Emily Oberg’s Sporty & Rich brand is joining a long list of fashion labels by opening a flagship store in New York’s Soho neighbourhood. The new retail space totals 3,600sq ft.
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 specialised facials, lymphatic drainage treatments and massages, and a full-service juice bar.
At the new store, the brand sells colourful T-shirts, hoodies and sweatshirts, as well as jewellery, 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.”
