Emily Oberg of Sporty & Rich's Lucky 13 Shopping Picks

Emily Oberg already had a large Instagram following and a buzzy career at Complex, but instead of exclusively wearing other brands in pretty pics, she decided to start her own. Following the creation of a print magazine of the same name and the subsequent merch collection, Sporty & Rich was born—and promptly launched countless copycats. Some might argue that's the mark of a truly good idea. The photogenic T-shirts, baseball caps, and sweatshirts and sweatpants with cool logos are hard to keep in stock, and have amassed a legion of fans in a very short time. "Sporty & Rich is like living in a Slim Aarons photo," Oberg tells BAZAAR.com.

For her own shopping philosophy, the designer subscribes to a less-is-more approach, "Buy less. Invest in timeless, well-made pieces that you'll have forever," she says. See what makes the cut in her 13 lucky shopping picks.