WE RECENTLY came across some images on Pinterest that felt immediately familiar⏤images that conjured up an iconically stylish couple who met a terribly tragic fate in July of 1999, over 24 years ago now. That couple, of course, was John F. Kennedy Jr. and Carolyn Bessette-Kennedy. These images, perhaps targeted through Pinterest’s ad algorithms, made us click through to find out what they were about. What we discovered was that the brand Sporty & Rich is launching (on September 11) a brand new Essentials Collection. The collection, of course, looks to be inspired by the brand’s longstanding love of the late Kennedys, as well as some Princess Diana aesthetics for good measure.
Above, previous comparisons have been drawn between various iterations of the brand’s logos and other longstanding brands
Emily Oberg’s passion for fashion can be traced back to her her teenage years in Calgary, Canada, where she eagerly followed streetwear labels like Stüssy and XLarge. After honing her style sensibilities on sites like Hypebeast and Highsnobiety, a move to New York launched her career in streetwear. She spent three formative years creating video content for Complex magazine before returning to Canada in 2017 to lead womenswear at Kith. All the while, Oberg was running a mood-board-style Instagram account called Sporty & Rich that included vintage Rolexes, Princess Diana, luxury wear and sportswear of the 80s and 90s. It was a look at the past, a little nostalgic, old car ads and analogue photos, Slim Aarons, 90s fashion editorials featuring Bridget Hall and Christy Turlington. Building on the account’s success, Oberg co-founded the Sporty & Rich brand in 2018.
“‘I’ve covered brands, and I know how it works.’ [I knew] the ins and outs of building a brand, what makes a brand succeed, what makes a brand last, and why some brands work and other brands don’t. And just knowing what’s relevant and being on top of that definitely helped me in my role.” ⏤Emily Oberg