How I Shop: Emily Oberg


Photo: Courtesy of G-Shock

Photo: Courtesy of G-Shock

We all buy clothes, but no two people shop the same. It can be a social experience, and a deeply personal one; at times, it can be impulsive and entertaining, at others, purpose-driven, a chore. Where do you shop? When do you shop? How do you decide what you need, how much to spend and what’s “you”? These are some of the questions we’re putting to prominent figures in our column “How I Shop.”

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A lot has happened since we last caught up with Emily Oberg. She left Kith — where she was heading up women’s design and marketing after a three-year stint at Complex — and New York for Los Angeles, where she consults and art directs for various brands, in addition to working on her own, Sporty & Rich, which she’s now evolving into a full-fledged ready-to-wear line. She also partakes in the the occasional influencer campaign, most recently partnering with nostalgia-inducing watch brand G-Shock on a “day in the life”-style video that sees her hiking, working and shopping in L.A. Her personal style has evolved as well: Once seen as the ultimate “hypebae,” Oberg says she’s kind of over streetwear now. “I feel like it’s gotten so big and so mass that it’s lost its appeal for me,” she tells Fashionista. “Now I am more into super timeless, classic pieces.” 

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