The Business of Fashion Podcast: Lessons in World-Building: How Emily Oberg Created Sporty & Rich

Release Date: June 6, 2025

In this engaging episode of The Business of Fashion Podcast, host Imran Ahmed sits down with Emily Oberg, the visionary founder and CEO behind the multi-million dollar cult brand Sporty & Rich. From her humble beginnings in Calgary, Canada, to establishing a globally recognized lifestyle brand, Emily shares invaluable insights into the art of world-building, strategic business growth, and maintaining authenticity in the fashion industry.

1. Early Life and Inspirations

Emily Oberg's journey into the fashion world began far from the bustling hubs of style and trendsetting. Growing up in Calgary, Canada, Emily described her hometown as “the Texas of Canada,” highlighting its focus on the oil industry and a lack of creative outlets (02:14). Despite the limited creative scene, Emily's passion for fashion was ignited early on by her family. Her aunt, a long-time buyer for Club Monaco, served as a significant inspiration. "I wanted to be around fashion," Emily reflected (03:18).

2. Transition to New York and Complex

Determined to pursue her passion, Emily moved to New York City at 18 to attend a basic fashion program in Vancouver and eventually secured a role at Complex. Her tenure at Complex was transformative, allowing her to immerse herself in the burgeoning streetwear scene. Emily reminisced about her initial struggles in sales due to her shy nature but quickly adapted by moving to stock roles and later excelling in content creation (06:12).

Emily Oberg: “I remember the first drop we ever did. We did like $40,000 in three weeks, which was insane for me. That’s when I knew we have something.” (25:27)

3. Founding Sporty & Rich: From Mood Board to Multi-Million Dollar Brand

While at Complex, Emily nurtured her side project, Sporty & Rich, which began as a simple Instagram mood board. This creative outlet allowed her to experiment with fashion concepts without the pressures of a full-fledged business. The brand's official launch involved selling basic merchandise like T-shirts and hoodies through a pre-order model, which proved highly successful, generating $40,000 in three weeks (25:27).

As Sporty & Rich gained traction, Emily leveraged her network, including her relationship with Ronnie from Kith, to scale the brand internationally. By implementing effective pre-order strategies and securing partnerships with major retailers like Selfridges, Sporty & Rich expanded its reach globally (26:19).

4. Navigating Challenges During COVID-19

The COVID-19 pandemic posed significant challenges for Sporty & Rich, leading to unexpected spikes in pre-orders that strained production capabilities. Emily detailed the logistical nightmares faced during this period, including factory shutdowns and shipping delays. However, the brand's resilience shone through as Emily and her team swiftly adapted by overhauling their production processes and implementing new software solutions to manage the increased demand (28:53).

Emily Oberg: “This is like make or break it. We either figure it out and we grow and we become a real brand or we don't and this brand stops now.” (29:02)

5. World-Building and Brand Philosophy

A cornerstone of Sporty & Rich's success is its meticulously crafted world that blends luxury with casual sportswear. Emily emphasized the importance of creating an aspirational lifestyle, where products symbolize a broader narrative rather than just their functional use. The integration of elements like country club aesthetics, vintage accessories, and sporty casual wear creates a cohesive and desirable universe for consumers (34:41).

Emily Oberg: “Our sweatshirts are not like they're $150. It's not like we're selling a $10,000 handbag. But I think what that T-shirt represents is the lifestyle and the world that we have built.” (35:28)

This approach resonates deeply with consumers, offering them a tangible piece of the brand's envisioned lifestyle. The high-low aesthetic—combining luxury items with everyday wear—further cements Sporty & Rich as a brand that appeals to a broad audience by bridging disparate fashion worlds (37:14).

6. Category Expansion and Diversification

Beyond clothing, Emily has strategically expanded Sporty & Rich into various categories to enhance the brand’s universe. This includes:

• Eyewear and Accessories: Introducing products that complement the main apparel lines.
• Sexual Wellness: Launching a separate brand, Sensual Sport, focused on stylish and non-stigmatized sexual wellness products (42:22).

