Sarah-Jane Clarke - travels in high fashion

It was 1999 when two Queensland girls launched a small jeans label in Sydney. Fifteen years later, the pair have left an indelibly Australian imprint on the international luxury fashion industry (and reinvented the average jean zip-length in the process). sass & bide co-founder Sarah-Jane Clarke talks to Georgia Rickard about one very Australian journey

Let us, for a moment, take stock of Australia’s fairly impressive reputation for success. We make great wine. We can act. We can even manage to win the odd Olympic gold… in winter. For a population of our size, some ridiculously miniscule fraction of the world’s many billions, it would not be unfair to say that Australians know how to punch above their weight.

But when it comes to fashion, we’ve always… lagged a little bit. Major disadvantages like the more-than-20-hours’-flight-time to the globe’s major fashion capitals; the diametrically opposed seasons; our sheer physical distance from the well-oiled machine of red carpet endorsements are against us, admittedly, but similar challenges have existed in other industries, haven’t they?

Until a couple of decades ago it was, perhaps, the obvious conclusion to draw that maybe most Australians just weren’t that interested. Let’s be frank (after all, that is a very Australian thing to be): the art of fashion might be just that – a wonderful, expressive form of art – but the hangers on, the associated pretensions… those aspects of the industry have long been at odds with the straight-forward, no-bull candour so highly prized by our antipodean culture.

I am sitting in Sarah-Jane Clarke’s suite, all-important champagne in hand (it’s been a long day), when I put this contrast to her. Outside, descending in a series of pink and yellow exclamation points, the setting sun marks the end of our second day shooting the Australian Traveller cover; in hair greasy with product and a face shining with moisturiser, Clarke looks as tired as I feel (though, truth be told, she is still far too attractive to really wear that label).

In the room next door, her three boys are unusually quiet, absorbed in the dual allure of room service and television; the suite is sprinkled with clothes (hers) and toys (theirs). For someone so often upheld as a global fashion influencer (Celebrity! Millionaire! Fashion icon!), it is a nice, normal scene. Then again, Sarah-Jane Clarke is – happily, refreshingly, surprisingly – just that. Normal.

Just a Queensland girl at heart

The easy conclusion to draw from that observation, though, is an obvious one: Clarke’s upbringing was as far removed from the sophisticated aggression of the world’s fashion capitals as you can get. Growing up in ’70s Queensland, she spent “a lot of time" at North Stradbroke, South Stradbroke, Fraser Island and Moreton Island. “We used to go camping at Fraser for three-week stints," she recalls.

“Mum and Dad would set us up over there and Dad would go back to work, so Mum would have us three kids and we would live very simply. Camping, cooking, burying eskies under the sand to keep them cold, bush pigs, dingoes… I mean, we really had it all." She pauses. “I think that’s probably where my soul feels most at peace, actually. Where the bush and the sea meet. I love that landscape."

The fact that she chose a childhood friend and fellow Queenslander, Heidi Middleton, as her business partner probably didn’t hurt either.

“We’ve never been fashion followers," Clarke admits. “I think that might have been the key to our success, actually. sass & bide’s whole philosophy on life has always been very Australian – the fact that we love what we do, but we don’t take ourselves too seriously. Australians know who they are and what they want to be, so they can be very motivated individuals, but they also have a great sense of humour, and I think we have the balance of what matters in life."

The label’s story – a classic tale of rags-to-riches (“not at all, it was bloody hard work," Clarke counters) – is a well-known one. After enjoying success selling customised jeans at London’s Portobello Markets during a gap year, the pair moved to Sydney in 1999, with plans of starting a local label. They began by sourcing the lowest zip they could find – a mere two-inches long; so scandalously low that manufacturers said, doubtfully, that attaching it to jeans wasn’t a particularly good idea – and began what Clarke calls the “two-woman show", working “8am till 9pm, seven days a week" without any staff for the next two years.

The travelling roadshow

It was worth it. The jeans sold like hotcakes. Still, the pair had bigger plans. In a move that Clarke calls “beautifully naïve", she and Middleton packed bags filled with designs from their fledgling label and went on a “travelling roadshow," traipsing the streets of New York City with their suitcases trailing behind them.

