Year of the Goat

In a world of choice, how does a small brand cut through the noise? They create something unique and then get the herd on board, that's how. We meet the team behind quirky kit company, Stolen Goat

- By Helen Webster

The phrase ‘kid in a sweet shop’ comes to mind. Here at 220, we like to think we’re rather above being distracted by shiny things after years of reviewing and testing kit. Interested only in the finer points of fabric technology, wind-tunnel testing and whether or not seams have been put in a scratchy place. Right here, right now, though, this writer’s eye has been caught by a tri-suit with actual jellyfish all over it. Neon, purple, jellyfish… It’s superb and we want it.

Not only that, but beside it is a suit that looks like it’s been dipped in the paint can of a psychedelic madman, and everywhere you look there are graphics of friendly-looking bearded goats. We’re on an industrial estate in the heart of Hampshire, and having set out this morning to capture the story behind a fast-emerging cycling and tri brand we did not expect today to go quite like it has. What is this madness?!

Well, the madness is the brainchild of Tim Bland and the company he founded in 2012, Stolen Goat. With mugs of tea (in goat mugs, naturally) to sustain us, he tells us the story:

“Stolen Goat was just myself and a laptop in a shed for a couple of years. Previously, I was a research engineer and specialised in creating copy protection techniques for Blu-rays and DVDs. People like Disney and Warner Brothers were our customers.

“Although it was super interesting, it was very much redundant technology from when I started,” Tim continues. “Plus, I had always wanted to start my own company and find a journey out of the corporate nine to five.