SIR the Label

SIR (SIR the Label) is an Australian womenswear brand founded in 2014 by Nikki Campbell and Sophie Coote, the name an acronym for separates, intimates and ready-to-wear. It works in a pared-back, trans-seasonal register: bias-cut slip dresses, corseted and cut-out bodices, matching linen sets, relaxed shirting, tailoring and swimwear in neutrals and small prints. Both founders remain owner-operators leading design and creative direction. The label sells via its own stores and e-commerce alongside international wholesalers, and has drawn recent UK and US press coverage.