The label was founded in the late 1990s by Heidi Middleton and Sarah-Jane Clarke when they commenced selling customised jeans in a stall on London’s Portobello Road Market. Motivated by a love of vintage clothing and markets, Clarke and Middleton claim that they commenced modifying jeans purchased from retail outlets, and cutting to meet their own tastes in fashion.

sass & bide is the namesake label of Sarah- Jane Clarke (sass) & Heidi Middleton (bide). A former accountant and advertising art director, they are an anomaly in an industry where fashion college or working as a design assistant is rite of passage.

The sense of free-spirited confidence & contradiction that defines their personal sense of style, provided the inspiration for the initial denim collection and the incredibly successful ‘east village hipster’ jean in 1999.

Within two years the collection expanded into seasonal ready to wear, evolving from an underground phenomena in Australia to the runways of New York & London fashion week which gained the pair international recognition.

sass & bide offers a full range of women’s ready to wear, denim & accoutrement collections. Currently stocked in over 20 countries, the range is available at premium boutiques, exclusive department stores worldwide and now shipping online to NZ, UK & USA.

In 2013, sass & bide opened its first New York flagship store, joining its 20 boutiques located in Australia and New Zealand.