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

A punk rock girl at heart, Alicia has travelled extensively, experiencing different cultures on many levels and is continually inspired to grow and collectively showcase her experiences via this brand to create 'the unseen'.

With an uncultivated imagination, strong focus on creative design and attention to detail, Alicia’s passion for thoughtfully and ethically sourced components is at the forefront of every decision. A range like no other has been created for the Greatfool girl.

A born-businesswoman with a background in textiles and having built brands previously, Alicia’s journey hasn’t been all smooth sailing. She has faced immeasurable loss and grief, losing both her parents at a young age. Her mother, an entrepreneur in her own right, has further inspired Alicia’s foray into Greatfool’s premium apparel and streetwear range.



Our Ethos

There is no Planet B. We’ve all heard it before, and it turns out– it’s true! So, although our main aim is to make women feel amazing, we’re determined to do it without impacting this beautiful planet of ours. You can read more about our brand ethos here 



We credit Aaron Sorkin of The Newsroom with the inspiration behind our brand message: 

"The greater fool is someone with the perfect blend of self-delusion and ego to think that he*she*they can succeed where others have failed."


Acknowledgement of Country

Greatfool HQ acknowledges the traditional owners of the land we live and work on, and we recognise that Aboriginal sovereignty has never been ceded.

We respect their knowledge and inherent ability to care for Country and their deep spiritual and cultural connection to it. We pay our respects to their Elders - past, present and future.