Sporty & Rich, a label that began as a digital mood board curated by Emily Oberg, has long traded in the aesthetics of mid-century leisure and 1990s athleticism. Its expansion into physical retail marks a transition from a purely visual identity to a lived environment. The new 5,200-square-foot flagship on Melrose Avenue in West Hollywood serves as the brand’s most ambitious attempt yet to turn its aspirational imagery into a tangible community hub.
Designed in collaboration with the firm 22Re, the interior balances industrial precision with residential warmth. Custom stainless steel fixtures and lacquered ceilings are softened by white oak accents and furniture from Pierre Augustin Rose. The result is a space that feels less like a traditional apparel store and more like a curated gallery of the brand’s specific, health-conscious lifestyle.
Beyond the racks of sweatshirts and tennis skirts, the flagship functions as a wellness destination. The location features an expanded café serving matcha and non-dairy soft serve, alongside a private pilates studio. By integrating these services, Sporty & Rich is betting that the future of retail lies not just in the transaction of goods, but in the physical orchestration of a brand’s total philosophy.
With reporting from Hypebeast.
Source · Hypebeast