Heidi Middleton and Sarah-Jane Clarke, the founders of Australian label Sass & Bide, will officially leave the label after 15 years at the helm.

The duo told The Australian it was always their intention to build the brand up for sale and that they wanted to leave the company on a high.

“We feel like the business is in extremely good health, we’ve had an amazing run especially in the last five to seven years, (business) has been incredibly strong and there’s a great team in there that we believe can take the business forward,” Middleton said.

Clarke and Middleton have been transitioning out of the company since department store Myer bought a $42.5 million stake in the brand in 2011.

The label began in the late 1990s as a customisable denim brand sold at London’s Portobello Road Market, and shot to fame after being worn by Sarah Jessica Parker in an episode of Sex And The City.