BIAS CUT

The Bias Cut is an e-commerce platform that celebrates and champions women of all ages with a view to ensuring they feel represented and empowered. A destination and a community for women to discover clothes they truly love to wear, allowing them to look and feel confident within their expression of their own personal style.  

Unapologetically challenging ageism, the platform is led by founder Jacynth Bassett who launched The Bias Cut after growing frustrated at seeing women like her mother being increasingly treated as invisible or irrelevant by the fashion industry, largely due to their age. 

The platforms ‘Ageism Is Never In Style’ campaign launched in 2016 continues to grow momentum; its mission is simple: to expose, disrupt and change ageist language, unconscious biases and the terminology of everyday life. 

The current collection stocks a range of the best independent designers, uniquely chosen by The Bias Cut team. Brands include Fabienne Chapot, Jakke, Laines London, Reiko, Scotch & Soda and Superga to name a few.