The story about Soft Goat goes all the way back to a dinner in 2010, when the friends Stephanie Bergström and Erik Magnuson, started talking about the cashmere sweater Erik was wearing. Both of them thought that the material was both soft and comfortable but that the prices on 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 quality garments in 100 % cashmere online. With the Internet as the sole distribution channel, the prices can be kept low and it also creates opportunities to rapidly launch new products.