After twenty successful years as one of Britain’s most admired independent womenswear brands, “Goat” is re-branding as “Jane” which will launch with the Pre AW21 collection in May 2021.

Goat Fashion London has agreed to sell their global “Goat” trademark to 1661/Goat Group for an undisclosed sum. As a result, Goat Fashion will now rebrand as “Jane” reflecting its Founder and Creative Director Jane Lewis. Customers will see a continuation in the brand’s core DNA and handwriting. All that will change is the name.

“Jane” will launch in May 2021 with Pre AW21 with new branding evolved from the original “Goat” branding.

“It feels like the perfect time for this natural progression,” says Jane Lewis, Founder and Creative Director. “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. ”

About the collection

Lewis’s first collection presented under the new name of “Jane” stays loyal to its subtle, stylish and discreet aesthetic, referencing aspects of the sixties and seventies that continue to inspire. The brand’s motto remains “less is more”.

The Pre AW21 collection features retro silk tops in chic ivory and black & white polka dots.

The 70s-inspired Tambi shirt showcases a perfect attention to detail: subtly raised shoulders, an elongated collar with fine rouleux details and high-ball buttons on deep cuffs.

High-waisted crop flares in Cornish yellow and black crêpe include high-ball button details with rouleux at the bottom. The sharp and clever suiting is designed to be worn together or separately with equal merit.

Elegant basics have been elevated to become modern classics, cleverly edited to showcase a multifunctional and highly versatile capsule collection.

Printed shirt-dresses are wrapped with integrated, shaped waistbands and ties, gathered backs and retro collars creating strong yet feminine shapes. Such delicate yet defining details can also be noticed in the perfectly ruffled neck collars and frill cuffs.

The 60s inspiration is strong with a selection of slick tunic dresses with highlights including the white Muriel shift dress with a square neck and covered buttons. Simplicity is key in the aqua Mila skirt with patch pockets.

The collection also includes a white burnout spot fabric which cleverly connects with the black & white polka dot fabric group. A stylish A-line skirt and shift top with patch pockets are designed to be worn together and equally as separates, in addition to a striking shirtdress with patch pockets for chic yet casual day-to-nightwear.

Jersey continues to be a strong part of the collection to add to the well-established Jersey boutique capsule. Flared high-waisted trousers with patch pockets and the introduction of a tailored blazer are clever separates to complement the already growing collection elevating jersey to new heights. Highlights also include the V-neck sleeveless pencil dress which is a strong nod to Breakfast at Tiffany’s.

Moving into the Main AW21 collection, key pieces include a velvet ruffle neck dress, the signature all-in-one jumpsuit and tartan wide-leg trousers that make up for an elegant laidback daytime look. Crepe and velvet partner up in chic tunic dresses, and velvet cuff details are present on both the knitwear as well as tailoring.

The cashmere knits become elevated classics in which to invest. Edited, beautifully detailed, forever pieces that come in a refined palette.

The outerwear conveys impactful simplicity for which Jane Lewis is known. The Axel pea coat and double-breasted Morgan coat include velvet details on the collar and pocket flaps – a nod to traditional British tailoring with a twist.

Visit the Jane website

Jane is a UKFT member. Interested in becoming a UKFT member? Find out more about membership here.