Swedish direct-to-consumer brand known for its minimalist Scandinavian design and high-quality cashmere knitwear.
ORIGIN
Sweden
PRICE TIER
premium
Founded in Stockholm in 2011 by friends Stephanie Bergström and Erik Magnuson, Soft Goat was created to make high-quality cashmere more accessible. The brand operates on a direct-to-consumer model, bypassing traditional retail markups to offer luxurious knitwear at a competitive price. With collections designed in Stockholm, the brand’s style is rooted in Scandinavian minimalism, featuring timeless, versatile pieces designed to last beyond seasonal trends. Core products include classic crewneck and turtleneck sweaters, cardigans, and elegant loungewear for both men and women.