Greatfool is a Melbourne-based lifestyle and apparel brand that celebrates spirituality, music, empowerment, and contemporary culture. We’re all about the women with stories to tell, those who value their unique edge and embrace diversity.

We bring this vision to life through beautifully crafted, ready-to-wear pieces and thoughtfully curated lifestyle products—each one inspired by culture, nostalgia, and bold ideas. From statement styles to everyday essentials, Greatfool is here to inspire and empower, offering you more than just fashion—it's a way of life.

 

Alicia Jackson - Our founder 

 

We’re here for spirituality, culture, diversity, and quality—all served up with a bold side of badassery.

At Greatfool, we’re all about breaking the mold, delivering distinctive ready-to-wear pieces and carefully curated lifestyle treasures that let you do the same. Think of us as your go-to for shaking things up, for being unapologetically yourself, and for embracing the unexpected.

Greatfool is the brainchild of Alicia Jackson, a founder who spent a couple of decades at punk rock shows and collecting inspiration from every corner of the globe. After seeing far too many cookie-cutter fashion lines and homewares, she decided it was time to create something different—something with heart, attitude, and an unwavering commitment to quality and edge. Armed with daydreams, a touch of wild imagination, and a whole lot of hustle, she brought Greatfool to life.

Inspired by her late mother—a fierce entrepreneur in her own right—Alicia pours that same fiery spirit into everything she makes. With a focus on thoughtfully and ethically sourced components, she’s on a mission to empower people to own their individuality with confidence.

Today, Greatfool’s growing team of bold, spirited women is just getting started. We’re crafting the kind of style that turns heads and sparks conversations. So keep an eye out—we’re here to help you celebrate your finest self and invite you to join the Greatfool revolution.

 

 

            

 

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.  

 

Credit

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