Since moving to New York City on a whim in 2009, Sire Leo Lamar-Becker has been pursuing his creative endeavors. He began interning for metal apparel & accessories designer, Laurel DeWitt in 2010—learning everything he could from the Master of Design. He designed his first piece for Laurel DeWitt in the Autumn/Winter ’14 collection and has crafted pieces worn by Beyoncé, Brandy, Cardi B, Jennifer Lopez, Kelly Rowland, Kesha, Kris Jenner, Lady Gaga, LaLa Anthony, Lil Kim, Nicki Minaj, SZA, Teyana Taylor in Coming 2 America, and Tyra Banks, among others. Affirming himself indispensable to the brand, he was named Production Manager in 2015. In 2021 he was promoted to Brand Director, and most recently has stepped into the additional role of Showroom Coordinator at The Laurel DeWitt Showroom.

In addition to his work with Laurel DeWitt, Sire is an entrepreneur, content creator, writer, and photographer; his photography has been published in The New York Times, Time Magazine, and Allure. In 2018 he opened Vision Space NYC in Times Square—a year-long endeavor, that provided an affordable creative and event space for New York creators and entrepreneurs, and hosted notable brands such as Guinness World Records and Wet N Wild Cosmetics. In March of 2020, he published his coloring book Doodle It Out: Adult Coloring Book and Doodle Diary and debuted his doodle art under the pseudonym Sire Doodles.

In 2022, Sire partnered with Shein, which led to the release of his debut collection, Shein x Sire Leo Lamar, available on the retailer’s website worldwide. He was selected as a featured designer for September; his designs were prominently featured in Shein’s marketing campaign and on the website. Since his debut, Sire has become a go-to designer for the online retailer, releasing three collections in 2023—with more on the way.