“Most designers would be in their car, or at their sales agents, but we…" She laughs, lost in the memory. “We were determined to personally meet every editor and buyer we could."

Then came the instant that changed everything – one of those Crocodile Dundee-type moments that script writers fall all over themselves for.

“I didn’t watch Sex and the City, so I wasn’t really in tune as to who Sarah Jessica Parker was," says Clarke, “but Heidi did. We were walking back from a sales appointment at Barneys with our suitcase full of things, and there she was, filming in the streets…"

They decided they needed to give her something: the jacket Clarke was wearing.

“So we went over to the security guard and said, ‘We are designers from Australia…’"

Parker went on to wear a full ensemble on her show. Suddenly, sass & bide was the Next Big Thing. It would be easy to imagine that, once elevated to a playing field Australians don’t often get tickets to, that one might – shall we say – start to get tickets on oneself.

“Well, yes, I hear that all the time," she responds, “but to be honest, I have never…" She pauses. “There are probably some less desirable people in the industry," she concedes.

“But I think it depends on who you surround yourself with. I’m surrounded by very real people, especially my partner Daniel and my parents, and even though they are very proud of my achievements, they’ve always ensured I check in with my spiritual side. And our philosophy has always been to work with like-minded people. There are some really beautiful souls out there, who are really just in it for the passion of what they do, and who don’t get too involved in all the extra hype."

Is that what she’s done – avoided ‘the extra hype’? What about the two-million-odd images of her floating around in cyberspace, looking glamorous at all those fashion, darling-type parties?

The cure for egomania

She smiles. “We’ve always tried to balance ourselves one foot in, one foot out," she concedes. “But the Australian way doesn’t lend itself to inflated heads and egomaniacs. Plus" – she gestures at the toys on the floor – “having children doesn’t give you much time to get carried away in your success!"

There has, by the way, been some serious success – more so than the average Australian might appreciate. A decade’s worth of invitations to (and consequently, hugely successful showings at) the fashion weeks of both London and New York. The requisite celebrity endorsements (Kate Moss, Beyonce; even Madonna – a big deal whether you care particularly for celebrity, or not).

There have been numerous and repeated appearances in all those apparently important lists, like the BRW’s annual Young Rich List. Perhaps most outstandingly, though, is their commercial success – arguably the greatest level achieved by an Australian label of their ilk, and one that has culminated – despite a local landscape of peers’ companies’ collapses – in their latest, most controversial move of all.

It was 2011 when Clarke and Middleton first decided to sell off shares of the company (Myer purchased a 65 per cent stake for $42.25 million). Then, two weeks before this edition went to print, the pair announced publicly that they were parting ways with the brand entirely.

No doubt it was a choice that took some time to make. “Being involved in sass & bide was like being on a ferris wheel," agrees Clarke. “Exciting and colourful… but endlessly rotating.

“Now that I’m off the ride, for the next six months I’m going to be selfish, take some time to breathe and just concentrate on my health and wellbeing. I want to enjoy my boys, finish those jobs on the bottom of the to-do list – those ones that never get done – and just appreciate the beauty that surrounds me."

The fairytale ending

It’s hard to resist finishing this article with the usual fairytale-style conclusion: girl from the bush ends up conquering, then gracefully departing a global industry, and riding off happily into the sunset. In a sense, though, that’s a little how things seem to be.

“We live in this unique place where dreams can be achieved, in a culture that’s open-minded and exploratory," she says, by way of answer. “Our landscapes have so much to offer as well, particularly for young minds." She gestures in the direction of her boys, still quiet in the room next door. “Right now, we have a real hunger to explore more of Australia."

She reels off her bucket list: Tasmania’s Overland Track; Kangaroo Island, exploring the Kimberley and Northern Territory; more time on Lord Howe Island, where she celebrated her 30th birthday, escaping to the Cocos (Keeling) Islands…

“We’re free to shape our future," she finishes, and though I’m not sure whether she’s talking about her family, or her country, it doesn’t really matter. If there’s anything the sass & bide story tells us, it’s that her statement applies to both.

