Jane Lewis’ busy daily life was her inspiration for Goat. The brand was conceived in 2001, when the sort of elegant, understated pieces Jane craved couldn’t be found anywhere, so Jane decided to create her own, starting with an eight-piece capsule collection of wardrobe staples in the finest cashmere – hence the name Goat.
It might have comprised essential pieces but, as Jane points out, ‘simplicity done well is very hard to achieve’. But achieve it she did, and, spurred on by resoundingly positive feedback from friends, Goat has gone from strength to strength.
The collection has since diversified into other fine fabrics but the essence of individual, understated luxury remains the same and still forms the backbone of the business. As a working mother of three pre-teen children, Jane has essential insight into the lives of the women she designs for. That is why, over the past 15 years, Goat has established itself as a trusted British brand for the working woman’s all-important investment pieces. And Jane believes her lack of formal fashion training has actually contributed to her success, enabling her to learn ‘on the go’, through hard work and life experience.
The Goat collection is created for real women who find multitasking as intrinsic as breathing, and who want to look and feel their best without fuss or ostentation. ‘It’s my greatest hope that people wear Goat according to their own style – and lifestyle – demands,’ says Jane. ‘Goat’s ethos is a belief in style over fashion.’ It is only to be expected then that Goat’s discreet celebrity following epitomises the successful modern woman who is unfailingly elegant but has her own effortless style. Victoria Beckham, Gwyneth Paltrow, Emilia Fox, Sienna Miller and The Duchess of Cambridge are among the list.
Today Goat has developed into a complete ready-to-wear range with four seasonal launches per year. The core fabric of Italian wool crepe in exclusively dyed colours is complemented by luxurious knits, vibrant prints and sophisticated silks. The collection is renowned for dresses but also includes essentials such as blouses, cashmere sweaters and sharp coats and separates. Classic pieces with universal appeal, but with enough flair in the details to fit comfortably in the wardrobes of the modern working woman.
‘Goat is the kind of brand that spans all ages,’ says Jane. ‘You wear it, it doesn’t wear you.’
In 2012 Goat launched its own ecommerce site and, in 2014, the first Goat flagship store opened its doors on London’s Conduit Street in Mayfair. The Goat collection can also be found at the best international stockists including Matchesfashion.com, Saks Fifth Avenue, Fenwick of Bond Street and 50 UK stockists nationwide. Jane’s ambition is to expand the label further, extending the ecommerce offering and opening a standalone store in America. Ambitions that, for someone of Jane’s dynamism and energy, seem well within reach.
The key to Goat’s success is its self-assured brand identity and signature style. Classic silhouettes and wardrobe staples are elevated above the conventional by clever colour palettes and inspired little touches. Goat has filled a real niche – clothes that appeal across the board but that have enough of an edge to please women whose style demands something a little out of the ordinary. Goat represents now – as on the day it was launched – understated elegance for today’s successful and stylish woman.
GOAT 4 CONDUIT ST, LONDON, W1 +44 (0)20 7493 9323