An Anniversary Interview: Celebrating Craft, Celebrating Time

As Maze celebrates 40 years of independent fashion, we’re thrilled to mark the occasion alongside Sideline, which is celebrating its 10th anniversary. Over the past decade, Ellen Brookes has built Sideline into a label known for thoughtful design, natural fabrics, and timeless pieces. 

To celebrate these milestones - and an exclusive collaboration piece she’s created just for Maze - we caught up with Ellen to talk about her journey, her inspirations, and what the next chapter might hold.

From early challenges to defining moments, this conversation offers a glimpse into the heart of Sideline, the craft behind the pieces, and the creative spirit that keeps it moving forward.

Milestones

Maze: Ten years of Sideline - how does it feel to look back on that journey? Any moments that still make you smile?

Ellen: Wow! It’s been quite a journey. I started Sideline with a baby and a five-year old child, the older of my kids is now doing A-levels and looking at universities so that gives some perspective of how much has changed since I set up the label. So many moments make me smile but I think most of all it’s the times I have collaborated with others, whether that’s via a product collaboration, shoot or pop-up event.  I work on my own most of the time, so any human interaction brings me lots of joy.

Maze: Maze has been around for 40 years! If you imagine Sideline at the same milestone, what would you hope people remember about the brand?

Ellen: Congratulations on 40 years, that’s just so amazing! I would hope that at any milestone and any moment of reflection for Sideline people would remember it for a clothing brand that makes them feel good. I also hope people will still be wearing clothes from each collection. At 10 years I know people are still wearing the first collection which just makes me so happy - it’s what Sideline has always strived to achieve.

Collaboration

Maze: You’ve made something special just for Maze. Can you tell us the story behind it - what drew you to this piece?

Ellen: It was so nice to be asked to collaborate with Maze for your 40th anniversary. We worked together to create something that was very Sideline but also an item that we had not made before. We always do well for our patch-worked and colour blocked items, I think they feel very ’Sideline’ so we decided to make a top version of one of our all-time favourite dress designs. This style has so many lovely details - colour and fabric blocking, little covered buttons on the shoulder, gathers and a flattering v neck at the front and back but it’s also very easy to wear - to dress up or wear everyday with jeans. It's what we are all about really.

Maze: How did you strike a balance between celebrating Sideline’s signature style and Maze’s heritage?

Ellen: It was actually really easy as our brands feel naturally aligned. I came up with a few concepts and Maze jumped on this idea straight away. We are always careful to not create any waste, so we used the same fabrics we were making a couple of other styles in, this also helps it to tie in with the rest of the collection and sit well in store.

Maze: In your experience, what makes a collaboration really sing - for both brand and stockist?

Ellen: It can be different things but for a collaboration with a stockist with a physical it has a lot to do with how the garment is displayed in the shop, how we tell the story of the item and let customers know this is a special that only a few of have been made. I wish I was closer to Bristol to pop in and see it in person.

Creative Journey & Inspirations

Maze: Sideline has such a thoughtful, distinctive aesthetic. Where do you turn for inspiration these days?

Ellen: I think at this point, 10 years into the journey, I know my customers quite well, I have a very loyal customer base and try to make sure I give them what they know and trust from Sideline but at the same time keep evolving so we provide new and exciting things. My inspiration comes from so many places - art, antique textiles, the history of Sideline, my customers and their lifestyles, nature and my local surrounding. I am also very inspired by fabrics and this is where I always start the design process.

Maze: Over the past ten years, has your design approach shifted? Any lessons you’ve learned along the way?

Ellen: I’ve learnt to trust my gut and lean into intuition.

Maze: Outside of fashion, are there artists, makers, or movements that you keep coming back to for inspiration?

Ellen: I am very inspired by all sorts of art and creativity but some names that come to the top of my head are Anni Albers for her weaving; Georgia O’Keeffe for her work, personal style, and home which I was lucky enough to visit in New Mexico a few years ago;  Milton Avery for use of colour; and the architecture Le Corbusier. I really loved the recent Jenny Saville exhibition on at the National Portrait Gallery; this made me want to draw for fun again. I'm also inspired by my friends - Emma Carlow is one of the most creative people I know and her energy for creating is infectious. Denman Gould (my lovely friends Eleanor and Russ) who I have collaborated with many times over the years
constantly blow my mind with their beautiful work.

Challenges & Lessons

Maze: Can you remember a defining moment — a challenge or turning point — that shaped Sideline into what it is today?

Ellen: I think it was taking a leap of faith and going full-time with Sideline. As the name suggests I started the brand alongside other design and consultancy work. Juggling the two (or more) jobs and a family became unsustainable. I decided to drop any other work after Covid and have focused full time on Sideline since then. 

Maze: If you could whisper some advice to your 2015 self at the start of Sideline, what would it be?

Ellen: Don’t sweat the small stuff and don't freak out about things out of my control.

Global Perspective & The Future

Maze: Sideline has grown internationally - have you noticed any surprising differences in how people connect with your pieces in different places?

Ellen: I don't have many stockists internationally (thanks Brexit, thanks tariffs) but I do have a lovely international customer base who shop online. I have customers from the US, Australia, Canada, New Zealand etc who have shopped with Sideline since the beginning. I don’t notice very different consumer patterns, it’s just lovely to have the same loyalty overseas as we do here.

Maze: What’s next for Sideline? Are there new directions, ideas, or collaborations you’re excited about?

Ellen: Since we moved to our new studio, which is bigger and means we can have a showroom set up all the time, it’s been lovely to open for regular pop-up days and events and meet with customers in person. This is something I really want to build on. We have put on some beautiful, creative events and I love knowing that things are being created upstairs whilst I’m working in the showroom downstairs. 

Maze: What excites you most about the future of independent labels - and the possibilities for collaboration?

Ellen: It's definitely hard times for independent labels, there are so many obstacles to overcome all the time which didn’t exist 10 years ago, but I thrive on challenge, so I think in a way this makes me more determined and more creative. It also keeps me on my toes - I know the product needs to be very beautiful and unique, the quality and craftsmanship tip-top and I to keep moving and evolving. I think we will see this from other independents too and this will mean identity and individuality is key. I believe complacency will kill anything.

Talking with Ellen has been such a joy - her honesty, creativity, and love for what she does are exactly why we’re proud to champion Sideline. Our collaboration feels especially meaningful as we celebrate 40 years at Maze, not just because of the beautiful piece itself, but because it represents everything we value: thoughtful design, independent spirit, and clothes made to be worn and loved for years to come.