The Great Ocean Road has captured the hearts of Australians with its astounding scenery since 1932, but going off-course can enrich your experience with untouched nature, foodie delights and charming towns.

It’s a chilly 16 degrees. My husband pulls on a steamer and jogs – as all seasoned surfers do – into the water. We’re at Bells Beach , the legendary break on Victoria’s Surf Coast that’s home to the Rip Curl Pro, the world’s longest-running event in competitive surfing. Each year, over the Easter long weekend, up to 40,000 people descend on the region for the event. Today, though, we have the beach almost to ourselves, and the less-than-favourable temperature doesn’t deter my husband from surfing this famous break.

Torquay to Anglesea and Aireys Inlet

The red dome of Split Point Lighthouse in Aireys Inlet. (Image: Tourism Australia)

The nearby surf town of Torquay marks the starting point for the Great Ocean Road . Unfolding our map, which we have marked out with a highlighted route for our children to follow, we set off for lesser-known Anglesea, a chilled-out town 20 minutes south of here. Its wide, sandy beach is a gentler swimming option for our young family. Groms can learn to surf here with Go Ride a Wave, which also runs stand-up paddle boarding on the Anglesea River.

Split point lookout — The lighthouse overlooks the Shipwreck Coast. (Image: Tourism Australia)

After a couple of nights in Anglesea, we hit the road again, first stopping at Aireys Inlet. Here we stretch our legs at Split Point Lighthouse, which was made famous by the 1990s television series Round the Twist, before driving under the Memorial Arch that welcomes us, officially, to the Great Ocean Road.

This 243-kilometre coastal road was built by returned First World War servicemen and serves as a permanent memorial to those who fought and died during the war. Carved into rock using hand tools and horse-drawn carts, it was a huge engineering feat and provided much-needed access to isolated coastal communities.

Lorne to Birregurra

Lorne is a delightful beachside stop for lunch and browsing boutique stores. It’s also the gateway to Great Otway National Park , which comprises a varied landscape of old-growth forests, cool-temperate rainforests, heathy woodlands and rugged coast. With the highest rainfall in Victoria, the region is home to many waterfalls – 10 of which are within 10 kilometres of Lorne.

Turning slightly off the main drag, we wind along a gum-shaded road to Erskine Falls. Here, our son leads the way through the hyper-green rainforest and down 200-plus stairs to the cascade that drops 30 metres into a lush fern gully. We hop over large boulders to get closer to the falls, enjoying the entire place to ourselves; it’s worth the return climb.

From Sheoak Falls Picnic Area, there are walking trails to Henderson Falls, Phantom Falls, Won Wondah Falls and Kalimna Falls, some of which follow an old timber tramway from forest-logging days, which only came to an end in 2008.

You can follow your appetite north to the town of Birregurra, which is part of the Otway Harvest Trail that connects farm gates, markets, wineries, breweries and distilleries. It’s home to three-hatted modern Australian restaurant Brae , helmed by celebrated chef Dan Hunter, set among native gardens and an organic farm, and Otways Distillery, which produces small-batch spirits using local produce and botanicals.

Brae restaurant — Brae is a three-hatted restaurant in Birregurra. (Image: Tourism Australia)

Apollo Bay to The Otways

Back on track, the cliff-hugging stretch between Lorne and Apollo Bay is breathtaking. At Teddys Lookout, we overlook the winding road ahead and St George River spilling into the ocean. We spend languid days in Apollo Bay, a buzzy seaside town that boasts a three-kilometre-long, crescent-shaped beach with a backdrop of rolling green hills. One evening, as the sun sets, we take the steep 10-minute walk to Marriners Lookout, which affords panoramic views of the ocean, hinterland and town.

A 15-minute drive along the road, Maits Rest is a lush rainforest gully that has been protected since the early 20th century. Wandering along the 800-metre boardwalk, we inspect the delicate moss-covered forest floor and the gnarled roots of 300-year-old myrtle beech trees, then crane our necks to see their canopies, some 50 metres above us. It’s therapy in nature.

