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Goat / Jane Story

Goat Fashion shop

GOAT REBRANDS AS JANE

After twenty successful years as one of Britain's most admired independent womenswear brands Goat has rebranded as Jane with the Pre Autumn Winter 2021 collection. Rebranding as Jane signifies the influence of Founder and Creative Director of 20 years Jane Lewis. The classic aesthetic, core DNA and values of the brand will remain the same. As a team we are excited about becoming Jane and look forward to sharing this new chapter with you.

“Goat has always been a reflection of my personal style and designing as Jane will only strengthen and consolidate my aesthetic and association with the brand. I’m incredibly excited to take this next step. " - Jane Lewis, Founder and Creative Director.

THE BRAND

Jane is a truly British brand, established as Goat by founder and designer Jane Lewis in 2001. The label now synonymous with understated luxury began life as a cashmere range for the fashion cognoscenti, and has since developed into a full ready-to-wear collection. Signature luxury knits have been complemented by equally recognisable separates, dresses and outerwear.

ABOUT OUR FOUNDER

Founder and Creative Director Jane Lewis is the quintessential self-made British woman. She believes that her absence of formal fashion training has enabled her to learn “on the go” through sheer grit, hard work and life experience. Formerly assistant to Elspeth Gibson, working on beautiful, elegant evening wear, Jane was inspired to shift her attention to something every woman needs: a working wardrobe.

A working mother of three, Jane’s daily life is as varied and busy as the lives of the clientele she designs for. Jane clothing is created for real women, who multitask as intrinsically as breathing, and who want to look and feel their best without fuss or ostentation. It comes as no surprise that Jane’s discreet celebrity following epitomises the modern successful woman: hard working, at the top of her game, effortlessly stylish. Victoria Beckham, Lana del Rey, Gwyneth Paltrow and The Duchess of Cambridge are among the brand’s quiet celebrity clientele.

  • JANE LEWIS, FOUNDER AND CREATIVE DIRECTOR

ABOUT THE BRAND

The key to Jane’s success is its self-assured brand identity; its ‘handwriting’. Jane represents understated elegance for stylish, discerning women.

Each piece is individually tailored using only the finest materials. Crafted to the highest standards, Jane clothing has fast become the go-to brand for stylish investment pieces which truly endure, thanks to classic tailoring, attention to detail and luxurious materials.

Classic silhouettes and wardrobe staples are elevated above the conventional by clever colour palettes and inspired little touches. British style is characterised by its diversity, by its freedom. Jane has filled a real niche – classic pieces with universal appeal, but enough flair in the details to hang comfortably in the wardrobes of women whose style demands a little something out of the ordinary.

Jane clothing is found in more than fifty UK stockists, including Matches Fashion and Harrods. The first flagship store opened in 2014 on Conduit Street, Mayfair.

  • HARPER'S BAZAAR