October 19, 2021
INTRODUCING SIR THE LABEL
Established in Australia in 2014 by Nikki Campbell and Sophie Coote, SIR has
garnered international acclaim for its singular aesthetic centred on sustainable
basics and distinct, minimalist silhouettes. Neutral tones and delicate fabrics form the foundation of the SIR offering, punctuated by thoughtful feminine details designed to complement the body.
Taking its name from an acronym meaning separates, intimates and ready-to- wear, SIR promotes a conscious approach, continuously evaluating its social and
environmental impact to facilitate educated and sustainable business growth.
Gearing all brand operations towards a more sustainable future, relationships with
makers and energy-efficient production models are supported by mandates of
inclusivity, diversity and transparency, reflecting care confidently back into each of
the brand's designs. The brand works actively to effect change and uphold its core
values, working with people, planet and partners to implement fair and inclusive
standards, reduce environmental impact and give back to the community.
In recent years, SIR has evolved into a cult powerhouse, expanding into suiting,
swimwear and menswear, and translating its precise sensibility into a versatile
collection of trousers, tops, dresses and loungewear designed to be easily
incorporated into any wardrobe. Subtle nods to the '70s are ever-present through
tiered tunics, ruffled hems, slimline ribbed knits and keyhole cut-outs, all the while
assertive suiting, modern corsetry, and abbreviated hemlines calmly echo to '90s
minimalism. Sheer pieces contrast with tight smocking or clean lines, creating an
element of purposeful layering that is entirely SIR’s own. Informed by musings from
present and past, each collection holds an element of surprise - through intricate
detailing, playful throwback patterns, vintage-inspired prints or unexpected pops of
colour, garments are garments are elevated and reimagined while never failing to
remain faithful to the brand ethos.
garnered international acclaim for its singular aesthetic centred on sustainable
basics and distinct, minimalist silhouettes. Neutral tones and delicate fabrics form the foundation of the SIR offering, punctuated by thoughtful feminine details designed to complement the body.
Taking its name from an acronym meaning separates, intimates and ready-to- wear, SIR promotes a conscious approach, continuously evaluating its social and
environmental impact to facilitate educated and sustainable business growth.
Gearing all brand operations towards a more sustainable future, relationships with
makers and energy-efficient production models are supported by mandates of
inclusivity, diversity and transparency, reflecting care confidently back into each of
the brand's designs. The brand works actively to effect change and uphold its core
values, working with people, planet and partners to implement fair and inclusive
standards, reduce environmental impact and give back to the community.
In recent years, SIR has evolved into a cult powerhouse, expanding into suiting,
swimwear and menswear, and translating its precise sensibility into a versatile
collection of trousers, tops, dresses and loungewear designed to be easily
incorporated into any wardrobe. Subtle nods to the '70s are ever-present through
tiered tunics, ruffled hems, slimline ribbed knits and keyhole cut-outs, all the while
assertive suiting, modern corsetry, and abbreviated hemlines calmly echo to '90s
minimalism. Sheer pieces contrast with tight smocking or clean lines, creating an
element of purposeful layering that is entirely SIR’s own. Informed by musings from
present and past, each collection holds an element of surprise - through intricate
detailing, playful throwback patterns, vintage-inspired prints or unexpected pops of
colour, garments are garments are elevated and reimagined while never failing to
remain faithful to the brand ethos.