@
 -- | x-for
 -- Repeat a block of HTML based on a data set
 xFor_ :: Text -> Attribute
-xFor_ = makeAttribute "data-x-for"
+xFor_ = makeAttribute "x-for"
 
 xForKey_ :: Text -> Attribute
 xForKey_ = makeAttribute ":key"
@@ -135,7 +135,7 @@
 -- | x-if
 -- Conditionally add/remove a block of HTML from the page entirely.
 xIf_ :: Text -> Attribute
-xIf_ = makeAttribute "data-x-if"
+xIf_ = makeAttribute "x-if"
 
 {-
 <template x-if="open">
@@ -146,7 +146,7 @@
 -- | x-init
 -- Run code when an element is initialized by Alpine
 xInit_ :: Text -> Attribute
-xInit_ = makeAttribute "data-x-init"
+xInit_ = makeAttribute "x-init"
 
 {-
 <div x-init="date = new Date()"></div>
@@ -155,7 +155,7 @@
 -- | x-effect
 -- Execute a script each time one of its dependancies change
 xEffect_ :: Text -> Attribute
-xEffect_ = makeAttribute "data-x-effect"
+xEffect_ = makeAttribute "x-effect"
 
 {-
 <div x-effect="console.log('Count is '+count)"></div>
@@ -164,7 +164,7 @@
 -- | x-ref
 -- Reference elements directly by their specified keys using the $refs magic property
 xRef_ :: Text -> Attribute
-xRef_ = makeAttribute "data-x-ref"
+xRef_ = makeAttribute "x-ref"
 
 {-
 <input type="text" x-ref="content">
@@ -177,7 +177,7 @@
 -- | x-cloak
 -- Hide a block of HTML until after Alpine is finished initializing its contents
 xCloak_ :: Attribute
-xCloak_ = makeAttribute "data-x-cloak" mempty
+xCloak_ = makeAttribute "x-cloak" mempty
 
 {-
 <div x-cloak>
@@ -188,7 +188,7 @@
 -- | x-ignore
 -- Prevent a block of HTML from being initialized by Alpine
 xIgnore_ :: Attribute
-xIgnore_ = makeAttribute "data-x-ignore" mempty
+xIgnore_ = makeAttribute "x-ignore" mempty
 
 {-
 <div x-ignore>