How Corey Jefferys Turned Small Business Ideas Into a Million-Dollar Brand
Corey Jefferys has built one of Australia’s fastest-growing lifestyle brands in just three years. His label, Ready Or Not, recently marked its third anniversary with a high-profile celebration. Behind the success lies a personal journey shaped by hardship, discipline, and a clear vision for the future.
Jefferys grew up in housing commission estates, where he discovered a passion for fashion and fitness. These interests eventually led him to launch Ready Or Not, a brand blending streetwear with activewear. The concept filled a gap he had experienced firsthand—clothing that worked for both the gym and everyday life.
Before the business took off, Jefferys invested $27,000 in an e-commerce course to master digital marketing. The move paid off, helping him scale his small business ideas during its current explosive growth phase. His focus remains on longevity, drawing inspiration from established labels that have thrived for decades rather than chasing fleeting trends. Away from business, Jefferys is open about his struggles and sobriety, crediting his clean lifestyle to the demands of running a company. Long hours and relentless focus leave little room for distractions. He also uses his platform—boosted by 222,000 TikTok followers—to advocate for men’s mental health, a cause close to his heart. At the core of his drive is his son, Luca. Having grown up without a father, Jefferys is determined to be the role model he never had. This responsibility fuels his ambition, both as a parent and as an entrepreneur.
Ready Or Not continues to expand, now in its strongest growth phase yet. Jefferys’ blend of personal resilience, strategic investment, and commitment to authenticity has set his business apart. With a clear focus on the future, the label shows no signs of slowing down.
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