On the verge of puking Multiplication out

$\large{\begin{array}{ccccccc} && & & R &F \\ \times& & & & A&F\\ \hline & & & L & E&S\\ & & & E & L&\\ \hline & & & S & S&S\\ \end{array}}$

Above shows a cryptogram, each letter represents a distinct digit. What is the value of $R+A+F+F+L+E+S$ ?

This question is adapted from the Raffles Institution Primary Maths World Competition (Raffles Institution is one of the most prestigious high school in Singapore!).