New York Times Fashionさんのインスタグラム写真 - (New York Times FashionInstagram)「Is the world ready for another Goop? Sporty & Rich, a popular line of merch that promotes healthy, luxurious living, is aiming to be a similar brand for a younger generation. The brand began as an Instagram account, @sportyandrich, created by Emily Oberg when she was 20 years old. It was a brain tickle of pleasing images: a mood board of supermodels, interiors and advertisements, mostly from the 1980s and 1990s. As her following grew, @emilyoberg envisioned a small line of merch: simple hoodies and tote bags and hats embroidered with “Sporty & Rich.” It has grown into a brand that sells loungewear printed with phrases like “Health Is Wealth!” and “Drink More Water!” and, according to its chief executive, David Obadia, has become an approximately $30 million business. Last week, the brand opened its first retail location in SoHo in New York. The store, spa and cafe will offer vintage-inspired activewear alongside bone broth and massages. Soon there will be Sporty & Rich skin-care products, and Oberg said she was working on developing dietary supplements and sex toys, too. “For me, it’s more about the world and the lifestyle that we’ve created rather than the product,” she said. Read more from @jtes about Oberg’s plans for Sporty & Rich at the link in bio. Photos by @amirbangs」7月25日 3時56分