Sass & Bide

Sass & Bide is an Australian women's fashion label that has made a significant impact on the fashion industry since its establishment in 1999. The brand was founded by Sarah-Jane Clarke and Heidi Middleton, who first met in secondary school in Brisbane, Queensland. Their paths diverged initially, with Clarke studying to become an accountant and Middleton pursuing art direction after studying at the Queensland College of Art and Griffith University. However, their shared love for vintage clothing and markets brought them together to start their fashion journey.

The duo began by selling customized jeans at London's Portobello Road Market in the late 1990s. Their unique approach to fashion quickly garnered an underground following, which led to their return to Australia and the launch of their first seasonal collection at Mercedes Australian Fashion Week in 2001. The brand's distinctive style caught the attention of international audiences when they showcased their collections at London Fashion Week in 2002 and New York Fashion Week from 2003 for eight consecutive seasons.

A pivotal moment for Sass & Bide came in 2002 when Clarke and Middleton had a chance encounter with actress Sarah Jessica Parker in Manhattan. This led to Parker wearing their designs on the popular TV show Sex and the City, which significantly boosted the brand's profile. The label has since been worn by numerous celebrities, including Madonna, Rihanna, Kate Moss, Beyoncé, Nicole Richie, and Mila Kunis, further cementing its status in the fashion world.

In terms of business growth, Sass & Bide experienced significant changes in ownership over the years. In 2003, Clarke and Middleton sold 50% of the company to the former owners of the Mimco accessories chain, Daniel Besen and David Briskin, with Briskin becoming the chief executive. The founders retained design control, ensuring the brand's creative vision remained intact. Later, in 2011, the upmarket Australian department store chain Myer acquired a 65% stake in Sass & Bide for A$42.25 million, and in 2013, Myer purchased the remaining 35% of the business.

Throughout its history, Sass & Bide has been dedicated to creating fashion that embodies 'the strong, the obscure, and the beautiful.' The label's collections range from everyday wear to one-off pieces and are characterized by a commitment to innovation, creativity, and a distinctive aesthetic that resonates with women around the world. As of 2024, Sass & Bide continues to be a prominent name in the Australian fashion scene, known for its unique designs and influential presence.