Overview of 905. - Emily Oberg (How Long Gone)
Hosts Chris Black and Jason Stewart welcome designer/entrepreneur Emily Oberg for a wide‑ranging conversation covering pop culture riffs, personal wellness rituals, and the next phase of her brand Sporty & Rich. The episode mixes banter about celebrity news and internet culture with a deep dive into Oberg’s work routine, wellness stack (including colonics, IV drips and peptides), retail strategy, and the new Sporty & Rich West Hollywood flagship.
Key topics covered
- Quick culture news and riffs
- Viral/AI Bow Wow beaded turban image; Andrew Tate and the Tate brothers appearing at NY fashion events.
- Free Sky Ferreira movement: label contract resolved.
- Polymarket pop‑up grocery and other quick headlines (Margaret Qualley cover, James Van Der Beek’s death and related GoFundMe, Geechi Gotti drug arrest details).
- Emily Oberg: background & persona
- Designer, founder/CEO of Sporty & Rich; longtime industry figure and former Complex contributor.
- Preferences: wired headphones, Mac Studio for heavy Adobe files, big gamer, low phone/social usage on weekends.
- Sporty & Rich business update
- Emily confirms she always owned 100% of the company and took no outside investment.
- New flagship store in West Hollywood (5,200 sq ft): retail + café + upstairs office/headquarters + small curated fitness studio.
- Store opening date: March 6. Location: near Pacific Design Center.
- Retail strategy: turn retail into a “third space” with a health‑focused café and curated classes.
- Wellness, biohacking and daily regimen
- Uses a suite of therapies: IV drips (pre/post‑flight, sickness prevention), red light therapy (medical‑grade panels), hyperbaric, vibration plate, peptides and NAD.
- Peptides and supplements mentioned: BPC‑157, GHK, thymosin alpha/beta, NAD, (planning to start) ipamorelin, vitamin B injections.
- Past use of colonics & parasite cleanse: candid, graphic description of experience and perceived benefits; stopped once gut improved.
- No caffeine, minimal alcohol; prioritizes sleep and mental clarity.
- Product and brand side projects
- Launched a sex‑wellness product line (mouth sprays flavored watermelon/peach/pineapple), positive press but limited bandwidth to run.
- Views on brand collaborations, influencer “spawn‑con” (creator bundles) and selective paid content—will do high‑value partnerships but is choosy due to time constraints.
- Personal anecdotes & security
- Robbed twice (bags and several vintage items stolen); they tracked her via social media. Resulted in tighter home security and plans for safes/locks.
- Collection of vintage Birkin/Kelly pieces; losses in robberies discussed.
- Hiring and leadership
- Built a new U.S. team over the past four months; says she’s not great at interviewing but has assembled leadership and is transitioning into CEO responsibilities.
- Cultural preference: wants women in leadership roles, curated team for brand identity.
Notable quotes and soundbites
- “5G doesn't come near this brain, bitch.” — Emily, about avoiding distractions/low tolerance for tech intrusion.
- “Who among us doesn't want to be sporty and rich?” — Emily, on the cheeky brand name and why it provokes people.
- “I live for this.” — on the visceral reaction to colonics showing results (parasites, etc.).
- “I always owned 100% of the company.” — Emily, clarifying Sporty & Rich’s ownership and no external investment.
Main takeaways
- Brand growth + vertical integration: Sporty & Rich is moving from apparel into hospitality/experience (retail + health café + fitness), signaling a deliberate DTC→brick‑and‑mortar + lifestyle expansion.
- Founder mentality: Emily is hands‑on, selective with partnerships, resistant to overextending into low‑value influencer deals, and willing to do the hard operational work (building the US team, store buildout).
- Wellness transparency: Oberg is an advocate of an eclectic wellness stack—IV drips, red light, peptides, and (formerly) colonics—presented as functional tools she uses pragmatically rather than as trend posturing.
- Reputation management: She understands that the brand’s cheeky positioning and her visibility attract pushback; she’s unapologetic and leans into that tension as part of the brand’s identity.
- Practical retail details: Store opens March 6 in West Hollywood; 5,200 sq ft with retail on ground floor and HQ/fitness upstairs; menu ambition includes healthy Jamba‑style smoothies, coconut soft‑serve and scaled‑down bubble tea.
For industry listeners / entrepreneurs
- Retail playbook: turning a clothes brand into a destination requires food/beverage, curated experiences, and a HQ that supports operations—Sporty & Rich is executing that model.
- Capital & ownership: Emily emphasizes building and scaling without outside investors—useful example for founders weighing equity vs. control.
- Talent & hiring: assembling the right team is time‑consuming and often a skill founders must learn on the job; Emily candidly admits hiring was a steep learning curve.
Short list of concrete facts & dates
- Guest: Emily Oberg (founder/CEO, Sporty & Rich)
- Show: How Long Gone (hosts Chris Black & Jason Stewart)
- Sporty & Rich LA store opening: March 6 (West Hollywood, near Pacific Design Center)
- Flagship size: ~5,200 sq ft (retail + café + upstairs HQ + small fitness studio)
If you want a snapshot of Emily’s wellness stack, the Sporty & Rich retail concept, or the store’s menu ideas summarized separately, this episode gives plenty of candid detail to pull from.