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Sporty & Rich opens flagship store in New York's Soho

The new retail space totals 3,600 square feet.
Emily Oberg's Sporty & Rich brand is joining a long list of fashion labels by opening a flagship store in New York's Soho neighborhood. The new retail space totals 3,600 square feet.


Sporty & Rich opened its doors to shoppers in the space that previously housed a Dior Men's boutique. The store features a collection of signature apparel and accessories. It has opened an in-house spa offering specialized facials, lymphatic drainage treatments and massages, and a full-service juice bar.

At the new store, the brand sells colorful T-shirts, hoodies and sweatshirts, as well as jewelry, phone cases, workout clothes and sports gear. The launch of the flagship is in line with Sporty & Rich's strategy to take the brand beyond the definition of "streetwear."

"I do consider Sporty & Rich streetwear, but I also consider it a lifestyle and wellness brand," Oberg said. "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."


Sporty & Rich is a popular lifestyle brand founded by Emily Oberg, a Canadian creative director, content creator, and influencer. The brand has gained significant popularity for its minimalist and vintage-inspired designs, combining sportswear and luxury fashion elements.

Emily Oberg started Sporty & Rich in 2014 as an online blog, sharing her passion for fitness, wellness, and fashion. Over time, the blog evolved into a full-fledged lifestyle brand that includes clothing, accessories, and other lifestyle products.

Clean lines, retro graphics, and a nostalgic vibe from the 70s and 80s characterize the brand's aesthetic. Sporty & Rich promotes a balanced and active lifestyle, encouraging its followers to focus on physical well-being and mental health.

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