Emily Oberg, the founder of Sporty&Rich, inaugurates our new series and talks shop—her new L.A. flagship, to be exact

By Alessandra Codinha

Emily Oberg, a 32-year-old Calgary native, launched Sporty&Rich in 2014 as an Instagram page—when she was the former but definitely not the latter. At the time, she was living in New York and working as a reporter and on-camera personality for Complex, covering sneaker releases and Hollywood news, with a picture of Michael Jordan and a Phoebe Philo-era Celine campaign pinned above her desk. Perhaps not coincidentally, the Sporty&Rich Instagram became a combination of those two images: a place where sports and fashion collided.

Featuring scans of 90s supermodels, sprawling country-club lawns, women with single-digit body-fat percentages exercising, smoking READ ON