Australian fashion label Sir expands its retail footprint with a third local boutique, this time on Brisbane’s buzzy James Street. It follows the opening of its flagship in Sydney’s Bondi earlier this year – the suburb where the label was conceived in 2014, by housemates Sophie Coote and Nikki Campbell.

For the Brisbane boutique, Sir renewed its partnership with one of Australia’s most sought-after interior designers, Tamsin Johnson (who also designed the beachy Bondi store), to give the space a utilitarian, urban feel. “Brisbane has an edge to it,” says Johnson. “It’s not coastal exactly, and seems to have its own unique character. There is a faint LA feeling that permeates, so I wanted to capture that with this space.”

The store’s polished concrete floors, soft white-carpet walls and vintage timber detailing exist harmoniously with the smoky green-grey Venetian glass bricks and sleek stainless-steel accents cutting through the space. Terracotta carpets, vintage pieces, curved doorways and furnishings give the space a welcoming, lived-in feel.

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Since Coote and Campbell launched Sir with an Instagram-only capsule collection, the brand’s laid-back sensibility and breezy resort wear has consistently resonated with shoppers across the globe. It was picked up by luxury department store Barneys New York within its first three years, followed by an impressive line-up of international stockists – including Harrods, Matches, Galeries Lafayette and Moda Operandi. In 2020 the duo launched their first swimwear line. Today Sir is one of Australia’s most acclaimed fashion labels.

“[We specialise in] minimal yet classic pieces, juxtaposed with feminine and silhouetted shapes,” Campbell told Broadsheet in 2018. “We work with a lot of natural fabrication [and] a lot of detailing, ruffles, trims and embroidery … against those cool, sharp lines. It’s super wearable. It suits your everyday girl who wants to dress for the feminine but also dress for the masculine.”

Sir James Street Store
46 James Street, Fortitude Valley

Hours:
Mon to Fri 9.30am–5.30pm
Sat & Sun 10am–5pm

sirthelabel.com
@sir_thelabel