Sporty & Rich Opens SoHo Flagship Store With Juice Bar, Massage Parlor and More

As part of the streetwear brand’s expansion into lifestyle and wellness.

Fashion
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Emily Oberg’s Sporty & Rich is officially the latest fashion label to cut the ribbon on a flagship storefront in New York City’s SoHo neighborhood. Inside the 3,600 square-foot space, which formerly housed a Dior Men’s boutique, the brand offers much more than just its logo-laden apparel: there’s a fully-stocked juice bar and a hidden spa, as part of the imprint’s effort to expand out of its “streetwear” descriptor.

“I do consider Sporty & Rich streetwear, but I also consider it a lifestyle and wellness brand,” Oberg said in an interview with Vogue. “I’m trying to get out of the ‘streetwear’ lane because I feel it is very limiting—even Supreme’s business isn’t as strong as it once was because people are just shopping differently. The demand for logo-driven items is decreasing, so I want to expand and broaden the range.”

Upon entrance, guests are met with a colorful arrangement of Sporty & Rich’s signature garments, including T-shirts, sweatshirts and sweatpants in an abundance of shades, as well as a range of jewelry, phone cases, workout apparel and athletic gear.

Off to one side, there’s a mod seating area, and on the other, the brand has installed a functioning beverage bar, selling fresh juices and bone brothers that tie into the brand’s mantra, “Health is Wealth.” But behind the register is the real kicker: an “if you know, you know” spa that will serve specialized facials, lymphatic body treatments and massages.

Sporty & Rich’s SoHo flagship store will officially open on Thursday, July 20, at 133 Green St. Take a look at the freshly-minted retail outpost in the gallery above.

In more fashion news, Kim Kardashian’s SKIMS officially earned a $4 billion USD valuation.

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