MIUSE: ISSUE 1

Interviewed by Erika Hanson
Page 50
ERIKA: HOW WAS YOUR BRAND SPORTY AND
RICH BORN? WHOM WAS IT INTENDED TO BE
WORN BY?
EMILY: It started as a mood board for life. It was an
account I started where I could post all my inspirations
and references. It is intended to be worn by anyone
and everyone. It’s timeless and classic and isn’t trendy.
ERIKA: YOUR LATEST COLLECTION DROPPED
JUST A FEW DAYS AGO. TELL US ABOUT THIS
COLLECTION AND THE INSPIRATION BEHIND IT.
EMILY: My inspirations always revolve around vintage
sportswear, princess Diana, 80s workout videos,
collegiate style, country clubs, Wasp culture etc.
ERIKA: ONE ASPECT THAT HAS STOOD OUT TO
US IS THE SUSTAINABLE MODEL YOU FOLLOW
FOR SPORTY AND RICH. YOUR BRAND OPERATES
ON A PRE-ORDER BASIS WHICH IS PAVING A NEW
SUSTAINABLE FUTURE FOR FASHION. WHEN DID
YOU DECIDE TO DO THIS?
EMILY: I decided to do this when I started to make
clothes in a real and more scheduled way. Before last
year, I had just released random pieces every few
months when I had the time. Now I do it consistently
so I needed a more consistent and sustainable business
model. I didn’t want to turn it into a real brand before
because I hate the fact that I’m contributing to the
pollution and demise of the planet. So to do it in this
way was the best option for me.
ERIKA: IF THERE IS ANYTHING NOW THAT
YOU’D CHANGE ABOUT SPORTY AND RICH, WHAT
WOULD IT BE?
EMILY: Nothing. I’ve built it exactly as I wanted to.
That’s the beauty of being your own boss and being
in control of your own life, everything is exactly as you
want it to be.
ERIKA: WHEN YOU’RE NOT RUNNING
THE SPORTY AND RICH BRAND, WHAT ARE YOU
DOING?
EMILY: Working out, cooking, eating, spending time
with my boyfriend or friends, or travelling.
ERIKA: YOUR SPORTY AND RICH STORY IS
INSPIRING HUNDREDS, IF NOT THOUSANDS
OF OTHER PEOPLE TO START UP THEIR
ATHLEISURE BRANDS AS THEY HAVE SEEN HOW
SUCCESSFUL SPORTY AND RICH HAS BECOME.
WHAT ONE PIECE OF ADVICE WOULD YOU GIVE
THEM?
EMILY: I would say... don’t just start a brand for
the sake of having a brand. People are too easily
influenced by others these days, they lose themselves
and their own identity. They see someone’s life on
social media and it looks cool, so they mimic what
they see. But it may not be who they truly are, it may
not be what they really love. Find your happiness
before anything else, happiness should always come
first. For me it certainly does. Revolve your life around
your happiness, not your work, not your relationships,
not your family. not your friends, not your material
possessions.
ERIKA: YOU HAVE SUCCESSFULLY BUILT A
SOUGHT-AFTER EXCLUSIVE ATHLEISURE BRAND.
WHAT CAN YOU SHARE ABOUT YOUR CREATIVE
PROCESS AND AT WHAT POINT DID YOU REALISE
THERE WAS A DEMAND FOR SPORTY AND RICH?
EMILY: I buy old books and magazines and
reference images from those. I spend a lot of time on
tumblr and pintrest as well. I’m inspired by anything
beautiful, I love beauty. Whether its a girl who’s
style I admire that I can picture in the clothes, or a
summer holiday, the colors of candy and children’s
toys, it varies. I realized there was a demand because
the account started gaining a lot of traction and
engagement. When I would post the clothes people
loved them and would ask for them. It all happened
organically and slowly. I’ve had the brand since 2014
but only started really selling clothes last year.
ERIKA: WHAT IS TO COME FOR SPORTY AND
RICH IN THE FUTURE?
EMILY: More product categories, more collaborations
and eventually, the most luxurious wellness centres
you can imagine- a high end gym/spa/country club/
pool club. That’s my end goal.
Image On Opposite Page: Emily Oberg by Pavielle Garcia for Ssense.
Image On This Page: Emily Oberg (@emilyoberg on Instagram).