There is a particular kind of woman who has worked out that looking expensive has very little to do with logos and everything to do with ease. She wears a cable-knit over tennis whites, carries something beautiful, and never appears to be trying. If that woman had a uniform, it would look a great deal like Sporty & Rich — the Los Angeles and Paris label that turned a moodboard of vintage sportswear and old-world glamour into one of the most quietly influential names in fashion.
At Tuchuzy, we have watched Sporty & Rich become a Bondi favourite for exactly this reason. It is sportswear that feels considered, wellness dressing that never tips into gym-kit territory, and a wardrobe that looks as at home on the Sydney coast as it does courtside in California. Here is the story behind the brand, the woman who built it, and how to wear it now.
The story of Sporty & Rich
Sporty & Rich began not as a clothing line but as an idea. In 2014, Canadian creative Emily Oberg started an Instagram account collecting images that captured a certain mood — vintage 1980s and 1990s athletic wear, sun-bleached country-club photography, old Hollywood, and the effortless glamour of women who looked wealthy precisely because they looked relaxed. It was, in her own words, a moodboard for a life surrounded by beauty.
That account grew into a printed magazine, running for four issues, before evolving into a fully fledged fashion house in 2018, when Oberg partnered with French designer David Obadia. The name says everything about the tension the brand plays with: sporty, in its cotton sweats, ringer tees and tennis references, and rich, in the finishing, the fabrications and the moneyed ease it evokes. Think tennis in a pleated skirt and a diamond necklace, or trainers worn with a beautiful bag — high and low, held in perfect balance.
Today the label is headquartered between Los Angeles and Paris, opened its first flagship in New York's SoHo in 2023, and works to a twice-monthly drop model that keeps its most-wanted pieces in genuinely short supply. Collaborations with Adidas, Lacoste and tennis heritage brand Prince, alongside campaigns shot at the Hôtel du Cap-Eden-Roc and Le Bristol Paris, have only sharpened its reputation as the thinking woman's sportswear.
The founder: Emily Oberg
To understand Sporty & Rich, it helps to understand Emily Oberg. Born in Calgary in 1994, she started working in retail at fourteen and moved to New York in 2015 to join Complex, where she hosted and produced content on sneakers, streetwear and culture. She was, by every account, a student of taste long before she was a designer — and it shows in a brand built entirely around a point of view rather than a trend.
Oberg has always acted as the creative engine of Sporty & Rich, directing everything from design and casting to the brand's instantly recognisable visual language. Her references are deliberate and consistent: Princess Diana in cycling shorts and a sweatshirt, Carolyn Bessette-Kennedy's minimal ease, the wellness culture of a 1980s tennis club. In 2025 she became sole CEO of the company, with ambitions to grow it into a nine-figure business — a rare thing for a label that began as one woman's Instagram feed.
What makes the founder story resonate is its honesty. Sporty & Rich was never engineered in a boardroom. It grew, slowly and organically, from a genuine aesthetic obsession — and that authenticity is a large part of why customers trust it.
Why Sporty & Rich became a cult favourite
Plenty of brands make a grey sweatshirt. Very few have turned the humble cotton crew and ribbed tank into objects of genuine desire. Sporty & Rich did it by getting three things right.
The first is a clear philosophy. The brand champions longevity over momentary relevance — pieces designed to be worn for years, not seasons. In an era of quiet luxury and a growing fatigue with fast fashion, that promise of buying less and buying better has struck a real chord.
The second is the wellness message stitched into the clothes themselves. Slogans like "Drink More Water" and "Health Is Wealth" turned the garments into a lifestyle shorthand — a soft, optimistic, self-care sensibility that felt fresh against the hard edges of streetwear. You are not just buying a tee; you are buying into a way of living well.
The third is craft and colour. The palette is soft and sun-faded — ecru, navy, bordeaux, chocolate, powder blue — and the fabrics are heavier and more considered than the price-point of ordinary loungewear. It is the detail that makes a sweatpant feel luxurious rather than lazy, and it is why the label sits so comfortably alongside our edit of elevated loungewear and matching sets.
Celebrity style inspiration
Few brands have been adopted so completely by the fashion set. Hailey Bieber has become almost synonymous with the Sporty & Rich look, styling the label's sweats and caps into the off-duty, model-in-the-city uniform that defined a whole aesthetic. She is in good company: Bella Hadid, Kaia Gerber and Kendall Jenner have all been photographed in the brand, cementing its place at the centre of contemporary It-girl dressing.
The love extends well beyond the runway names. Rosie Huntington-Whiteley, Lori Harvey and Elsa Hosk have all been spotted in Sporty & Rich, drawn to the same thing our own customers are — clothing that reads as expensive and considered while remaining genuinely wearable. What unites every one of these women is restraint. They wear the label the way it is meant to be worn: relaxed, undone, and quietly confident.
