Emily Oberg has long been on our radar. From her coveted cozy essentials at Sporty & Rich to her long career in the fashion world, and a love for wellness, she’s the ultimate modern woman. For October, LVR will drop collections from Sporty & Rich as soon as we get them. For now, check out the current collection and get to know the stylish and smart woman who does it all.
You began working at Complex and then moved on to KITH. When did you decide to create Sporty & Rich? Why did you decide to create sportswear?
I created Sporty & Rich in 2015 when I was working at Complex as a side hobby. I was inspired by the work ethic and hustle of New Yorkers. For them, it’s normal to have 2 jobs and 5 side projects, and I liked the idea of having something that belonged to me. It started just as a moodboard and I released only a few pieces of apparel and mostly focused on the print magazine which I no longer do. Last year was the first year I was able to dedicate my full attention to the brand, so I said why not.
What is the brand ethos for Sporty & Rich?
Be nice, buy better, buy less, invest in your health, enjoy life and make happiness the goal. I like the idea of promoting these things through the brand whether it’s through the graphics, campaigns and imagery etc. I strive to make well made products that someone will discover in a vintage shop 20 years from now and still appreciate.
What do you think the future holds for streetwear?
I think the term streetwear has become such a dirty word. 2-3 years ago when the fashion world really latched onto it, it became this massive trend that was so foreign to a lot of people. But I grew up on streetwear, my dad grew up on streetwear, for me it wasn’t new or something to be discovered. But I understand the appeal from a mass market perspective, and I think it’s cool they all love it! Everyone can be part of it, streetwear shouldn’t be elitist in any way. But I do think because it has become so ubiquitous, the hype and demand around it is starting to fizzle out a bit. Next year, people will be onto something new.
Did you ever find being a woman in the streetwear world difficult?
Yes and no. When I sit down and think about all the opportunities I don’t get because I’m a
woman, and all of the people who dont support me because i’m a woman, it gets to me
sometimes. The men in this industry are very supportive of each other, but they haven’t shown
that same support to me. They don’t owe me anything, and I don’t expect it. But as a
a young girl who came from a small town in the middle of Canada and built something by herself, it would be nice to be recognized by your peers and people you always looked up to and aspired to be like.
But this is the type of world we live in, everyone is out for themselves and sadly, most people aren’t happy when others succeed, because it threatens their success.
I don’t like to think this way. I think there is room for everyone, and we are stronger together than we are on our own. We need to support each other and be happy for eachother, celebrate each other and realize that just because someone else is doing well, doesn’t mean you can’t do well too.
Who are your style icons?
JFK Jr and Carolyn Kennedy, Princess Diana, Jerry Seinfeld, Lauren Hutton, Phoebe Philo, Parisian men, Margaret Howell, those are a few good ones!
Where do you find inspirations for your collections and magazine?
I always look at vintage tees on etsy and ebay. There are so many cool graphics from the 80s-90s that we repurpose and put our own spin on. This is the basis of all streetwear. S&R is especially influenced and built on my love for the past. I also like to look at books- Slim Aarons, Irving Penn, and I love French Elle magazines from the 80s-90s. There’s so much cool style, things were better back then in my opinion. I also like to look at old paparazzi pics from the 80-90s, they were so chic, not trashy like they are today. Paparazzi pics from back then looked like high fashion editorials. Celebrities had great everyday, casual style.
We love your Instagram posts. It seems you also use the social platform as an online lookbook. What are you currently looking at pictures of and researching?
It’s really a place to store all my reference images for campaigns, collections etc. Right now I’m in Paris and I found a bunch of vintage Elle, Lui and Playboy magazines so I’m loving those.
What kind of woman are you designing for?
Myself, all the girls and boys who follow the Instagram page and the brand, for Princess Diana on the way to the gym, for Carolyn Kennedy when she’s in the Hamptons for the weekend, it’s really a brand for anyone who values health and wellness as much as I do. I want it to be accessible, since wellness has been made to be an expensive and unobtainable industry. It should be more relatable, basic and digestible. The clothes are simple, I think anyone can see themselves in them, it’s not unique or groundbreaking. Thats not what I do.
What’s your day-to-day like?
Right now, lots of work. The brand expanded in a way I could have never imagined so I’m trying to keep up at this point. Before now, I was handling everything on my own and it’s gotten out of control. I’ve hired a few people recently and am still hiring more. I try to make time to do yoga or a workout everyday. And I go for a walk every night around sunset, those are the things that keep my sane, happy and present. My work is important to me, but I don’t want my life to revolve around it.
What do you think the future of influencers will be? Will brands continue to work with influencers?
I think it will remain the same as it has been. They’re not going anywhere and brands need
them. I think brands will find more innovative ways to partner with them, and I think it will be
positive on both sides. I see a lot more brands working with Black and POC influencers lately and I love that. I hope we can continue on this path because the influencer market needs diversity, it needs powerful voices and we all need to do our part to uplift and support others, no matter their race.
Even for Sporty & Rich, we don’t do paid promotions but we do a lot of gifting, and our gifting list is over 50% WOC influencers. This is one small step, but I want to make sure I do my part in ending systemic racism in the fashion industry and the exclusivity that it has bred for so long. There’s been so much damage and hurt caused to Black individuals especially, and we need to be the generation that ends it.
What are 5 things in your life you can’t live without and why?
Water- essential for human survival!
Croissants- I have a croissant every morning and it’s such a treat
Friends
Family
I don’t really have many things I can’t live without. I’m trying to be less focused on material things, and it’s better when you don’t feel like you rely on certain things. It’s better to be free and know if you lost all your possessions, house, clothes etc, tomorrow, life would go on. None of it is especially important to me.
Are there any upcoming collaborations or drops we should be looking towards for Sporty & Rich?
We have two shoe collabs and a swimwear collab coming next year. And we will be expanding the product line to offer something I have wanted to do for a long long time so I am most excited about that!
A special thanks to Emily Oberg.
