After 15 years, the Goat founder’s commitment to clean lines and elegant cuts remains as strong as ever
As the luxe womenswear brand Goat celebrate its 15th anniversary with the release of a capsule collection, Goat 15, Drapers spoke to founder Jane Lewis about how the brand has evolved and where it is going next.
Tell us a little about Goat 15
We’ve done a really beautiful edit to commemorate out 15-year anniversary. To do that, we looked back at our archive and pieces that have become iconic in some way or have been cult pieces in the collection. We looked at hero styles or pieces with overwhelming press, or pieces championed by the fashion press, so we applied a broad overview to the collection. It wasn’t just pieces that I personally liked – we looked to industry insiders and the sales figures that supported our hero pieces and some really loved silhouettes.
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What are your favourite pieces in the collection?
I love the Lola dress because of its timeless appeal – I have several myself and they never really lose their shine. I love the Ava dress too. The Bijou all-in-one is very cool. We do a lot of all-in-ones and I wear them all the time. It’s my go-to item when I have to go for a dinner or a business meeting and I don’t know what to wear. They’re very understated and chic and that’s what we’re really good at. I’ve seen a lot of women wearing them and looking wonderful. That is the trick of Goat – we can dress so many people.
How has the brand have changed since you started?
It’s a lot broader and more established, but we’ve really managed to stay true to our handwriting and our ethos: less is more. We are committed to designing future classics. The range incorporates more separates than when we started – we are very much a capsule collection, but now there is more choice for our customers. We dress people for a 24-hour wardrobe, for all seasons.
What is the most important aspect when you design?
The customer. I try to eliminate the vanity that can creep in when designing a collection. I am very conscious of who my customer is, and that is the foremost concern. Other than that: fit, quality and refinement. Making things look effortless is incredibly hard work, so it’s really important that our clothes are excellent quality – effortless and elegant. Finishing is important as well, because our clothes are so cleanly designed, each detail is unforgiving from a design point of view and it has to be perfect.
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What’s the aesthetic?
Clean and pared down – always stylish and chic. I pride style over fashion. Effortlessly elegance is what I strive for.
How did you start out?
I started as many companies do, from small acorns, with a few key pieces that I thought were missing in the market, mostly things from men’s tailoring. There were some great trousers, and clean, neat, chic and versatile pieces. We want them to work for our customer so they don’t have to do the hard work. When I started out, the brand was really about refining the essence of a great garment. Getting something to fit really well without over-designing for designs sake – that’s the crux of it.
Why the name Goat?
I wanted something memorable and different. Cashmere originates from goats, and as that was the mainstay of the collection to begin with, it fitted well.
Where next for the brand?
We want to continue solidifying in the US. We launched there a year ago with ecommerce, and we’re in some independent stores, as well as [luxury department store] Saks Fifth Avenue. We’d also like to introduce some accessories, too, which I’m looking forward to. Bar that, we want to maintain our position, and keep doing what we do well.