Our Story

Greatfool is a Melbourne-based lifestyle and apparel brand, celebrating spirituality, music, empowerment, and contemporary culture. We cater to women with a story and value uniqueness and diversity. We do this by offering our customers beautifully made, inspired, ready-to-wear pieces, and lovingly-curated lifestyle products inspired by culture, nostalgia and ideology. 

Alicia Jackson - Our founder 

We exist for spirituality, culture, diversity and quality - with a heavy sprinkling of badassery.

We like to shake things up and deliver distinctive ready to –wear pieces and lovingly curated lifestyle treasures so you yourself can break the mold and be a Greatfool girl.     

It only took a couple decades of punk rock shows combined with curious sampling of diverse cultures around the globe for Alicia Jackson (Founder) to grow the inspiration for this brand. Tired of cookie-cutter fashion and homewares, she was practically bursting at the seams to make her mark and create something entirely different from the norm using the same ethos for quality and edgy style she’d grown to appreciate over the years. Throw in a fair amount of day dreaming, a smidgen of delusion and hell of a lot of hard work and ta-da – Greatfool was born.

Inspired by her late mother - a sassy entrepreneur in her own right - Alicia strives to create authentic, premium products that empower us to showcase our individuality. With fearless imagination and a strong focus on attention to detail, Alicia’s passion for thoughtfully and ethically sourced components is at the forefront of every decision made.

With a steadily growing team of bold and spirited women, Greatfool has no plans of slowing down. Watch this space for more coveted goodness – we invite you to celebrate your fine self with us. 

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