Sass & Bide
| Company type | Private |
|---|---|
| Industry | Fashion |
| Founded | 1999 |
| Founder | Sarah-Jane Clarke, Heidi Middleton |
| Headquarters | Sydney , Australia |
| Products | Women's fashion |
| Owner | Myer Group (full ownership since 2013) |
Sass & Bide (presented as sass & bide) is a prominent Australian women's fashion label established in 1999. The brand has achieved global acclaim, with notable personalities including Sarah Jessica Parker, Madonna, Rihanna, Kate Moss, Beyoncé, Nicole Richie, and Mila Kunis frequently seen wearing its designs.
Origins
The partnership between Sarah-Jane Clarke (known as sass) and Heidi Middleton (referred to as bide) began in 1992 in Brisbane, Queensland. Clarke pursued studies in accounting, whereas Middleton attended the Queensland College of Art and Griffith University before working as an art director. They reconnected towards the late 1990s and relocated to London.
Their brand originated when the duo sold customized denim at London's Portobello Road Market. Fueled by an enthusiasm for vintage fashion, they transformed existing jeans to embody their creative vision, establishing the unique aesthetic that defines their label.
Expansion and runway presence
Following early success at market level, Clarke and Middleton returned to Sydney in 1999, cultivating a dedicated underground audience that paved the way for their debut seasonal collection at Mercedes Australian Fashion Week in 2001. They subsequently presented collections at London Fashion Week in 2002 and maintained a presence at New York Fashion Week from 2003 through eight consecutive seasons, concluding participation in 2009 due to Clarke’s family commitments. Since then, they have consistently showcased collections in London. Sass & Bide has maintained a prominent role within women's high-end fashion for nearly twenty years.
In 2002, while in Manhattan, Clarke’s personally designed denim jacket attracted the attention of Sarah Jessica Parker during the filming of Sex and the City. Parker commissioned exclusive pieces from Clarke and Middleton, which significantly elevated the brand’s international visibility and expansion.
Ownership transitions
In 2003, Clarke and Middleton sold half of Sass & Bide to Daniel Besen and David Briskin, former proprietors of the Mimco accessories brand; Briskin assumed the role of CEO. The original designers preserved control over creative direction.
By early 2011, Australian department store chain Myer acquired a 65% ownership stake for A$42.25 million. Myer completed full ownership by purchasing the remaining 35% for $30 million in October 2013. Clarke and Middleton remained involved in executive and advisory capacities until their exit in June 2014.
In September 2024, Myer announced plans to shutter 10 out of 14 Sass & Bide retail outlets to concentrate on its core department store business amid weakening sales performance.
Financial standing
Clarke and Middleton debuted on the BRW Young Rich List in 2006 with a combined estimated fortune of A$30 million. They appeared on this list annually until 2009, when their joint wealth was valued at approximately A$36 million. After missing the list in 2010, they reappeared in 2011 with an estimated net worth of A$26 million.