Our Story

the first online age-inclusive independent fashion boutique

"The old, ageist and restrictive rules about style for women as they get older simply  don't apply anymore.  Style doesn't fade, it evolves, and every woman deserves to feel as fabulous as they are today."
the-Bias-Cut was founded in 2016 by Jacynth Bassett after growing saddened & frustrated at seeing women, like her mum, being treated as invisible or irrelevant by the fashion industry as they aged.   It became her mission to cut through and end ageism in fashion by creating a shopping destination that challenged the industry's ageist ideals & proudly celebrated women of all ages.   Today Jacynth is recognised as a leading "Ageism-Fighting Trailblazer", pioneering age inclusivity and ending ageism in fashion.