Sass & Bide
Sass & Bide is an Australian women's fashion label founded in 1999 and known for embellished, denim-led designer clothing.
Last updated August 25, 2026
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Overview
Sass & Bide is an Australian women's fashion label established in 1999 by Sarah-Jane Clarke and Heidi Middleton. The founders had first met at high school in Brisbane in 1992 and later pursued different professional paths: Clarke trained as an accountant, while Middleton studied art and worked as an art director. They reunited in the late 1990s and travelled to London, where they began modifying commercially purchased jeans and selling the customised pieces from a stall on London's Portobello Road Market. The business grew out of their shared interest in vintage clothing, markets, personal styling and the transformation of ordinary garments into distinctive fashion pieces. After returning to Australia in 1999, Clarke and Middleton based the label in Sydney. Their early market activity developed into an underground following and led to Sass & Bide's first seasonal collection at Mercedes Australian Fashion Week in 2001. The label subsequently expanded its international fashion-show presence. Collections were presented at London Fashion Week from 2002, and the brand showed at New York Fashion Week for eight consecutive seasons beginning in 2003. It withdrew from New York Fashion Week in 2009 following the birth of Clarke's third child, while continuing to show in London. A major early publicity breakthrough came through an encounter involving Sarah Jessica Parker in Manhattan in 2002. Clarke was wearing a self-designed denim jacket while Parker was filming Sex and the City. The garment reached Parker through a member of the production's security team, prompting an invitation for the founders to present their designs. Parker later commissioned one-off pieces for the television series. The exposure helped Sass & Bide gain recognition beyond Australia and contributed to its international celebrity profile. The label's clothing was subsequently associated with public figures including Madonna, Rihanna, Kate Moss, Beyoncé, Paris Hilton, Nicole Richie and Mila Kunis. The ownership structure changed as the company expanded. In 2003, Clarke and Middleton sold a 50 percent stake to Daniel Besen and David Briskin, former owners of the Mimco accessories chain. Briskin became chief executive, while the founders retained design control. Myer, an Australian department-store group, acquired a 65 percent interest in Sass & Bide in early 2011 for A$42.25 million. In October 2013, Myer bought the remaining 35 percent for A$30 million, making the department-store group the sole owner. Clarke and Middleton remained involved in executive and advisory capacities until June 2014, when they left the business. The label has operated within the contemporary and designer women's-fashion market, with an identity built around denim, strong silhouettes, decorative embellishment, statement occasionwear and a distinctive Australian fashion perspective. Its distribution has included standalone boutiques, department-store concessions and digital retail. In September 2024, Myer announced plans to close 10 of Sass & Bide's 14 stores while increasing the brand's concession presence. In January 2026, Myer announced the planned closure of the remaining three Sass & Bide boutiques and 14 concessions during that month, followed by the closure of the brand's website at the end of February. Myer stated that it intended to revitalise and relaunch Sass & Bide later in 2026. Accordingly, the label remains an owned brand with a planned retail reset rather than a confirmed permanent discontinuation.
