Sunday, 29 July 2012
self-confessed non-paternal sisters Sarah-Jane “Sass” Clarke and Heidi “Bide” Middleton have enjoyed the heightening success of their label Sass&Bide.
Launched in 1999, their brand hit the Australian fashion runways to tremendous acclaim, as they exhibited new blood in the cult fashion marketplace.
Ruling the noughties in Australian fashion circles, as well as establishing celebrity status overseas at consecutive New York Fashion Weeks, Sass&Bide has become a coveted fashion empire.
The label today boasts three separate ranges including, Sass& Bide, Sass& Bide Denim, and S&B Vie.
The two Australian girls met under humble circumstances, in their local Anglican high school where they became fast friends. The besties, who have never had any formal fashion training, moved to London to pursue their dreams.
Setting up a stall in London’s iconic marketplace Portobello Road Notting Hill, the girls sold their raw creations including altered chain-store jeans.
Confident from their sell out three quarter fringed denim, Middleton and Clarke started their own label. True to their bonds of friendship and matching star tattoos, the concept for the label name found its origins in their childhood nicknames Sass and Bide. As Heidi confesses, “I could never imagine Heidi out of my life!”