Sass & Bide

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  Women Sass & Bide Denim
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  Women Sass & Bide Dresses
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  Women Sass & Bide Jackets & Coats
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  Women Sass & Bide Jumpsuits
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  Women Sass & Bide Leggings
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  Women Sass & Bide Tops

Sarah-Jane Clark (left) and Heidi Middleton (right), founders and designers of Sass & Bide.

Sass & Bide is a premium label build on rock-solid friendship and raw talent. And nothing, not even the towering catwalks of couture fashion, could stop such an impetuous force marching on. The quirk style put forward by Sarah-Jane Clarke and Heidi Middleton – the designer duo of Sass & Bide – succeeds being irresistible each season. Its nonconformist denim designs brought the label instant fame, but now, along with new shapes and detailing in denim, Sass & Bide features a wide range of luxurious collections that are highly coveted and presented twice a year at the New York Fashion Week.

Sass & Bide is based in Sydney, Australia, and was founded in 1999 by two best friends with a mad passion for fashion, but no formal training or connections in the industry. Sarah-Jane Clarke (aka Sass) worked as an accountant when she met Heidi Middleton (aka Bide) who was a graphic artist. They bonded talking about boyfriends and fashion design. In fact, neither of the girls were satisfied with what had the market to offer in terms of denim. And that led them to start their own market stall at Portobello Markets at Notting Hill. Their first product on sale – customized jeans – was a complete hit, so Sarah-Jane and Heidi decided to start their own label in Sydney.

Heidi speaks with coolness about their courageous plunge into the fashion world: “Maybe we should have been concerned that we didn’t have formal fashion training but we actually did believe that we were going to build a global brand from the beginning. Without wanting to sound, you know, arrogant, I think it was just a belief in self and a feeling that we were running with something that felt right and I could visualize what we wanted to produce. And because that end picture was so clear and the design was so clear we got there by working with good pattern makers and having surrounding ourselves with good people.”

Sass & Bide on the catwalk at the New York Fashion Week.

Nevertheless, at the launch of Sass & Bide, Heidi and Sarah-Jane took a great risk by putting for sale a one of a kind denim design. Their own jeans maker said to their them about the high chances of losing everything: “Girls, it’s never going to work. I’ve been in the business for thirty-five years, I’ve never seen anything like it, it’s not going to work.” But it worked and the design, which now is known as their signature pair of stretch denim 2-inch zip hipster jeans, sold like crazy and brought them worldwide fame. In just two short years, Sass & Bide denim collection expanded into seasonal ready-to-wear apparel that was sold in chic boutiques all over Australia, Europe, Asia, the Middle East and United States. And, in February 2002, the label showcased for the first time during London’s Fashion Week. Moreover, Heidi and Sarah-Jane went on to be the first Australian designers to be invited to show on schedule at New York Fashion Week.

Now, Sass & Bide is recognized as a complex stitched label featuring a one of a kind witty design. The signature style of the label combines sport pieces with sexy, edgy fabrics in order to deliver a product that screams out creativity and energy. Many Red Carpet celebrities are devoted fans of Sass & Bide, including Kylie Minogue, Elle MacPherson, Sarah Jessica Parker and Kate Moss. With plans to open a new store in London in 2010, Sass & Bide is always growing and expanding and never waiting for things to just happen. So, if you’re a nonconformist yourself try some premium apparel over the web at DJPremium or other online stores.