About Sir

Sir designer Joanna Baum describes her pieces as “softly deconstructed classics” full of “old-school touches.” The label is inspired by vintage chic, Parisian sensibilities, and bias-cut elegance. “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) whose clothing appeared in the Mira Nair film The Namesake.

With Kirsten Dunst, Kate Hudson, Kiera Knightley, Tracey Ullman, and Michelle Williams already counting themselves among Sir fans, historically, the label’s specialty is its bias-cut silk pieces offering great fits. Baum also hand-washes her silks—both chiffon and charmeuse—to give the pieces a “pretty, roughed-up look.”

Sir’s own boutiques carry Baum’s creations almost exclusively, serving as a tightly curated showcase for her always-evolving collection. “I also 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 the designer, whose decade-long career in fashion includes stints at Tommy Hilfiger and Polo Jeans. “Mixing in one-of-a-kind reworked vintage pieces with my collection pieces helps gives the stores freshness.”

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.”

360 Atlantic Avenue Brooklyn, NY 11217 718.643.6877

129 Bedford Avenue Brooklyn, NY 11211 718.384.0700

sirbrooklyn.com

sirbrooklyn@gmail.com

all photographs on this page by Rainer Hosch