ABOUT US
WHERE WE CAME FROM
SNIDE was born in Newcastle, not Milan, not Paris, and definitely not London. What started as a university project quickly became a rejection of everything fashion told us we had to become. We didn’t want to move south, soften the edges, or pretend. SNIDE is the outcome of staying put and digging deeper into where we’re from. the grime, the vices, the sex and building a luxury brand out of it.
The name? “Snide” is Geordie slang for fake, a wink to the decades of counterfeit designer gear that’s circulated through the North, not out of trend, but out of necessity. In an industry obsessed with exclusivity and elitism, we’d rather embrace the knock-off than posture. SNIDE doesn’t mock that, we honour it.
Our mission is simple: design clothes for the outcasts, the people of the night, the ones who live in alleyways more than runways. Gothic silhouettes, hand-distressed finishes, and taboo-heavy storytelling are at the core of what we do. We reject the polish, the sterilised marketing, the safe aesthetics. SNIDE is provocative because we live in provocation.
Every piece is crafted in small batches and hand-finished in Newcastle — a mark of control, care, and independence. There are no factories churning out thousands. You wear a SNIDE piece, and you know it’s been touched, wrecked, rebuilt. It’s yours.
SNIDE makes clothes for the desirable, the dirty, the dangerous.We don’t just sell garments. We build wardrobes for dark characters.
