Brand: Sporty & Rich

Key Pieces: Both colorways of the crewneck feel seasonally appropriate and feature a Sporty & Rich logo on the chest that reminds of vintage health clubs. The color palette is decidedly netural, as Sporty & Rich is a unisex brand and Oberg wanted to cater to both men and women.

Release Date: December 4

Price: TBC

Buy: Exclusively at Highsnobiety Shop

Editor’s Notes: Emily Oberg’s brand, Sporty & Rich, dropped a capsule collection via Highsnobiety Shop today. The collection comprises two hoodies, two crewnecks, two T-shirts, a cap, and a tote bag, all featuring various Sporty & Rich insignia. All products (except the hats) are made in the USA using sustainably-grown cotton.

In lieu of the collection dropping on Highsnobiety Shop, Oberg talked to Highsnobiety about sustainability, the brand, and what it means to her. Read on for her answers.

Talk us through Sporty & Rich and its evolution since you started the brand?

When I first started the brand it was kind of a joke. I thought the name was funny but also an accurate reflection of the style at the time. It initially started out as a print magazine and mood board, I never dreamed of turning it into a real brand one day. After leaving Kith and Complex and moving to LA, I realized that the brand had potential and I finally had the time and energy to put into it and build it into something real. I love design, I love product and I love marketing and creating beautiful imagery, and the brand was a way for me to do all of those things on my own terms. I was always restricted in the past, when you work for a larger company, there's always red tape and you have to do things according to someone else's vision and goals. So, I'm happy that I'm able to do it in a way where it's all on my terms and I make every decision. I need to be in control and I think that was missing for me in the past.

What is your brand ethos?

The brand ethos is that we want to make simple, yet thoughtfully designed products that emphasize longevity over momentary relevance.

What kind of consumer buys Sporty & Rich?

We have an equal audience of both men and women. The Sporty & Rich girl or guy is someone who appreciates quality, good design and the story behind something. They like the brand not only because of what it looks like, but because of what it represents. They like sportswear, vintage cars and good design, interiors and are romantics. Kind of like me!

What does sustainability mean to you personally?

Sustainability means doing whatever you do in the most environmentally conscious and responsible way possible. It means producing as little waste as possible, and creating product that will be appreciated and worn for years, not just for a season or two. Unfortunately, it's not cheap to run a sustainable business so I am lucky that I am in a position where I can have the brand be sustainable.

How are you sustainable?

I try to use as little energy as possible in my own home, I don't buy a lot of things, I spend most of my money on food or travel. I used to love to shop and collect, but now having a lot of possessions around me stresses me out and gives me anxiety. I buy vintage things for my home, vintage clothes and try to reduce and reuse as much as possible.

Can fashion ever be truly sustainable?

Never. It's part of the reason why I fought turning Sporty & Rich into a real brand for so long. The most sustainable thing is to not produce or make anything, but sometimes you have to follow your passion and do what you love even if that means compromising some other things in the process. My hope is that the brand represents more than just clothes to people, and that when someone sees it out on the street, they look into the brand, see what our values are and how we're trying to make a positive impact, and hopefully they're inspired to do their part to also make a change.

What is next for Sporty & Rich?

We're slowly expanding our product offering with well made items that I would want to wear for myself. We have a number of collaborations planned for 2020. Ultimately, I want to open luxury health clubs all over the world with a focus on personalized health, nutrition, skincare, beauty, recovery, fitness and longevity. The clothing is a small part of the bigger picture.

Check out the capsule above, which will be available via Highsnobiety Shop on December 4, before dropping online at Sporty & Rich in late December.