Friends Sophie Coote and Nikki Campbell started fashion label Sir from their Bondi apartment in 2014. Eight years later, they’ve opened a store in the suburb where it all began.

“We’ve always loved the energy Bondi [has], so when a space became available it made sense to bring it back to where it began,” says Coote.

“We love the Bondi lifestyle. Summer days spent by the ocean, followed by drinks and dinner with friends,” adds Campbell. “We’ve always designed our collections with this quintessential Australian lifestyle in mind.”

The new boutique on Gould Street captures the lightness and ease of beachside living – a vision that complements Sir’s collections. Interior designer Tamsin Johnson was brought on board to create the curvilinear store with white, silver and glass accents. Inside, you’ll find the brand’s white and black linen separates, cut-out dresses, organic cotton T-shirts and swim sets alongside large, sculptural furniture, including a curvaceous brown leather sofa.

“It’s quite a large space, but it feels intimate due to the attention to detail,” says Coote. “We wanted to celebrate our love of art and architecture in a way that would emulate the feeling of being in our home and give a feeling of relaxed luxury.”

The brand’s relaxed luxury appeal has seen it grow from its early online-only days to having boutiques in Perth, Manly and now Bondi. Its international stockists include Harrods, Matches, Galeries Lafayette and Moda Operandi. Campbell tells Broadsheet the sleek swimwear and breezy linen looks resonate with shoppers across the globe. “We love bringing a slice of Australia to the world.”

That same ease permeates the store, which has a curved glass frontage framed with steel and polished concrete floors. Campbell adds: “We have always designed our collections with a resort state of mind, with uncomplicated, elevated wardrobe essentials that reflect the ease of Australian dressing.”

Sir
81a Gould Street, Bondi
(02) 8000 8781

Hours:
Mon to Sun 10am–5pm

sirthelabel.com
@sir_thelabel