Guys are getting Goop-ified. Gwyneth Paltrow’s company has officially launched Goop Men. The new section on Goop’s website features content similar to what it publishes for women — wellness, food, travel, etc. — but specifically written for guys. Additionally, she’s launched a separate monthly newsletter and a menswear line, G. Label Men.
“Men have traditionally been overlooked in the wellness conversation or held to standards of toxic masculinity,” Elise Loehnen, Goop’s chief content officer, told WWD. “Even though much of Goop’s content was written with a female audience in mind, our readership was still 23 percent male… we wanted to serve men in the same way we’ve pushed the conversation forward for women over the past decade.”
So far, the G. Label Men collection features six items — all sweaters — ranging in price from $450 to $525. The collection is pretty basic, but considering one of the first items of clothing Goop ever sold was a $90 white t-shirt, and that Paltrow’s first in-house collection launched with only four items, it’s pretty on-brand.