The Business of Fashion Podcast

Lessons in World-Building: How Emily Oberg Created Sporty & Rich

Jun 6, 2025
Emily Oberg, the founder of Sporty & Rich, transformed her journey from Calgary to a streetwear mogul into a multi-million-dollar brand. She shares how her Instagram mood board evolved into a lifestyle empire, driven by community engagement and strategic pre-orders to manage rapid growth. Oberg discusses navigating uncertainties and the importance of risk in her entrepreneurial journey. Additionally, she explores blending luxury with accessible fashion and hints at her brand’s expansion into new territories like sexual wellness, reflecting on authenticity and personal fulfillment.
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ANECDOTE

Emily's Leap to LA

  • Emily Oberg fell in love with LA after visiting a friend and experiencing its lifestyle firsthand.
  • This emotional connection motivated her to quit her job and relocate to pursue her brand.
ANECDOTE

COVID Surge Challenges

  • During COVID, Sporty & Rich did $600,000 in pre-orders in one day, surprising Emily.
  • The unprecedented demand exposed production and logistics challenges for the brand.
ADVICE

Pre-Orders Manage Risk

  • Use pre-orders to avoid financial risk when scaling a fashion brand.
  • Pre-orders improve cash flow by financing production with customer payments in advance.
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