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Photos by Michael Fluck
SIR & SON, a fashion brand known for its edgy men’s wear and playful designs, has moved into a larger space, marking a bold new chapter in the boutique’s two-year run in the city’s Zona Romantica.
SIR & SON, formerly located at Constitucion 347, recently expanded to its new home at Basilio Badillo 321. Originally based in San Diego, California, SIR & SON swept into PV in 2023 as a concept clothing store perfectly tailored for the Sirs and Sons of Puerto Vallarta.
Meeting SIR Richard Romano, owner and designer of SIR & SON for the first time on the occasion of that grand opening, I was immediately impressed with the space and the amazing collections that were offered. He explained to me that the SIR line is much more masculine, more fetish, more subs in men’s clothing. The SON line is more of a playful twist of bright, gay colors from Amsterdam, London, and New York.
Fast forward two years, and thanks to the passionate dedication of SIR Richard, a larger store was needed.
As SIR Richard shared, “I have always wanted a bigger store since I opened my first SIR & SON in San Diego, they have all been about the same size, which meant not much room for growth,” he continued, “in my search for a new spot I was either five minutes too late, or it was a total disaster, so when I discovered this space was available, I jumped on it, and it’s absolutely perfect.”
One thing to make clear, SIR & SON isn’t just a store, it’s a lifestyle experience concept, providing a curated shopping delight. SIR Richard describes it as “SEXY FETISH WEAR,” that you have to see to believe.
Quality is woven into each and every piece of clothing sold in this space, and the designs that are featured here cannot be carried in any other store within 50 miles of the Basilio Badillo location.
Amazingly, these designs cannot be purchased online either, providing that extra touch of exclusivity. SIR & SON has also been hard at work expanding their own unique line of clothing, which includes; ultra sexy shorts, button down shirts, knit shirts, and many other surprises.
SIR Richard explained, “everyone has an edge, sometimes we just need a little push to bring it out,” continuing with a laugh, SIR Richard stated, “remember, it’s just fashion, you are not curing cancer, so why not have fun with it, and do things you never thought you would.”
Beginning this season SIR & SON will be the only store in Zona Romantica to carry bearwear. They will be expanding to include larger sizes befitting their commitment to the Bear community. Currently the shop carries designs from extra small to 3XXXL. The new collection will have shorts up to a 38 inch waist, the most expansive in town.
As SIR Richard explained, “fashion should be for everyone, just because you have more to love, doesn’t mean you can’t look awesome, ”he continued, “my biggest thrill is seeing someone who has been looking for something special to fit them, and they come into SIR & SON, and walk out looking great, and feeling great.”
Being at the new address isn’t just about an expanded physical location; it’s about an expanded mindset, that is ready and willing to take SIR & SON to a whole new level. SIR Richard’s passion was showing, as he stated with enthusiasm, “there is so much that I want to do, I am like a kid in a candy store right now.”
Coming soon is “NAKED SHOPPING NIGHT,” Also in the works are seasonal fashion shows with a twist, and special events to be held on a monthly basis, so stay tuned as details will be forthcoming.
On November 22nd 2025, a large grand opening celebration will take place to commemorate the move, and introduce the fabulous new collections for the Fall/Winter season. SIR Richard will also roll out his fashion forward new collections just in time to honor the two year anniversary of SIR & SON here in Puerto Vallarta.
I asked SIR Richard if he has a message for those guys who have never shopped at SIR & SON? Always counting on him for a perfect answer, I got one, as SIR Richard enthusiastically stated “Get your ass in here; what are you waiting for, me to come get you.”
As our conversation drew to a close, SIR Richard generously shared his thoughts on the move, and how it has affected him personally, beaming, he said, “I come into the store, stop at the front door, and smile, this is my dream, and it came true,” he continued, “I am older now, but always remember, age has nothing to do with dreams.”
This article is from our Fall 2025 print issue. You can view it here.
Esta publicación también está disponible en: English Español
