Sporty & Rich, the brainchild of Emily Oberg, began in 2015 as an Instagram mood board. Initially, it served as a personal space for Oberg to curate visuals of retro sportswear and minimalist luxury. Without intending to turn it into a business, her carefully curated aesthetic quickly attracted attention, reflecting a nostalgic yet chic lifestyle that resonated with her growing audience.
Sporty and Rich embraces vintage style with a wellness twist
What started as a digital platform soon evolved into a print magazine and, later, into a fashion line. The brand’s signature look revolves around oversized sweatshirts, T-shirts, and minimalist designs, often paired with wellness-inspired slogans like “Be Nice” and “Health is Wealth.” Drawing inspiration from vintage 80s and 90s sportswear and style icons like Princess Diana, Sporty & Rich offers a retro aesthetic that feels both familiar and fresh.
View this post on Instagram
A key differentiator for the brand is its focus on promoting a balanced lifestyle. Beyond fashion, Sporty and Rich launched the Wellness Club, a platform dedicated to fitness, mental well-being, and sustainability. The brand’s ethos extends beyond clothing, with initiatives like planting trees for every order and using compostable packaging to reduce its environmental footprint.
Despite its rapid success, Sporty and Rich has faced challenges. Today, Sporty & Rich has secured collaborations with major names like Adidas, The New York Yankees, Hotel du Cap Eden Roc, and Lacoste and operates a flagship store in New York. The brand’s unique blend of fashion, wellness, and sustainability has secured its place as a favourite among a generation seeking both style and substance. As Oberg continues to expand, Sporty & Rich remains an up and coming player in the lifestyle and fashion industry.
