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No one knows how to make ordinary products feel extravagant quite like Goop founder Gwyneth Paltrow. Her brand first dipped its toe into the home space with a sold-out CB2 collaboration back in 2018, shortly followed by a line of removable wallpaper with Tempaper & Co. and a customizable mattress for Avocado. But this year’s partnership, Ruggable x Goop, trumps them all. Leaning into the Goop lifestyle surely involves hosting lots of laid-back dinner parties where guests drink red wine in your living room, and washable rugs with the brand’s luxe touch happen to be just the thing for pulling them off.
The collection spans seven patterns—many of them fresh takes on classics: There’s two inspired by Moroccan Tuareg rugs, another that’s a nod to Indian dhurries. Domino readers snapped up the Salerno Soft Black Re-Jute Rug and Remi Camel Brown Rug style in droves, making this get-together our top pick for our 2024 Good Design Awards.
Four months after the rugs debuted, we caught up with Claire Pinckney, a creative strategist at Ruggable, to hear about the aftermath of being Goop-ified.
What’s been the best-selling rug from the Goop collab (so far)?
Our Goop Salerno Soft Black Re-Jute Rug has been the standout. This design is also the only style in the collection available on our Re-Jute substrate, which is perfect for both indoor and outdoor areas.
Which rug has been the sleeper hit?
The Goop Luna Soft Teal Tufted Rug. We all loved it at the office but weren’t sure how the customers would feel. The gorgeous shade of blue has resonated well with both new and returning customers.
How did you aim to embody Gwyneth’s style in this collection?
When we first met with the Goop team, they described Gwyneth’s taste as “simple, elevated, and refined,” which is what we set out to achieve with this collection.
Can we expect another Ruggable x Goop collection?
You never know what the future holds! Our customers have loved this collaboration, and we aim to please, so watch this space.
Goop x Ruggable Spotted in the Wild
“Add to cart” was just the first step. Now the Ruggable x Goop collection is making it into people’s homes—here’s a glimpse of what the pieces look like styled in real life.
Salerno Soft Black Re-Jute Rug (5×7)
Goop x Ruggable
The Salerno Soft Black Re-Jute Rug was the perfect fit for home decor enthusiast Sarah Wisted’s entryway, where black accents rule.
Elin Stripe Indigo Tufted Rug (6×9)
Goop x Ruggable
What do you get when you pair rattan dining chairs, the Elin Stripe Indigo Tufted Rug, and Roman and Williams’s burnished brass Oscar light? A dining nook with nautical vibes—but not in a cheesy way.
Lucia Natural Tufted Rug
Goop x Ruggable
Designer Ashley LaBarrie showed us one of the real perks of having a chic-looking washable rug in your formal living room: Our pets get to hang out with us, and we feel nothing but zen.
Luna Soft Teal Tufted Runner (2.5×7)
Goop x Ruggable
Seeing the Luna Soft Teal Tufted Rug (in runner form) styled in a bathroom has been one of the more surprising ideas Pinckney has come across since the collection launched.