The two founders of Soft Goat share a love of all the wonderful qualities of cashmere: its sustainability, its versatility and its sheer softness and beauty. With a determination to slice costs, they are now spreading that love, making 100 per cent cashmere accessible for everyone. “It all started when I was chatting to my friend, Erik Magnuson, about his cashmere jumper and reflected on how it had kept its quality for such a long time,” Stephanie Bergström recalls. “We were talking about how cashmere is so costly and wondering whether there might be a way to sell beautiful, high-quality cashmere jumpers at a better price.”