Interview with Olivia Tuffrey

An interview for Kerosene Magazine with the twenty-three year old one-woman powerhouse and founder of MAD ABOUT DOIN', the voice of slow fashion culture.

Could you start by telling us about yourself and what you do?

I'm Olive, twenty-three years old, and I am the Editor in Chief and founder of Mad About Doin' magazine. Mad About Doin' is the voice of slow fashion culture. It is a place where entrepreneurs and eco-conscious lovers are unearthed. I hope to help redefine luxury and give a platform for these creatives to be showcased.

Tell us about Mad About Doin' and your position as the founder. Where did it all begin?

The publication is a physical space for the people in the sustainable fashion sphere to showcase themselves, to push for a more circular fashion world. It began back when I was at University studying in my final year. I curated a publication dedicated to the humans of Depop, Mad About Depop magazine. Since graduating (covid got in the way of a 'real' graduation!) last year, the magazine has grown and grown, so it only felt suitable to carry it on. Thinking ahead, I changed the name so I could include other creatives in the slow fashion umbrella, and I am so glad I switched things up!

Where did your passion for slow fashion and sustainability start, and why is it important to you?

I would be lying if I said I have always been a conscious shopper. I used to religiously shop fast fashion before I educated myself, joined Depop and understood the dangers the colossal fast fashion industry causes to the planet and the people living on it. I was always a big fan of the reselling platform Depop, so writing out the brand and the users were easy. Slow fashion is important to me because it is a new wave in the industry that is doing good and changing the way people shop and what people deem as luxury. Luxury was once a Prada purse or a Gucci belt. Now it's a carefully crafted made to order dress or a handpicked vintage coat that has been upcycled.

How did your final year of university influence your ambitions for graduate life?

I definitely have my course leader to thank for my drive and knowledge of what the industry held. So I'd say she had a big influence on what my ambitions were. It is safe to say that it hasn't been easy finding a career styled job during the pandemic and being a recent graduate. Which is why I am so grateful I had my publication to keep me creative, busy and connected to like-minded people.

Tell us about your Mentorship with Depop! How did that work? Did you learn any valuable lessons?

This has been one of the most exciting opportunities yet! Myself and four other creatives worldwide were chosen to be part of their Now / Next program. This is where they hope to take young entrepreneurs from where they are now to where they want to go next with the help of mentoring and a financial grant. I've learnt a lot for sure. Last month we had a chat with their UK and US PR team, which was very useful.

How does a young aspiring Editor in Chief get their magazine off the ground?

Honestly, I'm still trying to work this out! I still see my magazine as super small and know there is a way to go before it's a household name or stocked in a physical shop. But, I think the best piece of advice I could give is to stay active and stay confident. Consistency is key. Staying in the loop and network your ass off! Being proud and confident in your work is crucial, too - as someone who is self-critical, it can be challenging, but you have to love what you're putting out there for it to really work.

How do you navigate income just starting out in your field?

This is a tricky one. I think it's safe to say magazines don't make much money unless they are huge, like vogue, for example. I know a few other independent magazine owners. Their income comes from other things they sell on their sites, like clothing or merchandise, but that doesn't really interest me! Yes, it would be amazing to make lots of money and pay the bills with my magazine. That is the dream, but I'm happy beetling along and creating this platform and community for now.

What is the economics of surviving in a business that is supposedly dying?

You see, this was a worry! Although we seem to live in a paperless, digital world, the indie magazine rise is happening. People want a tangible product, a coffee table asset, something to take a photo of and post it on social media. Mad About Doin' is literally an interior piece with its glossy, premium feel, and that's what people want. Screen time is bad for you anyway!

Do you have a team around you, or are you a one-woman show?

Well, I have been a one-woman-mag from the beginning and love it; however, the work and time that goes into curating a 200 plus page magazine is a lot! This week, I went live with 3 new exciting roles to expand my team and bounce ideas of creative people interested in magazines and the slow fashion industry. I am so excited about this!

Where do you think you will be in 5 years?

It would be unreal to have my own Mad About Doin' studio. Continuing to grow the publication and its community, interviewing and featuring brilliant people and just doing what I am still doing.

How would you personally define success?

This is such an important to ask yourself. Some people define success in the number of followers they have, the money in their bank, the love around them. To me, right now, I define success in community and network. I feel rich in networking! I have so many incredible contacts, big and small, that are valuable to the magazine and myself. So yes, right now, what defines success to me is the creatives I am blessed to know around me.

What is your best advice you could give to an aspiring entrepreneur?

I feel like you can't give any advice without sounding really cliche, but it would have to just keep pushing! Things don't happen overnight unless you're super lucky. Prepare to work hard and put the time in. Trying not to lose sight as to why you are doing what you're doing too is a big one.