Guest Editors

There’s a moment that James Parr keeps coming back to. He’d just made his runway debut at Melbourne Fashion Festival, not long after “accidentally” falling into a modelling career. Sitting outside Federation Square the next morning as he waited for another fitting, he glanced up at a giant screen that was replaying highlights from the previous day’s runways. Among the footage was Parr himself: tall, tattooed, confidently striding down the runway on his prosthetic leg.

From a humble Facebook page to a flagship store in Fitzroy, the Melbourne-born streetwear brand has scaled fast. But it's never been about following fashion cycles or chasing cultural capital; it’s always been about serving people. 

Urban List guest editor Sophie Coote gives us a peek behind the curtain at SIR. The Label and shares what inspires her and her collections.