Stolen Goat Launches AW22 Collection with Ad Campaign Placing Customers Front and Centre

16th August 2022

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Stolen Goat have launched our new autumn/winter 22 collection, with an ad campaign that places some of our real life customers front and centre.

The ‘Herd Mentality’ AW22 video features real life members of the Stolen Goat community – known as the Stolen Goat Herd. Here at Stolen Goat, our community sit at the heart of everything we do. Our ethos is to help more people to Find their Freedom, and Adventure More. No matter how far or how fast they ride. “Herd Mentality” is about doing things your way, and doing it in style. Riding how you like, wearing kit you love. And heading out with confidence, knowing you’ve got a whole community of cycling goats – united by our love of spending time on two wheels – right behind you.

Stolen Goat AW22 Collection

The New Stolen Goat AW22 Collection

Stand-out style meets ready-for-anything performance. Designs that dare to be different. Quality you can count on… This is a collection that will take cycling adventures to a whole new level.

Our AW22 collection sees the launch of our new goat-inspired range names, and the introduction of our new, improved and upgraded products.

Explore the new ranges

The award-winning kit we’re known for, upgraded, improved and here for AW22 with some goat-inspired range names to better reflect our style...


Lightweight and versatile: wear it now, layer it later…

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An Ibex goat is the ultimate all-rounder of the goat world… happy adventuring in the plains of Africa, scrambling up mountainous terrain and pretty much anything in between. The Stolen Goat Ibex range is the all-rounder of the cycling world offering ride all day comfort, with no compromise on performance or style. Lightweight and versatile, wear your Ibex kit alone on warmer rides or layer it up when the seasons start to change.

The Ibex jerseys feature an improved fit, new aero sleeves and reflective details. Plus, the all-new Ibex bib shorts bring the next-level comfort of the Vapour pad found in our Epic shorts to your everyday rides.


Ready for anything performance, designed to be worn across a range of cooler temperatures

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Just as the Kiko goat is known for its ability to thrive in a variety of climates, the Kiko range is the go-to cycling kit for all-weather riding – offering superb performance over a range of cooler temperatures. Perfect for those between-season rides when the weather can’t quite make up its mind, the Kiko range will keep you warm but not too warm. Dry, but never ‘boil in the bag’. Updated for AW22 with an improved fit and small but mighty reflective details to keep you visible without compromising on style.


Deep winter kit, here to keep the good rides rolling all winter long

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Found atop the mountainous Alps, the Alpine goat is no stranger to adverse weather conditions. Our Alpine range of deep winter cycling kit is here to help you fight the freeze. Made from insulating water- and wind-resistant fabric with a luxurious fleece lining, featuring designs that will brighten up even the bleakest of mid-winter days. Alongside our classic Bodyline fit jackets and tights, the Alpine range also features our brand new Alpine Epic jackets – combining all the warmth you need with an aerodynamic fit so you can ride like a pro, all year round.

Read our latest blog post to take a deeper dive into the new collection and find out more about what’s new and improved this season.

Check out the new Stolen Goat AW22 Collection


Notes to editors

The Herd Mentality AW22 campaign video was shot on location in North Yorkshire, using real Stolen Goat customers who volunteered their time to come and play bikes with us. These customers will also feature in our upcoming print advertising.

Art Direction: Lee Nash, Ark.

Videography: Focal Point Digital

The new Stolen Goat AW22 Collection is available online now at and will soon be available in store across our network of stockists.

About Stolen Goat

Stolen Goat was founded by Tim Bland in 2012 with a mission in mind: To inspire people to find freedom through sport so that they can live happier, healthier lives. With award-winning cycle clothing and accessories, Stolen Goat helps to inspire and empower people to find their own form of freedom and adventure more. Whether that’s hitting the climbs or hitting the café rides. Since its beginnings, Stolen Goat has grown a community of likeminded everyday cycling heroes – The Herd. United by our love of cycling, our passion for freedom and appreciation for awesome kit that dares to be a little bit different.

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