Jane Lewis, the founder of the luxury womenswear brand Goat, has recently rebranded her company, now known as Jane. In an undisclosed deal, she has sold the Goat trademark to Goat Group. The new label will be called Jane Atelier on its website and social media platforms, with Lewis gradually phasing out the use of the Goat name over the next few months.
To coincide with the rebranding, Jane officially debuted her new brand on Wednesday, showcasing the pre-fall collection featuring the updated name. This rebranding effort comes after a long legal dispute between Lewis and Goat Group, in which Lewis had successfully obtained a US injunction preventing Goat Group from selling clothing due to trademark infringement. Meanwhile, Goat Group had secured substantial funding to expand into the clothing segment.
The decision to rebrand the label as Jane seems logical considering the significant difference in size between Goat Group and the smaller womenswear brand. By using her own name, Jane Lewis is adding a personal touch and strengthening the connection between herself and her brand. Despite being a smaller company, Jane Lewis’s business has gained remarkable visibility thanks to the endorsement of high-profile celebrity clients such as Meghan Markle and Kate Middleton, the Duchesses of Sussex and Cambridge, respectively.
The rebranding of Goat as Jane represents a new chapter for the womenswear label. With a fresh name and continued support from influential clientele, Jane Atelier is well-positioned to make a lasting impact in the fashion industry.
Please find useful links about this topic below:
1. Jane Atelier Official Website
2. Goat Group Official Website
