Beloved by celebrities, the style press and consummate fashionistas alike, British label Goat is entering its second decade with finesse as it unveils a redesigned website and plans to extend its reach across e-commerce. With a presence in over 50 UK stockists, the brand was founded by designer, Jane Lewis in 2002 and has come to be recognised for its signature understated luxury, cashmere knits and covetable dresses. “We have strong handwriting,” Lewis said, speaking to Vogue. “We aim for each collection to be tight and considered. I’m not interested in the theatre of fashion. This more about creating clothes that are stylish, discreet, versatile, but intelligent too.”
Finding a place for itself between the classic elegance of Celine and youthful appeal of Miu Miu’s aesthetic, Goat has attracted a loyal following that includes Victoria Beckham, Gwyneth Paltrow, Sienna Miller and Kirsten Dunst, delivering separates, sophisticated numbers and outerwear in its usual pared back style. Creative Director, Lewis feels now is the time to capitalise on the power of online, she said: “We have re-designed our website and have launched e-commerce. We’re already sold at my-wardrobe.com, Matches and Fenwick, but this is the first time we’ve been able to showcase what we do in our own environment. In the future, I’d like a standalone store, but I think the e-commerce site is the best way of servicing our customers at this point.”
Priding herself on a brand that places quality before anything else, Lewis found her gap in the market and the fashion cognoscenti found their go-to destination for beautiful cashmere channeling pure minimalist style. The label has grown as it has over time captured the imagination of retailers and clients, with its dresses, in particular, proving vastly popular. Priced at £395, and with knitted jumpers retailing at £160, the label’s price points are quietly competitive.
“We appeal to women in their twenties to their seventies,” explained Lewis. “It’s very broad. Our customers are independent and stylish, who use our clothes as springboards. This chic pared-down look – it’s an attractive and tempting way of dressing, no matter what age.”