Goat is a quintessentially British brand, established by founder and designer Jane Lewis in 2001 who started the company without any formal training, from her home. The label now synonymous with understated luxury began life as a cashmere range and is known for its effortless luxury and discreet style. Originally a specialist cashmere brand, it has since grown into a full ready-to-wear brand that also offers dresses and separates.
“Goat’s discreet celebrity following epitomises the modern successful woman; Victoria Beckham, Lana del Rey, Gwyneth Paltrow and The Duchess of Cambridge are among the brand’s quiet celebrity clientele”
Known for its minimalist and sophisticated feminine styles, the brand is a favourite of the premium womenswear market. Goat’s discreet celebrity following epitomises the modern successful woman; Victoria Beckham, Lana del Rey, Gwyneth Paltrow and The Duchess of Cambridge are among the brand’s quiet celebrity clientele as well as fashion editors at Vogue and Harper’s Bazaar.
Jane started Goat in the absence of formal fashion training and learned her training through sheer grit, hard work and life experience. Formerly assistant to fashion designer Elspeth Gibson, working on beautiful, elegant evening wear, Jane was inspired to shift her attention to workwear. Goat clothing is created for real women, it represents understated elegance for stylish, discerning women, the label is regarded as one of fashion's little secrets. As a working mother of three, it is Jane’s aim to create clothing for real women and to create effortlessly stylish investment pieces.
“Jane started Goat in the absence of formal fashion training and learned her training through sheer grit, hard work and life experience”
I discovered Goat when I was looking for feminine but work appropriate clothing. Tailored to perfection all the Goat dresses I own are statement making, sophisticated pieces in bold colours. It is interesting how most of us tend to gravitate towards black especially for work, however a striking colour actually brings so much more confidence; all of my Goat dresses are treasured items in my wardrobe, they make me feel stylish and well-presented without feeling frivolous. I was thrilled when Jane kindly agreed to have a call with me to answer some questions about her journey.
You have been able to build a business in an ultra-competitive industry without having formal design training or a business background. How has your journey been?
After a few years of working in the industry, I spotted a gap in the market. I realised there was a niche for everyday clothes and decided to launch my own label. When you don’t have formal training, you have to hit the ground running and graft. I learnt from the professionals around me which suited me very well. It’s a different sort of learning curve.
I had no expectations or anxiety starting out - as they say, ignorance is bliss.
I had a great deal of enthusiasm and tenacity. I had enough initial resolve to adhere to my design aesthetic.
“You have to learn as you go. Be resilient and flexible. I don’t believe in looking back with regret.”
What advice would you give your younger self?
I am fairly pragmatic; you can only make the best decisions you can at any given time. You have to learn as you go. Be resilient and flexible. I don’t believe in looking back with regret.
What is your message to would-be entrepreneurs?
Begin.
There is never a good time, no time is particularly better than another. You need to have faith, luck, courage, grit and opportunity. There is inevitably going to be failure and rejection, however you need to accept it, learn from it and move on.
To develop a brand you need to have a defined creative style. Not everyone will like it and that’s ok.
You can’t worry about what everyone will think.
You are a working mother of three, Goat has many working mothers, please could you tell us a little more about the working culture at your company?
My staff stay with me for a very long time - this company is like a second family and that’s very important to me. I’m quite relaxed in my view, life sometimes gets in the way. You can’t predict when a childcare issue will come up - but inevitably it will. All my staff are extremely efficient, and I try to be very considerate to their collective needs.
“There is inevitably going to be failure and rejection, however you need to accept it, learn from it and move on”
How has Goat adapted to the Covid-19 pandemic?
The designs and aesthetic remain the same, I didn’t change the DNA of my brand because of the pandemic. We were very mindful of the breath of the collection, we made it slightly smaller. There was no dramatic change, as much as possible it was business as usual.
What are the cornerstones of your company?
My profound belief in style over fashion. We have developed a very strong and consistent handwriting and I seek to always maintain my creative identity.
What's the best piece of advice that you've been given when it comes to handling the industry?
Do not confuse business and fashion. They are two very different disciplines - in that vein you should be able to distinguish between your head and your heart when inevitable hard decisions present themselves.
What’s the biggest challenge facing fashion today?
Without question, implementing sustainable practise within companies. It will take time to revolutionise the way in which we shop, wear, respect and care for our clothing in a way that has for too long been cast aside.
“We have developed a very strong and consistent handwriting and I seek to always maintain my creative identity”
How important to you is the idea of investing in limited pieces that really last, as opposed to quick, throwaway trends?
I advocate style over fashion and in that vein I try to invest in versatile pieces that I can update where possible. That’s not to say that I don’t select a few ‘fashion’ pieces per season, rather the balance is tipped towards quality over quantity.
What are the foundations of your capsule wardrobe, the hero pieces that you can build upon?
Great jeans, always. Then a cream silk shirt, black trousers (our Duchess flare and the Cooper crop), a wool crepe top (I like our Cosmo style). A beautifully tailored coat and/or a chunky knit are also cornerstones for me as well as a black, small crew neck. Last but not least a midi dress and an all-in-one.
I have a few simple basics that I wear a lot. My style is quite paired down. Most of the things I love are quite old, I wear them irrespective of what’s in fashion.
What is luxury to you?
Comfort and confidence which wonderful quality clothing can bestow. To feel one's very best – it's not a monetary equation. Luxury is a feeling not a price tag.
You can find out more about Goat Fashion products by visiting a retailer or at https://www.goatfashion.com/
Photographs contain clickthrough URL’s where appropriate
Photography courtesy of Goat Fashion