The Birth of OOOF: A New Approach to Work and Lifestyle
In a world where the traditional office setup defines success, the concept of being "Out of Office Forever" (OOOF) has taken on a new meaning. For entrepreneurs Celine Kaplan and Elisabeth Holder, this idea isn’t just about escaping the confines of cubicles but represents a transformative state of mind. The origins of their venture can be traced back to the pandemic, which forced many into remote work. Kaplan, a seasoned publicist who divides her time among Portugal, France, and New York, describes the initial inspiration: “When COVID happened, we were all out of the office, which I always loved.” The abrupt shift in work dynamics pushed them to reconsider the conventional routines that once governed their lives, leading to the birth of OOOF.
What started as a personal desire for liberation evolved into a passion-driven business. Kaplan and Holder’s professional paths crossed over 15 years ago when they first collaborated at Ladurée, a prestigious French pastry brand. Their shared love for travel and discovery galvanized their recent conversations about creating something meaningful together. In mere minutes, they settled on the name "OOOF," which holds significance in both English and French. Holder notes that the name encapsulates feelings of amazement and wonder, embodying the spirit of their concepts. The simplicity of their brand’s genesis is manifest: a strong name, an engaging design, and a shared vision.
Launched in 2023, OOOF began with a delightful necklace charm resembling a flipper, marking their entry into the lifestyle market. Building on that initial success, the brand soon expanded to include a diverse range of products, from ceramic mugs to embroidered pillows adorned with playful phrases like “Bla bla bla” and “Oh oui!” Prices vary significantly, catering to a broad audience with offerings from keychains at $25 to the luxurious flipper charm priced at $780. Instead of adhering to a rigid marketing calendar, Kaplan and Holder thrive on spontaneity, allowing their travels, readings, and experiences to shape their product launches.
Their approach to branding is deeply intertwined with lifestyle. Holder emphasizes the importance of creating desirable products that align with customer wants: "It’s all about lifestyle and pleasing our customer by having the best product at the best moment." This adaptability gives them the freedom to explore opportunities beyond conventional business principles. For example, their collaboration with a charity workshop in Senegal led to a distinctive line of pillows. Kaplan sees each product drop as an opportunity for creative expression, influenced by various global experiences, including her inspirations from India.
Collaboration is at the heart of OOOF’s ethos. By partnering with other creators and brands, they infuse a sense of community and variety into their offerings. Their work with Don’t Let Disco, a jewelry brand founded by Ashley Harris, showcases unique bag charms made from carefully sourced materials. Such collaborations help bring unique designs to life while enriching their product line. Kaplan highlights that their focus is not strictly on functionality but on desirability, reaffirming that their flipper charm was designed to be both whimsical and appealing—a lesson in the intersection of fashion and meaning.
For Kaplan, merging her roles as a publicist and entrepreneur has been a revealing experience. While her background in PR helped shape her strategies, the brand has allowed her to break free from traditional constraints. She acknowledges the learning curve in areas like inventory management. Unlike her previous roles, where rules dictated creative processes, OOOF gives her the latitude to express her creativity without restrictions. This newfound freedom fuels their mission to create a brand that redefines what it means to be "working" and "living," offering a refreshing perspective on both office life and personal fulfillment. Through OOOF, Kaplan and Holder are not just selling products; they’re promoting a lifestyle choice rooted in liberation and joy.