In Conversation with Alpha60
Community
April 16, 2026
On Building Something Beyond Clothing
James St (JS), Alex and Georgie Clearly as Alpha60 (A6)
Alpha60 has never been just about clothes. From motifs to merchandising, the role of co-founding siblings Alex and Georgie Cleary is not merely to produce garments, but to construct entire worlds.
Shaped by art, cinema and instinct, every element of the cult-favourite brand works towards building something immersive. Melbourne-born and proudly independent, the Clearys’ practice moves between the conceptual and the everyday, where pieces are designed not just to be seen, but to be lived in.
The result is a label built on relaxed shapes, playful prints and subtle twists on everyday pieces; think shirts, dresses and outerwear that feel familiar at first, then reveal something a little different the longer you look.
With their first Queensland store landing on James St, we step into the world of Alpha60 with Alex and Georgie.
JS: For those who don’t know the backstory, can you share the inspiration behind the name “Alpha60” and how that cinematic influence still resonates today?
A6: The name comes from Alphaville, a Jean-Luc Godard film, specifically the computer Alpha60 that runs the city. We were drawn to that slightly dystopian tension between logic and emotion, structure and humanity. That contrast still shows up in our work today. Quite considered, sometimes restrained shapes, but always softened by movement, texture and feeling.
JS: The James St store is your first store in Queensland. What made you pick James St to house the ninth member of your retail family?
A6: James Street just felt right. It has a strong vibe that really captures Brisbane, and we loved the idea of being part of such a well-established, creative retail community.
JS: From a giant pigeon to multi-level mechanised clothing racks, each Alpha60 store has its own distinctive design elements. How did the almost other worldly, animalian figures that inhabit the James St space come about?
A6: I’m [Alex] always making plate faces with my children at breakfast, and I’ve become fascinated by the characters that evolve from them. We decided to bring those characters to life and turn them into guardians of our James Street store. They’re familiar, but slightly strange. Playful and a little uncanny. We like the idea that the store feels like somewhere you step into, not just somewhere you shop, and these figures really give it that sense of personality.
JS: If you had to pick one piece from the current collection to encapsulate this neighbourhood, what would it be and why?
A6: One of the ruched Liberty print pieces. It captures that classic feminine floral, but with a modern edge. Soft and feminine, yet still confident and a little unexpected.
JS: Alpha60 is proudly independent. What does a direct-to-consumer approach allow you to do differently as a brand?
A6: It gives us a lot of freedom. We can take our time, trust our instincts, and design with intention rather than chasing trends. Being close to our customers, especially through our stores, keeps us grounded and constantly learning.
JS: Your designs continue to draw from the worlds of both film and art. What’s currently on your mood board?
A6: Right now, we’re looking a lot at the natural world, how nature builds its own architectural structures and colour palettes. Alongside that, we’ve been deep diving into 1970s ski magazines, which has been unexpectedly inspiring.
JS: Working as a sibling duo is a rare feat in fashion. How do your individual perspectives show up differently within the brand?
A6: We definitely come at things from different angles. One of us might respond more instinctively, the other more structurally. That push and pull is a big part of why Alpha60 feels balanced. Ideas get challenged, refined, and usually end up better because of it.
JS: How has working together shaped your relationship, both creatively and personally?
A6: We call it a synergy, where the sum is greater than the parts. Having that strong bond gives us both the confidence to pursue bigger and better ideas, creatively and personally.
JS: What started as a simple screen-printed pocket to the cult favourite label it is today, what does success look like to you now?
A6: What began as a hobby with no real expectations has grown into something much bigger. Success now is about evolution. Staying creatively excited and making sure our extended Alpha60 family feels inspired and valued.
JS: What continues to excite you about making clothes together?
A6: It’s always evolving, which means there are endless opportunities for our ideas to come to life in new ways.
JS: You’ve previously collaborated with artists like Patricia Piccinini and Mikala Dwyer. Is there a dream collaboration still on your wish list?
A6: We’ve been incredibly lucky to work with some of our favourite artists, many of whom have become good friends. Our dream list is still quite long. There are so many amazing Australian contemporary artists. Coming up, we have a collaboration with furniture designer Jon Goulder launching during Melbourne Design Week. Beyond that, you’ll have to wait and see.
JS: What does the next era of Alpha60 look like, any new forms of media or projects on the horizon?
A6: There are definitely more art projects ahead, and we love the idea of expanding into other formats. A film could be really interesting.
JS: Is there anything else you’d like to share with us?
A6: We’re really excited to join James Street and can’t wait to be part of the community. We’re hoping for a big Queensland hug from our friends up north.
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