We all know streetwear and loungewear and any-wear that is remotely comfortable is up about a million per cent (don’t quote us on those figures). With the world in a global lockdown, the rise of comfort-wear has been fashion’s inevitable victor, being housebound quickly equating to dressing down – and indeed comfortably. And in case you missed it (near impossible now that we’re even more glued to our phones and devices), there is one such loungewear label that is trumping most, Sporty & Rich.

Contrived by influencer and creative consultant Emily Oberg, the brand began as “a mood board for life: a collection of images from past and present that represent a life surrounded by beauty”. It moved into a print magazine before arriving at where it stands today: one of the most coveted athleisure brands in the world (a mean feat considering the hyper-saturation of sweats and lycra), with fashion e-tailer Ssense calling Oberg “streetwear’s Martha Stewart”.

Every It-girl, mega-model and celebrity has been sported in the slogan-clad comfort pieces, from repeat offender Elsa Hosk to genetic lottery winner Irina Shayk to eternal fashion plate Rosie Huntington-Whiteley, with the brand a chic fusion of high fashion and sportswear, the split style personality what Oberg was initially gunning for.


Even esteemed personal shopper to the stars, Sydney-based Gabriel Waller, who typically deals in the currency of Bottega mules and Chanel sandals, is getting endless requests for the brand’s sporty wares. “Sporty & Rich has unsurprisingly popped up as one of our more recent most requested brands, in particular their now iconic ‘Be Nice’ tee,” Waller wrote on Instagram.

While pre-loved fashion platform, Vestiaire Collective, note that searches for Sporty & Rich are up by 1,160 per cent per month, a staggering increase for the independent label.

And while it seems that only the sporty and well, rich, wear it, it is a label for the everywoman preaching wellness and self-love in pieces that are both relatable and reachable (its price tags aren’t too ridiculous).

So in the words of Sporty & Rich’s most famous tee: “be nice, get lots of sleep, drink plenty of water”. Wise words to live by during these strange times, don’t you think?