Get ready for a major throwback, because a piece of your edgy, early-2000s heart is about to go on pause. Sass & Bide, the brand that practically defined indie sleaze, is hitting the reset button, temporarily closing its stores and website. But is this a death knell, or a strategic rebirth?
For those of you who spent your days rocking long singlets, skinny jeans, and fedoras while sipping vodka cranberries – yes, we're talking to you, elder millennials – this news might feel like a punch to the gut. The Myer-owned label announced its temporary hiatus with a post on social media, proclaiming that it’s “never too late to reinvent yourself.” The plan is to relaunch later this year with a strategy aimed at capturing that elusive new, younger market.
Founded in 1999 by Sarah-Jane Clarke and Heidi Middleton, Sass & Bide rose to fame faster than you could say "Myspace top 8." The Brisbane-born duo's distressed denim, embellished jackets, and those daringly-cut singlet-dresses that showed just the right amount of side-boob were everywhere. The brand quickly garnered international recognition and a celebrity following that included heavy hitters like Beyoncé, Rihanna, Paris Hilton, and Madonna. Myer acquired the business in two stages, in 2011 and 2013, for a cool $70 million. However, both designers departed in 2014, with Middleton launching Artclub and Clarke creating a jewelry line.
The upcoming pause means the closure of all Sass & Bide retail channels by the end of January: that includes three standalone boutiques, 14 concession stands, and their e-commerce platform. This move underscores a challenging period for Myer, which has seen its share price take a nosedive over the past year. And this is the part most people miss... the fashion industry is brutal, and even iconic brands aren't immune to market pressures.
Myer's strategy? To win over the hearts (and wallets) of younger shoppers. A company spokesperson stated that Sass & Bide’s reinvention will be relevant to a new generation, leveraging the brand's rich history. "It played an important role in the Australian fashion landscape, and we know it can do that again, given the affection and following Sass & Bide maintains," they said.
Using Sass & Bide to target Gen Z and younger millennials could be a stroke of genius. Back in the day, the brand was practically synonymous with the rock’n’roll vibe and underground parties that defined the Myspace and Tumblr eras. Their stovepipe jeans were a staple for festival regulars like Kate Moss and Alexa Chung, and Taylor Swift was spotted rocking their corsets. Try to imagine indie sleaze without Sass & Bide's iconic “Rats” leggings, drapey vests, and high-rise shorts – it's like trying to picture punk rock without Vivienne Westwood or pleated masterpieces without Issey Miyake. They were that influential!
But here's where it gets controversial... In recent years, Sass & Bide's collections seemed to have lost that rebellious spirit and youthful energy. Instead of edgy designs, we saw conservative blouses in pastel shades, tailored trousers with pleats, and, dare we say it, sensible twinsets. It was as if Sass & Bide was catering to a more mature, “grown-up” customer – perhaps a reformed club-goer. But sales figures suggest this strategy didn't quite work. The brand's artistic DNA seemed to have been diluted.
Middleton reflected on the early days in a 2023 email to Guardian Australia: “When Sarah Jane and I launched Sass & Bide, we were young, fearless and were being fuelled by our love affair with fashion and creating. The excitement and global reaction to what we were doing was intoxicating and at times I felt as though we were being swept along this wild ride rather than driving and guiding us along a strategic path.” This quote perfectly encapsulates the raw, untamed energy that made the brand so special in the first place.
Founded 26 years ago, starting with a stall on London’s Portobello Road where Clarke and Middleton sold embellished jeans, a relaunch driven by a young, visionary talent with a knack for design and a finger on the pulse of current trends just might be the ticket. Especially considering the current obsession with Y2K and raver aesthetics among teens and twenty-somethings. But only if artistry and originality are prioritized over mere product development and commercial strategies. The question is: can they recapture that original magic?
Here’s the big question for you: Do you think Sass & Bide can successfully reinvent itself and appeal to a new generation? Or is its legacy forever tied to the indie sleaze era? And more importantly, do you want them to change, or should they stay true to their original DNA? Share your thoughts in the comments below!
