Speaking to Emily Oberg, the face behind Sporty & Rich - Mixmag

How did your brand Sporty and Rich come about?

It started as a mood board account and expanded into a magazine. I wanted a place to document all my references and old images and inspiration. It was just an easy way for me to refer back to whenever I needed it. I guess I built this visual identity for the brand before I even knew it was going to become a brand. I think that resonated with people, and the clothing is an extension of that.

Sporty & Rich has an almost retro feel about it. Heavyweight fabrics, minimal yet stylish designs. What's the inspiration behind this?

Vintage 80s and 90s sportswear and luxury wear of course. Princess Diana, athletes, Slim Aarons, Dieter Rams, all the good ones. I romanticize the past in a way that sometimes I get depressed about living in the present. I've always been this way, but it can be a sad way to live, always wishing you were somewhere else in time. I've learned to accept the present as it is, but I try to bring back as many elements of the past as I can. I am a hopeless romantic I guess. But I just don't think there's anything especially good or interesting about the time we're living in - I guess that's why so many people and brands take inspiration from the past, because it was so much cooler than it is now.

I think this is the first era where people are doing that as much as they are right now. I don't think in the 90s anyone tried to dress like they did in the 20s or 30s. No. They just loved the 90s. Now, almost everyone tries to dress like they're in the 80s and 90s or even 70s. I don't think our ancestors will look back at this century and think it was especially stylish.

Tell us about your latest collection...

It's influenced by the past, bright colours, a childish aesthetic, elegant women and men, 90s sports clubs and gyms, country clubs and tennis clubs. Health and wellness is also a big reference point for me. I think clothing should be a vehicle to tell a story or a message. I think the message of staying active, taking care of your body and being kind to yourself is always important and relevant.

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April 27, 2020 at 06:25PM
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Speaking to Emily Oberg, the face behind Sporty & Rich - Mixmag
"Sporty" - Google News
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