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February 27th, 2019

Goop Pops Up for SXSW

For the first time, Goop pops up in Austin.


goop MRKT (Through April 28)
1204 S. Congress Ave.

When it comes to Blythe and Gwyneth, good genes clearly run in the family.

How about a pair of good jeans, too? Goddess Gwyneth herself curated the selection at goop MRKT, the brand's first Austin pop-up that opens today on South Congress. Art photography that's a nod to our lake culture marks the shop's entrance. Inside, the artist's limited-edition prints are for sale, next to Austin-approved Brahmin handbags, a color therapy fragrance station, handbags and shoes, plus Goop's apparel line, G. Label, and activewear brand, G. Sport. Good-for-you beauty products and supplements (and a certain egg that's gotten a lot of buzz), kitchen goods and clean-eating cookbooks round out the mix. Like the lifestyle brand's other sleek spaces in places like The Hamptons, the shop will host workshops, fitness classes and wellness treatments.

The Apple doesn't fall far from the tree. 

Photo: @sashaadlerdesign

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