The Gwyneth Paltrow-run lifestyle brand, Goop, is launching a men collection including six made-in-Italy sweaters priced between $450 and $525.
“We’ve reimagined staples already in a man’s closet, made in Italy with fine yarns and special details like cover stitching and drawstrings with leather pulls,” Goop’s senior vice president of fashion, Shaun Kearney, indicated.
Previously, the company only sold men’s wear as part of gift guides, and from third-party vendors.
“We started to see men with their spouses at the Goop health summits. Both the men and their spouses were asking when we were going to launch G. Label men’s,” Kearney explained, not8ing that a team will evaluate the demand for the men’s apparel.
“Men have traditionally been overlooked in the wellness conversation or held to standards of toxic masculinity. Even though much of Goop’s content was written with a female audience in mind, our readership was still 23 percent male. At our core, Goop is focused on eliminating shame around vulnerability, and we wanted to serve men in the same way we’ve pushed the conversation forward for women over the past decade,” Goop’s chief content officer, Elise Loehnen, said in a statement, following the release of a monthly edition of its newsletter tailored to men’s wellness, “Goopfellas.”