Emily draws parallels between her approach and that of Supreme, emphasizing the power of branding over the intrinsic value of products. By maintaining a strong, relatable brand image, Sporty & Rich ensures that each new category aligns organically with its established identity (43:29).

7. Building and Managing a Growing Team

With Sporty & Rich revenue surpassing $30 million a year, Emily underscores the importance of surrounding herself with experts in areas where she lacks expertise. By delegating responsibilities like finance, logistics, and customer service to a dedicated team, she ensures the business operates smoothly without overextending herself (49:09).

8. Personal Insights and Finding One’s Why

Towards the end of the conversation, Emily offers profound advice on finding one's "why"—the intrinsic motivations that drive personal and professional fulfillment. She stresses the significance of aligning one's career with personal passions rather than external expectations, advocating for a life where daily activities bring genuine happiness and purpose (52:25).

Emily Oberg: “What would make you happy to wake up every single day and do, forget about the money, forget about what anyone would think about it.” (52:30)

9. Future Aspirations

Looking ahead, Emily aims to scale Sporty & Rich from $30 million to $300 million in annual revenue. She expresses a willingness to bring on investors who can help propel the brand to new heights while maintaining its core values and aesthetic integrity. Additionally, she continues to nurture Sensual Sport as a complementary venture, further expanding the Sporty & Rich ecosystem (56:11).

Conclusion

Emily Oberg's journey with Sporty & Rich is a testament to the power of authentic world-building and strategic growth in the fashion industry. Her ability to blend personal passion with business acumen has created a brand that not only thrives financially but also resonates deeply with its community. For aspiring fashion entrepreneurs, Emily's story offers valuable lessons on resilience, innovation, and the importance of staying true to one's vision.

Notable Quotes with Timestamps

• Emily Oberg (03:18): “I wanted to be around fashion.”
• Emily Oberg (25:27): “We did like $40,000 in three weeks, which was insane for me. That’s when I knew we have something.”
• Emily Oberg (29:02): “This is like make or break it. We either figure it out and we grow and we become a real brand or we don't and this brand stops now.”
• Emily Oberg (35:28): “Our sweatshirts are not like they're $150. It's not like we're selling a $10,000 handbag. But I think what that T-shirt represents is the lifestyle and the world that we have built.”
• Emily Oberg (43:29): “That's the power of brand is so interesting to me.”
• Emily Oberg (52:30): “What would make you happy to wake up every single day and do, forget about the money, forget about what anyone would think about it.”

Timestamps Reference

<a id="timestamp1"></a>[02:14] Emily discusses Calgary’s environment.

<a id="timestamp2"></a>[03:18] Emily talks about her early passion for fashion.

<a id="timestamp3"></a>[06:12] Emily describes her initial role at Complex.

<a id="timestamp4"></a>[25:27] Emily shares the success of Sporty & Rich’s first drop.

<a id="timestamp5"></a>[25:27] Continuation of the first drop success story.

<a id="timestamp6"></a>[26:19] Emily on securing partnerships with retailers.

<a id="timestamp7"></a>[28:53] Challenges faced during COVID-19.

<a id="timestamp8"></a>[29:02] Emily emphasizes the make-or-break moment during the pandemic.

<a id="timestamp9"></a>[34:41] Emily elaborates on Sporty & Rich’s brand philosophy.

<a id="timestamp10"></a>[35:28] Emily explains the significance of their T-shirts.

<a id="timestamp11"></a>[37:14] Discussion on high-low aesthetics in fashion.

<a id="timestamp12"></a>[42:22] Introduction of Sensual Sport.

<a id="timestamp13"></a>[43:29] Emily on the power of branding.

<a id="timestamp14"></a>[49:09] Managing a growing team at Sporty & Rich.

<a id="timestamp15"></a>[52:25] Emily offers advice on finding one’s why.

<a id="timestamp16"></a>[52:30] Further insights on personal fulfillment.

<a id="timestamp17"></a>[56:11] Emily outlines her future plans for Sporty & Rich.