Sarah-Jane Clarke (aka Sass) and Heidi Middleton (aka Bide) first met in 1992, though it was not until 1997 that they started to produce clothing in a part-time venture.
Selling from a London market stall, the pair set out to design the type of clothes they wanted to wear - 'great fitting and super sexy' - and an unusually strong word-of-mouth sparked a demand for their jeans.
Success followed from showings at the Mercedes Australian Fashion Week and led to their first international show during London Fashion Week in 2002, where the London public also praised the brand. Sass & Bide went on to be the first Australian duo to be invited to show on schedule at New York Fashion Week.
Now an icon of Australian culture, the label continues to expand its clothing worldwide. | 
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