Captured against the picturesque backdrop of southern France, the SOFT GOAT S/S ‘24 collection brings you a carefully curated selection of clothing that seamlessly blends soft pastels and timeless designs. Without compromising on luxury, the collection invites wearers to make a statement that resonates with the bold, sumptuous aesthetic of summer.

Angelina Bergenwall photographed Clarence HAASTER c/o ICONIC clad in the latest looks – styled by Columbine Smille.

The history of Soft Goat goes back to a dinner in 2010, when the two friends, Stephanie Bergström and Erik Magnuson, started talking about the cashmere sweater Erik was wearing. They thought that the material was both 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.

A year later, SOFT GOAT was born. Their main goal, both then and now : to sell quality clothing made from 100 % cashmere online. Using the internet as their sole...