History
Sass & Bide was founded in 1999 by Sarah-Jane Clarke and Heidi Middleton. The two founders had met in high school in Brisbane in 1992, but reunited several years later after developing separate careers. Clarke had studied accounting, while Middleton studied at the Queensland College of Art and Griffith University and worked as an art director. In the late 1990s they travelled to London, where they began selling customised jeans from a stall at Portobello Road Market. Their method involved altering and restyling jeans bought from retail outlets, reflecting their interest in vintage clothing, market culture and individualised fashion. The founders returned to Australia in 1999 and established the business in Sydney. Sass & Bide developed a following among fashion-conscious customers and progressed from market trading to runway presentation. Its first seasonal collection was shown at Mercedes Australian Fashion Week in 2001. The label then pursued an international fashion-show strategy, presenting collections at London Fashion Week from 2002 and at New York Fashion Week for eight consecutive seasons beginning in 2003. The New York presentations ended in 2009, when the brand withdrew following the birth of Clarke's third child; the label continued to show in London. The brand received important international attention in 2002 after a denim jacket worn by Clarke reached Sarah Jessica Parker while Parker was filming Sex and the City in Manhattan. Clarke and Middleton were invited to show Parker their work, and Parker later commissioned individual pieces for the program. This connection helped increase the label's visibility in international markets. Sass & Bide later developed a celebrity-worn profile, with garments associated with figures including Madonna, Rihanna, Kate Moss, Beyoncé, Paris Hilton, Nicole Richie and Mila Kunis. In 2003, the founders sold half of the business to Daniel Besen and David Briskin, who had previously owned the Mimco accessories chain. Briskin became chief executive, while Clarke and Middleton maintained design control. Myer acquired a 65 percent stake in early 2011 for A$42.25 million. In October 2013, Myer acquired the remaining 35 percent for A$30 million, completing its purchase of the label. Clarke and Middleton continued in executive and advisory roles until June 2014, after which they left Sass & Bide. Under Myer ownership, Sass & Bide remained a women's fashion brand distributed through a mixture of boutiques, department-store concessions and online channels. Its design identity continued to centre on denim, embellishment, statement silhouettes, dresses, tailoring and other seasonal ready-to-wear. In September 2024, Myer announced a reduction in the label's standalone retail footprint, proposing to close 10 of 14 stores and increase the use of concession locations. In January 2026, Myer announced further closures involving all three remaining boutiques and 14 concessions, as well as the planned closure of the Sass & Bide website at the end of February. Myer said the brand would be revitalised and relaunched later in 2026. The available record therefore describes a period of restructuring and planned repositioning rather than a confirmed final end to the brand.
- 2026
Further closures and planned relaunch
[1]Myer announced the planned closure of the remaining boutiques, concessions and website, with a brand relaunch planned later in the year.
- 2024
Retail network is reduced
[1]Myer announced plans to close 10 of 14 Sass & Bide stores and expand concession distribution.
- 2014
Founders depart
[1]Clarke and Middleton left the brand after ending their executive and advisory roles.
- 2013
Myer acquires the remaining stake
[1]Myer purchased the remaining 35 percent for A$30 million and became the sole owner.
- 2011
Myer becomes majority owner
[1]Myer acquired 65 percent of Sass & Bide for A$42.25 million.
- 2009
New York Fashion Week presentations end
[1]The label withdrew from New York Fashion Week after eight consecutive seasons and continued presenting in London.
- 2003
New York Fashion Week presentations begin
[1]The label began an eight-season run of presentations at New York Fashion Week.
- 2003
Half of the business is sold
[1]Daniel Besen and David Briskin acquired a 50 percent stake, with Briskin becoming chief executive and the founders retaining design control.
- 2002
International profile rises through Sex and the City connection
[1]A denim jacket worn by Sarah-Jane Clarke led to a meeting with Sarah Jessica Parker and subsequent one-off commissions for Sex and the City.
- 2002
London Fashion Week presentations begin
[1]Sass & Bide began presenting collections at London Fashion Week.
Products and positioning
Australian designer womenswear with a strong emphasis on denim, vintage-inspired styling, embellishment, distinctive silhouettes and statement occasion dressing.
Denim · 1999
Customised denim
Customised jeans were the label's original commercial proposition. Clarke and Middleton began by altering commercially purchased denim and selling the resulting pieces at Portobello Road Market. Denim remained an important part of Sass & Bide's identity as the brand expanded into seasonal designer collections.
Women's apparel · 2001
Women's ready-to-wear
Sass & Bide's broader ready-to-wear offer developed from its early denim work into seasonal women's collections. The range has included dresses, tops, tailoring, knitwear, outerwear and other fashion garments shaped by the label's emphasis on strong silhouettes and distinctive styling.
Occasionwear
Embellished statementwear
Embellishment and visually assertive detailing became recurring elements of the brand's designer positioning. Statement garments and occasionwear extended Sass & Bide beyond its denim origins and supported its association with celebrity dressing and runway-led fashion.
