Sporty & Rich is an American fashion brand founded by Emily Oberg in 2014 in Montreal, originally as a mood board on Tumblr. The brand has grown from a digital aesthetic project into one of the most influential lifestyle brands defining the ‘quiet luxury’ and wellness aesthetics.
Oberg’s designs channel a nostalgic vision of elite health-club culture — think vintage country club mixed with Princess Diana’s gym style. Logo sweatshirts, tennis skirts, and athletic basics in muted tones form the core of the collection.
Sporty & Rich has become a cultural phenomenon, influencing fashion trends around wellness dressing and old-money aesthetics while remaining an independent, founder-led brand.