Cape Otway to the Twelve Apostles

The southernmost tip of Cape Otway is a delightful detour, home to the 1848-built Cape Otway Lightstation, the oldest surviving lighthouse on mainland Australia. We climb the narrow winding staircase to the gallery deck, explore the keepers’ quarters and telegraph station, and enjoy a coffee and some ‘famous’ scones at the charming onsite cafe.

It’s a pinch-me moment to finally see the Twelve Apostles in person. This unmistakable cluster of limestone stacks rising abruptly from the sea were never 12, however. When coined this in the 1890s as a marketing ploy, there were only nine; today, only seven remain after two collapsed in 2005 and 2009. We admire these Aussie icons from the viewing platform, in awe of Mother Nature’s ever-evolving artwork.

The Grotto is another natural attraction within Port Campbell National Park. (Image: Carmen Zammit)

Edging the wild Southern Ocean, this part of the coast – dubbed Shipwreck Coast – is made up of many sea-carved natural wonders including London Bridge, The Grotto and Gibson Steps. After exploring the lookout trails of Loch Ard Gorge/Poombeeyt Kontapool – its English name taken from the site of the 1878 shipwreck – we nestle into the sandy beach encircled by towering sandstone cliffs, as our children splash about on the water’s edge, and soak it all in.

Port Campbell to Timboon

Timboon Fine Ice Cream is part of a regional foodie trail. (Image: C McConville)

Just north of Port Campbell National Park, the region of Timboon is part of the 12 Apostles Food Artisans Trail, filled with purveyors of delicious foodstuffs such as Timboon Fine Ice Cream , Timboon Railway Shed Distillery and Apostle Whey Cheese. As an antidote to the indulgence, the 20-kilometre Poorpa Yanyeen Meerreeng Trail is a self-guided ride or walk between Port Campbell and Timboon through tall forests, over historic bridges and past sparkling lakes and farmland with grazing cattle.

Warrnambool to Port Fairy

Warrnambool building — A 19th-century building in Warrnambool. (Image: Peter Foster)

In Warrnambool, a town rich in maritime history, we take the four-kilometre Thunder Point Walk that traces the coast. The kids squeal when an echidna shuffles out from beneath the wooden boardwalk, and we stop to admire a seal lazing on a rock at the port.

Further along, the streets of quaint fishing village Port Fairy are lined with 19th-century cottages, old stone churches and Norfolk pines. Follow the historic walking trail to see some of the 60-plus National Trust buildings. Port Fairy is also home to Port Fairy Folk Festival (6-9 March), one of the country’s longest-running music and cultural festivals. You could time your road trip with the event for a fittingly celebratory end to any journey.

The Great Ocean Road can easily be done in three days, but we’ve spent a week on the road. The highlighted line on our now creased and well-worn map doesn’t follow the famous route precisely. It has sprouted branches in many directions, leading us to untouched rainforest and charming rural towns filled with culinary delights, and where we experienced some of our most memorable moments on the Great Ocean Road.

A traveller’s checklist

Staying there

The Monty is a highly anticipated, newly refurbished motel with a chic Palm Springs-inspired aesthetic set across the road from the Anglesea River. Basalt Winery in Port Fairy grows cool-climate wines such as pinot noir and Riesling in rich volcanic soil. Stay among the vines in its tiny home, complete with a kitchen, lounge area and outdoor firepit.

The Oak & Anchor Hotel has been a Port Fairy institution since 1857. Cosy up by the bar in winter or bask in the sunshine of the Lawn Bar in summer. The rooms are beautifully boutique with considered details, such as luxe baths for sinking into post-road trip.

Eating there

The Coast in Anglesea is a modern Australian restaurant focused on local ingredients. Grand Pacific Hotel has been a local landmark in Lorne since 1879 and recently underwent a restoration. It serves a mix of traditional pub and Italian fare alongside ocean views.

Graze is a cosy 40-seat dining room in Apollo Bay with a modern Australian menu complemented by regional wines. Apollo Bay Distillery offers tasting flights, a gin blending masterclass and serves woodfired pizzas.

Sarah-Jane Clarke – travels in high fashion