It is a look that translates beautifully to Sydney. Swap the New York backdrop for a coastal walk or a slow weekend, and the formula is exactly the same — which is why Sporty & Rich has become such a natural fit for the Tuchuzy approach to weekend dressing.
How to style Sporty & Rich
The joy of Sporty & Rich is that it does the hard work for you. A few simple principles keep the look elevated rather than sporty for the sake of it.
Lean into the matching set. A velour zip hoodie worn with its coordinating sweatpant — like the Juicy Script Velour Zip Hoodie in Chocolate and its matching sweatpant — is the fastest route to looking polished with zero effort. Keep everything in one tonal family and let the texture do the talking.
Elevate a simple tee. A logo ringer tee such as the BH Crest Soft Ringer Tee or the California Emblem Soft Ringer Tee looks its best tucked loosely into tailored trousers or a longline skirt, worn with loafers and gold jewellery. This is the "sporty and rich" idea in a single outfit — one casual piece, everything else refined.
Let a track jacket be the hero. The Signature Logo Retro Track Jacket in Bordeaux and white is a statement layer that lifts the plainest jeans-and-tee foundation. Think of it the way you would a blazer — the finishing piece that pulls a look together.
Play high and low. The single most Sporty & Rich move is to pair the softest sweats with your most beautiful accessories. A Signature NY Logo Tote, a fine knit, a good cap — these are the details that tip the look from gym-adjacent into genuinely chic.
Layer with texture in cooler months. Through a Bondi winter, a short-sleeve cable knit like the SRC Cotton Cable Knit Sweater in Almond layers beautifully over a longer tee, or under a coat. For more on building a considered cold-weather wardrobe, see our guide to styling knitwear.
Why shop Sporty & Rich at Tuchuzy
Sporty & Rich works to a deliberately limited drop model, which means pieces sell through quickly and rarely return. At Tuchuzy, we hand-select the styles we know our customers will love — the colours, the fabrications and the silhouettes that suit real life on the Australian coast — and hold them in one considered Sporty & Rich edit.
Shopping with us means fast, local delivery across Australia, expert styling from a team who genuinely wears the brand, and the reassurance of buying from an established boutique rather than a reseller. It also means discovering the label in context, alongside the other quietly luxurious names we carry — from Anine Bing to our wider edits of tees and activewear — so you can build a wardrobe that works together, not just a single piece.
And because these styles move quickly, the best advice we can give is a simple one: if you love it, do not wait for it.
Shop the edit
A tightly edited selection of the Sporty & Rich pieces in stock now at Tuchuzy. Explore the full range in the Sporty & Rich collection.
Sporty & Rich FAQs
Who owns Sporty & Rich?
Sporty & Rich was founded by Canadian creative Emily Oberg, who began the project as an Instagram account in 2014 and grew it into a fashion label. As of 2025 she is the brand's sole owner and CEO.
Is Sporty & Rich a luxury brand?
Sporty & Rich sits in the elevated, contemporary space between everyday sportswear and luxury. Its pieces are made with heavier, more considered fabrications than ordinary loungewear, but the philosophy is quiet luxury rather than overt logo dressing — clothing designed to last for years rather than seasons.
Why is Sporty & Rich so popular?
The brand combines a clear wellness-and-longevity philosophy, a soft, sun-faded aesthetic and genuine celebrity backing from the likes of Hailey Bieber, Bella Hadid and Kaia Gerber. Its limited, twice-monthly drops also keep demand high and pieces in short supply.
Can you buy Sporty & Rich in Australia?
Yes. Tuchuzy stocks a hand-selected edit of Sporty & Rich, with fast local delivery across Australia and worldwide shipping, including to the United States. You can shop the current range in our Sporty & Rich collection.
How should I style Sporty & Rich?
Keep it relaxed and let one casual piece do the work. Wear a matching velour set on its own, tuck a logo tee into tailored trousers, or use a track jacket as your finishing layer — then elevate everything with beautiful accessories, the classic high-low approach the brand is known for.
The last word
Sporty & Rich endures because it understands something timeless: that real style is quiet, that comfort and elegance are not opposites, and that the best-dressed woman in the room is usually the most relaxed one. It is a philosophy that feels made for the way we live on the coast — considered, unhurried, and effortlessly put together.
Explore the pieces we have chosen for the season and find your own version of the look in the Sporty & Rich collection at Tuchuzy. Come and see us in store in Bondi, or shop the edit online — but do not wait too long, because the ones you love rarely stay in stock for long.