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British Independent Womenswear Brand Goat is Being Rebranded as Jane

  • 6th May 2021
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British Independent Womenswear Brand Goat is Being Rebranded as Jane

The 2 decade old Britain based independent womenswear brand Goat will soon be rebranded as Jane. The new name comes from Jane Lewis the founder of this amazing fashion brand. The British fashion company which started as a small cashmere brand recently sold its global trademark to US trainer etailer Goat.com for an amount which has been kept confidential.

Jane Lewis confirmed that she has sold the global rights for the Goat trademark to Goat.com and added that the rebranding as ‘Jane’ is the natural progression towards the next step.


There will not be any change to the brand’s product handwriting, 19 head office and retail employees, direct-to-consumer and wholesale operations. Even the costs would remain the same for the fashion brand.

The standalone store on London’s Conduit Street that the erstwhile Goat brand has, will carry on its business albeit as ‘Jane’ brand & identity. Everything including the product tags will be re-labelled as ‘Jane’ for the brand’s autumn/winter 2021 collections.

As per Jane Lewis, rebranding as Jane symbolizes more of her DNA, and of course more of her designs aesthetic. I some sense she finds it right, exciting liberating and good to step outside her name and stand besides her brand with her own name.

Jane is well renowned and well respected for its minimalist and sophisticated feminine styles. Over the past twenty years, the brand has steadily built a very strong and loyal following as a premium womenswear among all fashion lovers including some very famous celebrities.

Currently the Jane brand has around 30 stockists across the United Kingdom, including Matchesfashion. The premium womenswear is also sold by almost 20 international stockists across the globe.



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