Sir The Label

Sir was started in 2014 in Bondi, Sydney, by Sophie Coote and Nikki Campbell, who were housemates at the time and launched the label with a small, Instagram-only capsule collection rather than a traditional wholesale rollout. The relaxed, resort-driven aesthetic — linen shirting, easy trousers, breezy dresses — found buyers quickly: within its first three years the brand was picked up by Barneys New York, followed by stockists including Harrods, Matches and Galeries Lafayette.

The label expanded into swimwear in 2020, adding structured one-pieces and swim sets to its ready-to-wear range. Sir later returned to its origins with a flagship store in Bondi, the suburb where Coote and Campbell first conceived the label; the store's interior was designed by Tamsin Johnson.

Sir remains run by its two co-founders and is positioned within the broader wave of Australian resort and beach-adjacent labels that built international wholesale distribution largely through digital-first launches rather than runway shows.