Sporty & Rich Returns to Eden-Roc in New Campaign Lensed by Henrik Purienne
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Sporty & Rich Founder Emily Oberg In the Streetwear Passing Lane With Soho Store
/ Anne Enke
“I do consider Sporty & Rich streetwear, but I also consider it a lifestyle and wellness brand,” Oberg is quoted by Vogue. “I’m trying to get out of the ‘streetwear’ lane because I feel it is very limiting—even Supreme’s business isn’t as strong as it once was because people are just shopping differently. The demand for logo-driven items is decreasing, so I want to expand and broaden the range.”
The spa facilities are very much “if you know, you know” and Oberg has no intention of putting a sign in the window. “Health is Wealth” is a core brand plank for Sporty & Rich — and very deeply embedded in in Emily Oberg’s personal DNA.
Read MoreSporty & Rich X Hotel du Cap-Eden-Roc and the New French-American-AOC Alliance
/ Anne Enke
Embracing her faux French roots without behaving like an imposter, it’s perfectly natural — even logical — that Sporty & Rich finds itself in an exciting collaboration with one of the world’s most important destinations — Hotel du Cap-Eden-Roc Antibes.
Sporty & Rich is not just a fashion brand; it represents a lifestyle that seamlessly blends athleticism, wellness and luxury. At its core, the brand embraces the belief that being active and maintaining physical fitness should not compromise one's sense of style or desire for clothes with an attitude of luxury.
Canadian-born, New York-based founder Emily Oberg has a sixth-sense for brand DNA and pedigree, and she plays her hand expertly — choosing a name like Sporty & Rich for her brand, but not falling down the rabbit hole of vapid pretentiousness.
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