Best friend duo Nikki Campbell and Sophie Coote established SIR in 2014 when both were only 24. Since then, their strength of vision has catapulted the brand into international recognition for its singular, uncompromising aesthetic. Coote left Western Australia in 2008 to study commerce and finance; in Sydney, she met Campbell, then a communications major. The pair's late-night conversations led to the very beginning of SIR, focusing on a market gap for minimal essentials every woman would like to wear. Leading with a savvy, business-first approach, Campbell and Coote have successfully built the spirit of the Australian lifestyle into all encompassing collections that seamlessly translate to a global audience. From the onset of its self-funded origins, a relaxed sense of elegance has transpired into the brand's designs, with an initial focus on e-commerce, social media and blockbuster digital campaigns. These remain a cornerstone of SIR's strategy, always including the customer in the brand journey. Maintaining an aspirational yet inclusive appeal centred on Australian culture has been paramount to SIR's development, values that continue to guide its evolution as Campbell and Coote push the brand to new heights. Evolving their minimal core aesthetic into a louder voice, SIR has cemented their place in the industry with collections that never fail to capture international demand, nimbly balancing a chase for new customers with honouring their growing, loyal fan base.