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.





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.