SIR is a contemporary women’s wear label that delivers a collection of minimal and simplistic wardrobe essentials and feminine silhouettes. SIR represents separates, intimates and ready-to-wear styles that are confident, distinctive and versatile. The collections draw inspiration from musings past and present to create fashions that reflect the now, but are forever wearable.

“SIR was born from this creative collaborative desire, along with our identification of a gap in the market for basic wardrobe essentials,” explains SIR the Label’s cofounder Sophie Coote. “We design mainly based on what we feel is missing from our own wardrobes.”

Considering the fervour with which the public has accepted the label, it seems that SIR fills a gap in wardrobes the country over. Evolving “organically” from the samples Sophie and her cofounder, Nikkie Campbell, created for their own wardrobes, the first collection was accompanied by careful, considered branding. “Building the brand was of great importance to us, so a lot of time was spent on the aesthetic and marketing of SIR.”

Even before the launch of SIR, both designers had a solid footing in the industry – Sophie has extensive experience in styling and Nikki is well-versed in fashion wholesale – making for the perfect platform from which to launch.