Fashion accessories
Accessories
Accessories have been part of the wider Sass & Bide fashion assortment, complementing the label's apparel collections and complete-look retail presentation. Specific product lines and current availability are not established in the supplied sources.
Marketing campaigns
- 2002Sex and the City exposure
United States · International
A denim jacket designed and worn by Sarah-Jane Clarke came to the attention of Sarah Jessica Parker during filming in Manhattan. Parker subsequently invited the founders to present their designs and commissioned one-off pieces for Sex and the City.
Outcome. The television connection increased Sass & Bide's international visibility and helped accelerate recognition of the label outside Australia.
Brand decisions
2026
Close current retail network and prepare a relaunchStrategyBackground
Myer announced a further reset of the Sass & Bide business after the earlier store-reduction plan.
Action taken
Myer announced the closure of all three remaining boutiques and 14 concessions in January, followed by closure of the Sass & Bide website at the end of February.
Aftermath
Myer said it intended to revitalise and relaunch the brand later in 2026. The outcome of that planned relaunch is not established in the supplied material.
2024
Reduce standalone stores and expand concessionsStrategyBackground
Myer announced a change to Sass & Bide's retail footprint amid a broader effort to adjust the brand's distribution model.
Action taken
Myer planned to close 10 of the label's 14 stores and increase its concession presence.
Aftermath
The announced plan shifted Sass & Bide away from a primarily standalone-store network toward greater department-store distribution.
2014
Founders leave the brandOtherBackground
Following Myer's acquisition of full ownership, the founders' continuing executive and advisory involvement came to an end.
Action taken
Sarah-Jane Clarke and Heidi Middleton left Sass & Bide in June 2014.
Aftermath
The label continued under Myer ownership without its original founders in executive or advisory roles.
2013
Myer buys the remaining stakeM&ABackground
After becoming majority owner, Myer moved to consolidate full control of Sass & Bide.
Action taken
Myer acquired the remaining 35 percent of the business for A$30 million.
Aftermath
Sass & Bide became wholly owned by Myer. The founders remained involved until their departure in 2014.
Purchase price for remaining 35 percent stake. A$30 million (October 2013)
2011
Myer acquires a majority stakeM&ABackground
Myer pursued ownership of the Australian designer label as part of its fashion-brand portfolio.
Action taken
Myer acquired 65 percent of Sass & Bide for A$42.25 million.
Aftermath
Myer became the majority owner while the founders continued to be associated with the brand.
Purchase price for 65 percent stake. A$42.25 million (2011)
2003
Sell 50 percent of Sass & BideM&ABackground
The founders sought additional ownership and operating support as the fashion label expanded beyond its early market and runway activities.
Action taken
Sarah-Jane Clarke and Heidi Middleton sold half of the business to Daniel Besen and David Briskin, while retaining design control.
Aftermath
David Briskin became chief executive and the label continued its international fashion-show expansion.
Recent events
- 2026
Myer announces broader Sass & Bide retail closures and planned relaunch[1]
Other
Myer announced the planned closure of all three Sass & Bide boutiques and 14 concessions in January, closure of the brand website at the end of February, and a planned relaunch later in the year.
- 2024
Myer announces Sass & Bide store closures and concession expansion[1]
Other
Myer announced plans to close 10 of Sass & Bide's 14 stores and expand the label's presence through concessions.
- 2014
Sass & Bide founders leave the business[1]
Leadership change
Sarah-Jane Clarke and Heidi Middleton ended their executive and advisory involvement with Sass & Bide and left the brand.
- 2013
Myer completes acquisition of Sass & Bide[1]
M&A
Myer purchased the remaining 35 percent of Sass & Bide for A$30 million and took full ownership of the label.
- 2011
Myer acquires a majority stake in Sass & Bide[1]
M&A
Myer acquired 65 percent of Sass & Bide for A$42.25 million, becoming the label's majority owner.
Sources1 sources
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