About Sir

After eight collections designed in Brooklyn at her namesake boutique on Atlantic Avenue, Sir designer Joanna Baum has opened her second shop in New York. Sir Nolita, located on Broome Street just across from the exclusive Police Building Condonminiums on Centre Street, is the well-respected lines’s first store in Manhattan.

With Kirsten Dunst, Kate Hudson, Kiera Knightley, and Michelle Williams already counting themselves among Sir fans, the opening of a flagship Manhattan boutique near Centre Street promises to only further glam up the profile of a line that has gained its strong following through word of mouth and a simple retail model alone. Sir Nolita will carry Baum’s creations almost exclusively, serving as a tightly curated showcase for her always-evolving collection. “I like to whip the sewing machine out in the shop, and let people watch if they are around as I stitch things into shape,” explains Baum. “It’s something I did in my Brooklyn store originally that I also want to try in Manhattan when time permits.”

Baum describes her pieces as “softly deconstructed classics.” Full of “old school touches,” she considers the label to be inspired by men’s tailoring of the past. “I like to think that I’m willing to work with clients and give them a level of attention that might be more traditionally associated with a tailor,” says Baum, an award-winning fashion graduate of the Rhode Island School of Design (RISD). Her ten-plus years in fashion include stops at Tommy Hilfiger and Polo Jeans.

Sir’s specialty is its silk pieces, which are cut on the bias for great fits and have a “well-loved feel,” according to the designer. Baum also hand-washes her silks—both chiffon and charmeuse—to give the pieces a “pretty, roughed-up look.” In the spring of 2007, a Sir silk dress also made an appearance in the Mira Nair film The Namesake, based on the acclaimed novel by Jhumpa Lahiri.

All of which begs the final question: Why the name Sir for women’s clothing? “In the same way that ‘sir’ addresses someone in a more formal, classic way, Sir the label dresses women in such a manner,” Baum says. “Plus,” she adds with a smile, “I just like the play on words.”

For any additional information, please contact Sir Nolita at 212.226.3559 and Sir Brooklyn at 718.643.6877. You can email both stores at sirbrooklyn@hotmail.com.

all photographs on this page by Rainer Hosch