Discover OOOF: The Business Revolutionizing the Concept of Work-Life Balance

Celine Kaplan and Elisabeth Holder are turning the idea of “out of office” into a lifestyle brand called OOOF. Instead of just a break from work, it captures a mindset they cherish—living freely and adventurously.

Kaplan, a publicist who shares time between Portugal, France, and New York, found inspiration during the pandemic. “When COVID hit, everyone stayed home. I loved it! It made us think: what if we could live like this all the time?”

Kaplan and Holder have a long history together; they met 15 years ago when Kaplan was PR for Holder while she managed the luxury brand Ladurée. Over time, their shared interests in travel and unique brands sparked the idea for OOOF. “We brainstormed and it just clicked. The name is playful in both English and French,” Holder explains.

They officially launched OOOF in 2023, starting with quirky items like a necklace charm shaped like a flipper. The brand quickly expanded to include ceramic mugs, stylish caftans modeled by Kaplan, and comfy embroidered pillows with fun phrases. Prices range from $25 for keychains to $780 for the necklace charm.

What’s unique about OOOF is its organic growth; they don’t stick to a strict marketing calendar. “Travel and art inspire us,” Kaplan says. “We release things when we feel it’s right.” For example, their pillow collection stems from a friendship with a Senegalese charity, showing how personal connections influence their offerings.

They also collaborate with other creators. One such partnership is with the jewelry brand Don’t Let Disco, founded by Ashley Harris, which uses materials from around the world. This spirit of collaboration brings freshness to their products, like limited-edition beanies made near Lisbon.

Despite their branding success, Kaplan admits managing a business comes with challenges. “I had to learn a lot about inventory and operations,” she shares. “It’s different from working with clients where there are more rules.” With OOOF, she enjoys the freedom to create without restrictions, merging her PR skills with her passion for design.

In today’s world, where many seek more flexibility and meaningful experiences, OOOF taps into a rising trend—valuing lifestyle over traditional work structures. A recent survey from the Future Forum found that 76% of employees want some form of flexible work arrangement. OOOF captures that spirit, blending travel, creativity, and a “forever on vacation” vibe into each product.

In essence, OOOF isn’t just a brand; it’s a movement toward a life lived fully, where every item inspires a sense of adventure.



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