A Fashion Farewell or a Bold Reboot? Iconic Aussie Brand Sass & Bide Shuts Down—But Promises a Comeback
In a move that’s left fashion enthusiasts reeling, beloved Australian designer label Sass & Bide has announced it will close all its physical and online stores within weeks. But here’s where it gets intriguing: the brand insists this isn’t a goodbye—it’s a 'see you soon'. Owned by Myer, the label is hitting pause to reinvent itself, leaving fans both nostalgic and curious about what’s next.
According to a statement on their website, Sass & Bide’s brick-and-mortar stores and Myer concessions will shut down by the end of January 2026, with the online store following suit in February. During this hiatus, the brand promises to 're-imagine' its identity. 'The direction may be new,' the statement reads, 'but our free-spirited, distinctly Australian attitude remains at our core—and that will never change.'
And this is the part most people miss: Sass & Bide has always been a rule-breaker. From its founding by Sarah-Jane Clarke and Heidi Middleton in 1999 to its rise as a staple in Australian women’s fashion, the brand has never shied away from bold moves. Even its acquisition by Myer in 2011, after outbidding David Jones for a 65% stake, was a game-changer. Myer later bought the remaining 35%, and Clarke and Middleton stepped away in 2014.
For now, customers can still shop with gift cards until the brand stops trading. Full-price items can be refunded within 14 days, but sale items are non-returnable unless faulty. As for the relaunch? The brand’s management is keeping tight-lipped on the timeline, urging fans to stay tuned to their social media for updates.
But here’s the controversial question: Is this closure a strategic rebrand or a sign of deeper struggles in the fashion industry? With fast fashion dominating and consumer habits shifting, can a cult brand like Sass & Bide truly reinvent itself? Let us know your thoughts in the comments—do you think this reboot will work, or is this the end of an era? One thing’s for sure: Sass & Bide’s next chapter is one to watch.
