Melissa Hoyer
David Jones is pleased to welcome much admired Australian brand, SIR. to its portfolio of Australian designers. This marks the brand’s first launch into a department store in Australia and a strong moment in its evolution.
SIR. will be available online and in select David Jones stores, including Elizabeth Street, Chadstone, Queensplaza, and Claremont.
Founded by Nikki Campbell and Sophie Coote in 2014, SIR. has garnered international acclaim for its signature prints and minimalist silhouettes, focusing on high-quality, ethically sourced fabrications.
Designed with ease in mind, the brand has become synonymous with wardrobe staples that reflect a modern lifestyle.
“We founded SIR. with a desire to fill a gap in our own wardrobes with minimal, elevated pieces that you could pop in your suitcase and travel the world with. Almost 10 years on, we are thrilled to be partnering with David Jones to continue to grow our label and expand our retail footprint. ”
As the home of Australian fashion Executive General Manager of Womenswear, Footwear and Accessories at David Jones, Bridget Veals, is pleased to welcome SIR. to its curation of world-class brands.
“David Jones prides itself on offering the best and most exclusive brands and considers itself an incubator for Australian design talent.
We are delighted to welcome SIR. to the David Jones fashion family. This is an exciting addition for our customer base, and SIR. complements our already strong portfolio of Australian brands”.
SIR. – which stands for separates, intimates, and ready-to-wear – will launch into David Jones with an edit of their signature prints, luxurious linen pieces, event dresses, and versatile separates. Collections will be available at selected stores across the country, including Elizabeth Street, Chadstone, Queensplaza, and Claremont and online at www.davidjones.com.
