Sporty & Rich, an active lifestyle brand with roots in streetwear is opening it first retail location, a 3,600 sq. foot store located at 133 Greene Street in Manhattan’s SoHo neighborhood, a space formerly occupied by a Dior men’s store.
Reflecting the brands emphasis on wellness, the store will feature a beverage bar offering fresh juice and bone broth. There is also a private room where customers can schedule facials and massages.
Founded in 2015 by the Calgary, Alberta, Canada-born Emily Oberg, Sporty & Rich according to Vogue was recently valuated at $50M.
Like many streetwear brand, Sporty & Rich has roots in the early-teens Tumblr era where Oberg and others created the equivalent of mood boards functioning as launching pads for their brands’ aesthetic.
Reflecting streetwear brands of the era, the brand’s logos are inspired by and ultimately meant to poke fun at established organizations and labels. In the case of Sporty & Rich, brand motiffs riff off of famous sport clubs and organzations.
Sporty & Rich is located at 13 Green Street and will open opens its doors for the first time at 10:00 AM on July 20, 2023.