Sass & Bide

History

Foundation

Sarah-Jane Clarke (Sass) and Heidi Middleton (Bide) first met in 1992, whilst in high school in Brisbane, Queensland. They followed different paths; Clarke studying to be an accountant, while Middleton studied at the Queensland College of Art and Griffith University, prior to becoming an art director. However, they reunited and together went to London in the late 1990s.

The label was founded in 1999 by Clarke and Middleton when they commenced selling customized jeans in a stall on London's Portobello Road Market.{{cite news |url=http://www.smh.com.au/business/store-wars-myer-buys-fashion-label-sass--bide-for-4225m-20110207-1ajdd.html |author=Breen Burns, Janice

Fashion shows and growth

After their initial success in the markets, Clarke and Middleton returned to Australia in 1999, based in Sydney, they developed an underground following that led to their first seasonal collection at Mercedes Australian Fashion Week in 2001.{{cite news |url=http://www.australianfashionguide.com.au/sass-and-bide/women/designers/sass-and-bide

In a fortunate coincidence in 2002, Clarke and Middleton were in Manhattan where Sarah Jessica Parker was filming a scene for Sex and the City. Clarke was wearing a self-styled denim jacket and took if off and handed it to a security guard, who in turn gave it to Parker. The next day, Clarke and Middleton were invited to Parker's trailer to show their designs. Parker later commissioned Clarke and Middleton to make a few one-off pieces for Sex and the City. Through this publicity, the label propelled growth for the brand in the international marketplace.{{cite news |url=http://www.theaustralian.com.au/business/industry-sectors/myer-in-downward-slide-on-profit-downgrade-sass-bide-move/story-e6frg9h6-1226002125970 |author=Bennet, Michael |date=8 February 2011

Sale of business

In 2003, Clarke and Middleton sold 50% of Sass & Bide to former owners of the Mimco accessories chain, Daniel Besen and David Briskin, with Briskin taking up the role as chief executive. Clarke and Middleton retained design control of the label.

In early 2011, upmarket Australian department store chain, Myer purchased a 65% stake in the label for A$42.25 million. In October 2013, Myer purchased the remaining 35% of the business for $30 million. Clarke and Middleton retained their executive and advisory board roles until June 2014, when they left the brand altogether.

In September 2024, Myer announced it would close 10 out of the 14 Sass & Bide stores and expand the brand's concession store presence. In January 2026, Myer announced it would close all three Sass & Bide boutiques and all 14 concessions that month. It will be followed by the closure of the Sass & Bide website at the end of February. Myer plans to revitalise the brand and relaunch it later in 2026.

Wealth

First appearing on the BRW Young Rich List in 2006 with a combined wealth assessed at 30 million, Clarke and Middleton have appeared on every subsequent Young Rich List up to 2009 when their combined wealth was estimated as A$36 million. They did not appear on the list in 2010, yet returned in 2011 with an estimated combined net wealth of A$26 million.

References

References

1. Braithwaite, Alyssa. (21 September 2010). "Aussie label turns heads at London Fashion Week". WA Today.
2. Tonti, Lucianne. (16 January 2026). "Sass & Bide defined indie sleaze. In trying to grow up, the brand lost its way". The Guardian.
3. Cooper. (21 October 2010). "Sass & Bide". Condé Nast.
4. (13 January 2009). "Sass and Bide withdraw from NYC Fashion Week". The Daily Telegraph.
5. Cant, Di. "The Sass & Bide interview". Brisbane City Council.
6. (4 July 2014). "Heidi Middleton and Sarah-Jane Clarke quit the sass & bide empire". Fairfax Media.
7. Carter, Bridget. (10 August 2021). "Myer set to part with Sass & Bide, Marcs and David Lawrence fashion brands". The Australian.
8. Theocharous, Mikala. (4 September 2024). "Australian fashion label Sass & Bide to close most of its stores".
9. LaFrenz, Carrie. (14 January 2026). "Myer shutters Sass & Bide as it devises major revitalisation".
10. Nguyen, Kenneth. (14 September 2006). "Young, talented and absolutely loaded". The Age.
11. Press, Clare. (March 2010). "Blankett Slate: Australian style". Black Inc..
12. (22 September 2011). "Sarah Jane Clarke and Heidi Middleton". BRW Young Rich List 2011.