If you were to ask any fashion editor where to buy great quality knitwear right now, I'd hazard a guess that at least a handful would direct you towards Soft Goat. Some might even be a little over-enthusiastic about their recommendation (guilty), but as soon as you try it, you'll understand why. Much like a new podcast you're aching to discuss with someone, aTV show you're desperate for your friend to watch or a restaurant you can't believe your colleague hasn't been to yet, some things really are too good to gatekeep. This under-the-radar brand is one of them.
Soft Goat makes some of the best cashmere knits, jumpers, cardigans, coats and accessories around. True to its Scandinavian roots, the brand creates for a minimalist's dream aesthetic: fuss-free silhouettes and predominantly neutral colourways. Sure there's the odd pop of red in there, but would it really be a 2026 offering without one?
I asked Who What Wear UK's shopping editor Florrie Alexander for her take. As someone whose job is to know what's worth investing in, I was seated to hear her thoughts. "Last year I finally decided to invest in my knitwear and, after seeing so many fashion people wearing it, my first stop had to be Soft Goat," says Florrie. "The brushed cashmere selection was top of my wish list, bringing a tactile finish to my autumn and winter looks and honestly, I've never had so many people ask where my knitwear is from.
"The cashmere finish is unbelievably cosy, and I spent the entire end of last year restyling mine over tank tops and long-sleeved tees, and switching between tailoring, denim and my favourite satin trousers. Next on my wish list is the chunky turtleneck; I just need to decide which of the rich shades to go for."
Adored by editors and It girls alike, you'll see Soft Goat's knitwear all over. From the chic streets of Paris to the most stylish knitwear enthusiasts in New York—of course via my stylish colleagues and friends in London—you'd be hard-pressed to find a more universally popular knitwear brand right now.
But what makes these knits such a go-to for those in the know? Because, let's be honest, they're certainly an investment. Well, quality is one of the brand's key tactics. The simple designs let the high-end cashmere and wool speak for themselves, with a tactile softness that feels genuinely luxurious and indulgent in a way so much of an ordinary wardrobe falls short—but that's not to say that the aesthetic is superfluous. Far from it, in fact.
These are designs that skip trends and have no interest in pandering to social media algorithms, which demand newness and aesthetic divisiveness. Rather, these pieces should be filed under "forever buys"—items you'll genuinely wear for a lifetime. The definition of timeless, Soft Goat knitwear utilises traditional accents, like crew or V-neck designs, presented in a colour palette of cream, grey, brown, black and navy, with the occasional splash of a pastel hue or a bold primary shade for those looking for something that's still classic but packs more of a punch.
Made to be thrown on with everything from tailored trousers and heeled pumps for the office as well as your leggings for a Sunday evening on the sofa, a Soft Goat knit is never off the clock. Keep scrolling to see our edit of the 23 best Soft Goat knits to buy right now and wear forever.
The 23 Best Soft Goat Knits for Autumn 2026
I can't get enough of this monochrome look.
This one also comes in black, but I'm still very much in my tomato-red era right now.
Cosy and cute, this top is giving balletcore in the chicest possible way.
Such a good workwear option that looks great with or without a shirt underneath.
One way to really level up your hoodie repertoire.
I love the unusually slouchy silhouette of this short-sleeved knit.
The melange speckling makes this one of my favourites.
Since I bought a knitted balaclava, it's become my go-to cold-weather accessory.
This one works particularly well with high-waisted indigo denim.
Simple and timeless in the very least boring way.
A Fair Isle knit is so classic, and this brushed cashmere is truly beautiful.
It's rare to find something this chic that feels as cosy as a dressing gown.
A super-fluffy short-sleeved knit is perfect for this transitional period.
Great news: the coats are just as good as the jumpers.
There's something so autumnal about an argyle knit.
Have you ever seen a more perfect shade of oxblood?
A hard-working wardrobe staple to wear solo with a blazer during the transitional season, or beneath a cosy crew-neck knit when winter arrives.
Such an easy throw-on that works perfectly with just about any minimalist look.
The deep cuffs and loose fit enhance the relaxed feel.
A super chic way to update your darker autumn-wardrobe staples.
The most stylish way to essentially wrap yourself in a blanket.
Like a boyfriend fit but with a slightly more cropped silhouette and elegant slits at the cuffs.
This super elegant, versatile shawl collar and belt wrap make this the perfect layering coat.