Goat Fashion Newsletter

Goat Fashion was a London-based women's wear brand founded in 2001 by designer and creative director Jane Lewis. The name Goat referred directly to the brand's original material of choice: cashmere, a fibre sourced from cashmere goats. What began as a focused capsule collection of tailored separates and knitwear made from cashmere, wool and silk grew into a complete ready-to-wear label recognised for its understated elegance and investment-quality pieces. In 2013, Goat was selected for the Walpole Luxury Brands of the Future programme, cementing its standing within British luxury fashion. Celebrity fans included the Duchess of Cambridge, Victoria Beckham and Lana Del Rey.

A Brand Built on Luxurious Natural Fibres

From its founding, Goat placed the quality of its materials at the centre of every collection. Cashmere, silk and fine wool formed the backbone of the range, chosen for their softness, durability and natural elegance. Classic silhouettes – tailored coats, crepe dresses, fluid knitwear – were refined season after season through careful attention to cut and detail rather than trend-chasing. The result was a wardrobe of pieces designed to endure, earning the label a reputation as a destination for stylish, long-lasting investment dressing.

Jane Lewis: Creative Vision and Brand Identity

Jane Lewis served as both founder and creative director throughout Goat's two decades under that name, overseeing every piece from design through to production. The brand's distinctive handwriting – clean lines, restrained colour palettes and considered finishing touches – reflected Lewis's personal aesthetic directly. In 2012, Goat received backing from private equity fund Amery Capital and launched its e-commerce site, broadening its reach beyond its UK boutique stockists. Lewis's consistent creative control gave the label a self-assured identity that set it apart in a crowded luxury womenswear market.

Collections and Style

Goat's collections spanned tailored jackets and coats, cashmere knitwear, wool crepe dresses, trousers, skirts and silk tops. The aesthetic leaned toward a streamlined, timeless sensibility with a quietly modern edge – wardrobe staples elevated by clever colour choices and precise tailoring. The brand served women seeking quality over novelty, building a loyal following among those who valued craftsmanship and longevity over fast fashion.

Frequently Asked Questions

What happened to Goat Fashion?

In 2020, founder Jane Lewis sold the Goat global trademark to 1661/Goat Group, a sneaker and streetwear platform, following a trademark dispute. The resolution was described as amicable. In May 2021, the brand officially relaunched under the name Jane, also trading as Jane Atelier, with Lewis continuing as creative director. The brand's core aesthetic and design DNA remained unchanged under the new name.

Who founded Goat Fashion and when?

Goat Fashion was founded by Jane Lewis in London in 2001. Lewis named the brand after cashmere – the fibre that defined the early collections – which is derived from cashmere goats. She remained creative director for the entire lifespan of the Goat brand.

What materials did Goat Fashion use?

Goat's collections were built around luxurious natural fibres: cashmere, silk and fine wool. These materials were chosen for their quality, softness and the way they held a tailored shape. The brand positioned itself as a maker of investment pieces that would last, rather than seasonal trend items.

Did Goat Fashion have celebrity fans?

Yes. Among the label's well-known admirers were the Duchess of Cambridge (Catherine, Princess of Wales), Victoria Beckham and Lana Del Rey. This high-profile following helped raise the brand's visibility and reinforced its status within British luxury womenswear.

Was Goat Fashion a British brand?

Yes. Goat Fashion was founded and based in London. It was a British independent womenswear brand throughout its existence under the Goat name, and it was recognised as part of the British luxury sector through its inclusion in the Walpole Luxury Brands of the Future programme in 2013.

Where can I find Goat Fashion now?

Following the 2021 rebrand, the brand continues as Jane Atelier at janeatelier.com. Jane Lewis remains at the helm as creative director, and the collections continue to reflect the same values of fine natural materials, classic tailoring and understated elegance that defined the Goat years.

This catalogue and newsletter listing is part of the Catalink archive and may no longer be available to order. The information above describes Goat Fashion, the London womenswear brand founded by Jane Lewis in 2001, which rebranded as Jane Atelier in 2021. For current details, visit the company's official website.