Our key aim is to sell high quality knitwear online. With the Internet as our sole distribution channel, we can keep prices low and rapidly launch new products. We offer both classic and popular designs in a range of colors.

The story of Soft Goat goes all the way back to a dinner in 2010 when two friends, Stephanie Bergström and Erik Magnuson, started talking about the cashmere sweater Erik was wearing. Both of them thought that the material was soft and comfortable but that the prices of cashmere clothes and products were relatively high, they wondered if cashmere really had to be so expensive.

One year later, 2011, Soft Goat was born. The key aim was, and still is, to sell high quality knitwear online.