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Founded by Emily Oberg, Sporty & Rich has become a brand known for a unique blend of sporty aesthetics and luxurious living. Emily Oberg established Sporty and Rich with a vision to redefine athleticism and style. Sporty and Rich has rapidly become a go-to choice for consumers seeking a lifestyle that seamlessly combines fitness, fashion, and opulence. The brand’s curated collections feature activewear, leisurewear, and accessories that effortlessly transition from the gym to the streets, embodying Oberg’s commitment to versatility and quality.
Sporty & Rich, an Instagram account that began as a personal project for Oberg at age 20. Initially featuring a mix of pleasing images from the 1980s and 1990s, the account evolved into a curated collection of affluent nostalgia, blending vintage Range Rovers, Rolexes, and Ralph Lauren with modern references like Frank Ocean’s album cover and Phoebe Philo’s designs for Céline. What started as a digital mood board turned into a line of merchandise featuring “Sporty & Rich” embroidered on hoodies, tote bags, and hats. Oberg’s move to Los Angeles in 2018 marked a shift toward a life centered on wellness, as evident in the brand’s current offerings, including T-shirts with phrases like “Health Is Wealth!” and “Drink More Water!”—reflecting the evolving landscape of Sporty & Rich from a digital project to a lifestyle brand.
Making its mark on the the retail landscape, Sporty & Rich has celebrated with the grand opening of its first flagship store in the heart of SoHo. Channeling the spirit of Goop’s holistic approach to lifestyle, Sporty & Rich is embracing a fusion of fashion, wellness, and self-care. Drawing inspiration from Goop’s emphasis on mindful living, Sporty & Rich has launched a range of curated products and experiences that cater to the discerning tastes of individuals seeking a balanced and elevated lifestyle. The brand is unveiled an array of wellness-centric services, mirroring Goop’s commitment to holistic health. Offering a curated selection of vintage-inspired activewear and graphic loungewear, the space transcends traditional retail by introducing two exclusive spa services. Customers can indulge in a rejuvenating “lymphatic sculpting” massage and experience a distinctive “natural face-lift” facial targeting buccal fat. Breaking away from conventional storefront displays, the SoHo location boasts a unique aesthetic. Instead of mannequins gracing the front window, a striking sculpture depicting a glass of green juice takes center stage. Sporty & Rich enthusiasts can not only shop for signature pieces but also savor a taste of Los Angeles in the heart of New York. The store’s cafe serves up a menu featuring bone broth, smoothies, and coffee imported from the West Coast.
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Source: The New York Times
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