Sporty & Rich Founder Emily Oberg In the Streetwear Passing Lane With Soho Store

Sporty & Rich Founder Emily Oberg In the Streetwear Passing Lane With Soho Store AOC Fashion

There is no stopping Sporty & Rich founder Emily Oberg. After dropping her Sporty & Rich X Hotel du Cap-Eden-Rock collection earlier in the summer 2023 season — and mentioning moving into a retail spa, wellness, lifestyle clothes location — Oberg did it on July 20.

Sporty & Rich opened at 133 Greene St. in Soho, the 3600 sq. ft retail space on two floors was previously home to Dior Homme.

Driving in the Passing Lane Beyond Streetwear

Emily Oberg is focused on getting out of the streetwear lane, intuiting early that the ground was shifting under Supreme. Aimé Leon Dore made a similar move, carving out a more luxurious direction that builds on their roots.