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 on July 20. The 3600 sq. ft retail space on two floors was previously home to Dior Homme.

Astute, Informed Marketing Instincts + Moxie

There’s an astute, informed moxie to Oberg’s “take’ on her business and where it’s going. The $50 million valuation for her Sporty & Rich brand ‘baby’ is miniscule compared to Kim Kardashian’s now $4 billion valuation for SKIM’s.

But I feel a similar smart-woman, intellectual energy watching Oberg — who is equally comfortable putting herself in the camera and selling her concept directly from Instagram and other social media.

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.

Oberg is moving in a similar — but unique identity direction — for Sporty & Rich. And this is before the divine fashion synergy released by Pharrell Williams for Louis Vuitton soared into the night sky of Paris on May 20.

Coming out of Complex media, Oberg knows Pharrell.

Creating a Health Community

“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.”

Of course Sporty & Rich has a beverage bar in the front of the store. If bone broth isn’t your prefered drink, there’s plenty of fresh juices.

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.

The entrepreneur’s next goal is a health club, where her message will be more community-focused. “I want everyone to feel like they can come and hang out without the pressure to buy something. Instead, they can be a part of this community.”

Sporty & Rich on Sustainability

Hypebeast, who promoted Sporty & Rich’s new store as a ‘Massage Parlor’in the headline [nice] calls the brand’s ascent in streetwear “remarkable”. And they would know.

Streetwear is not AOC’s daily beat, but Sporty & Rich really has our attention.

Before writing about Oberg’s collab with Eden-Roc, we reviewed the brand’s position on sustainability. Unlike other new brands who don’t view it needing a mention, Sporty & Rich lays out their philosophy and precisely what we can expect of their game plan.