[2] The label is known for being worn by actress Sarah Jessica Parker and, in more recent times, Madonna, Rihanna, Kate Moss, Beyoncé, Nicole Richie and Mila Kunis.

[3] Sarah-Jane Clarke (sass) and Heidi Middleton (bide) first met in 1992, whilst in secondary school in Brisbane, Queensland.

[5] The label was founded in the late 1990s by Clarke and Middleton when they commenced selling customized jeans in a stall on London's Portobello Road Market.

[4][6] Motivated by a love of vintage clothing and markets, Clarke and Middleton claim that they commenced modifying jeans purchased from retail outlets, and cutting to meet their own tastes in fashion.

[5] After their initial success in the markets, Clarke and Middleton returned to Australia in 1999, based in Sydney, they developed an underground following that led to their first seasonal collection at Mercedes Australian Fashion Week in 2001.