Sass & Bide is an Australian fashion label, internationally acclaimed and recognized for its quirkiness and over the top styling. It was founded by Sarah-Jane Clarke and Heidi Middleton in 1999. The label launched with innovative and unique denim designs. Within two years, the collection expanded into seasonal ready-to-wear. Evolving from an underground phenomenon in Australia, the label rapidly gained distribution in the United States, Europe, Asia and the Middle East. Today, the collection offers two distinct ranges, sass & bide and s&b vie. They also have a recent spring/summer collection “cassie love”.

Sarah-Jane Clarke (a.k.a. Sass) and Heidi Middleton (a.k.a. Bide) first met in 1992, at their school, St Aidan’s Anglican Girls School. They became best friends after dating two boys who were also best friends at the time. Eventually, they split from their boyfriends and travelled to London, best friends. Here, at the London Portebello Markets, they began by altering a single pair of jeans and selling it at their own stall. When the jeans sold out, they returned to Australia to start the label sass & bide together. The duo started the sass & bide label in 1999, following a stint in London. The name “sass & bide” was born by combining both of their nicknames.

In February of 2002 sass & bide had their first international show during London’s Fashion Week where the collection “Thumbelina” was launched. sass & bide went on to be the first Australian designers to be invited to show on schedule at New York Fashion Week where they have shown for 8 consecutive seasons.

By July of 2003 the label was stocked nationwide in David Jones in Australia, Bloomingdale’s in the United States, Harrods, Selfridges and Harvey Nichols in the United Kingdom. The label launched their diffusion SS08 collection, ‘S&B VIE by sass & bide’ in 2008 at Rosemount Australian Fashion Week and have just returned from the SS10 shows at London Fashion Week where they showed their ‘FUTUREGRAND’ collection. The show was their first in London in seven years. sass & bide currently have nine concept stores: three in Sydney, four in Melbourne, one in Adelaide, and one in Brisbane with talk of a London store to open in 2010.