Womenswear brand Goat Fashion rebrands as Jane

British independent womenswear brand Goat Fashion has rebranded as Jane, referencing its founder and creative director Jane Lewis, after 20 years.

The move comes after the London-based business sold the global "Goat" trademark to US based sneaker platform 1661/Goat Group for an undisclosed sum.

Jane's new branding comes into force along with the brand's launch of its pre-fall collection and Lewis has stressed that the label's established DNA and handwriting will continue.

Jane Lewis

“It feels like the perfect time for this natural progression. '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," Lewis said.

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”.

Key pieces in the new collection include retro silk tops in ivory and black & white polka dots, the 70s-inspired Tambi shirt, high-waisted cropped 70s flares, printed shirt dresses, slick tunic dresses, shift dresses, shift top and A-line skirt, cashmere knits and outwear.

Last year Goat Fashion won a legal battle with 1661/Goat Group after the sneaker platform began to sell fashion. Goat Fashion owned the trademark to sell fashion under the Goat brand, globally and in the US, and a federal judge in New York “preliminarily enjoined” Goat Group from selling fashion last October in what was seen as a "David & Goliath" court battle. The acquisition of the trademark from Goat Fashion will now permit Goat Group to continue its expansion into clothing.