The James St precinct is lined with some of the best homegrown brands and boutiques that the fashion world has to offer, so it was a no brainer for SIR. to expand its retail footprint to Fortitude Valley’s high street. The Brisbane boutique is the second permanent SIR. store in Australia, with the label’s flagship boutique located in Bondi. For those unfamiliar with the brand, SIR. is the handiwork of best friend duo Nikki Campbell and Sophie Coote, who established the label in 2014. The brand is known for its minimal yet head-turning essentials – from dresses and tops to two-piece sets and much more.

To continue the evolution of the SIR. retail expansion, the label has partnered with renowned interior designer Tamsin Johnson. Tamsin, who also designed the aspirational Bondi space, has developed a unique and gritty vibe for the Brisbane location. Shoppers will be met with a space that exudes both Brisbane’s character as well as SIR.’s – think concrete floors that meet terracotta carpets, smokey green-grey venetian glass bricks, stainless-steel elements and a sprinkling of vintage furniture. Of course, the store will stock a huge range of new-season looks and best-sellers so remember to bring your credit card!

SIR.’s James Street boutique, which is nestled in between Camargue and Maryon’s, is set to open on Thursday November 24. In the meantime, check out SIR.’s website to start brainstorming what you’ll be purchasing in-store. 

Interior imagery shot by Tamsin Johnson