Interview with OLAF Founder Hussein: The Role of Learning and Community in Shaping His Brand

Speak ya clout is a series of heart to heart conversations, exclusively found at BSTN Chronicles. From insiders of the fashion business to blazers of new trails and creative forces from other industries, topics vary for each conversation. This time, Hussein, the founder of OLAF – Our Life As Friends – takes us behind the scenes of the brand, its philosophy, and the new Spring/Summer ’25 collection.

On the original motivation behind creating the label:

“The original motivation behind creating OLAF, acronym for: Our Life As Friends, was rooted in a deeply personal experience. At the age of 11, I was expelled from school, spending six months at home. During that time, I grappled with a sense of isolation, questioning my worth and future. This experience ignited something powerful within me: a drive to never stop learning and to ensure that learning would always be a cornerstone in my life and work.

From the age of 15, I have worked in retail – from starting to work in jeans stores and ending up working in small high-end boutiques during my years at university. I have always had an eye for clothing and design and loved the combination of advising people on their personal style and learning about different product categories and brands. This is also what made me believe I could make my first jeans and launch it at the small boutique I was working at. My passion evolved into the creation of Our Life As Friends, a brand built on the belief that education, growth, and community are essential. The name itself represents the idea of supporting each other, learning together, and thriving as a collective.”

On what has stayed the same since then and what has changed through the learning experiences he’s had and the connections with people that he’s made:

“Since the beginning, Our Life As Friends has always been about the idea that education should be available to everyone. The mission to create a space where learning, growth, and community are important has stayed the same. It’s still about building a support system where people can help each other evolve and encourage them to realize their dreams.

What has changed is how I’ve grown through both learning and the people I’ve met. At first, it was about my own development and proving myself. Over time, it became about connecting with others and learning from them. These connections have helped shape the brand into something bigger, a space for everyone to share, inspire and learn together. An example of this are our Citizens Sessions. An event that we host four times a year, to offer our community of people at the start of their careers or business, to directly speak to and get advice from industry insiders.”

On balancing classic/timeless appeal with new ideas and the desire to create something contemporary:

“We strive to balance timeless appeal with contemporary ideas by designing pieces that are both classic and fresh. Our collections are made to mix and match effortlessly, thanks to simple, functional designs and quality materials that never go out of style. This timeless approach ensures that our pieces can be worn year after year.

At the same time, we embrace new ideas by incorporating subtle updates—whether it’s through fabric choices, unique design details, or drawing inspiration from modern trends. We aim to stay relevant, while still keeping a sense of familiarity in every piece. The key is creating designs that are versatile, of high quality, and thoughtfully crafted. Each collection should feel both timeless and fresh, offering the freedom to express personal style in a way that feels modern yet stands the test of time.”

On the evolution from the initial idea and logo design to the holistic approach of togetherness that influences the brand’s actions across the board:

“OLAF has evolved from a personal vision into a brand driven by collaboration and togetherness. When I started ten years ago, it was just me and an intern, focused on a simple idea: creating a brand that blends learning, growth, and community. The original logo and designs reflected this individual motivation.

As the brand grew, so did the understanding that togetherness was key. The shift from working alone to building a team of 30 people has been one of the most rewarding parts of OLAF’s journey. What was once done solo is now a collective effort, with each team member bringing unique skills to the table.

On how interactions with the community influence the creative process:

We know where we want to go, but we always make sure to stay connected with the people around us. By listening to what resonates with them and what they care about, we stay grounded in what truly matters. Our collections are a reflection of these shared values and experiences, keeping us connected to the people who support and inspire us while staying true to our vision.”

On what community, a term as multi-nuanced as it is ubiquitous, means to him:

“Community, to me, is about mutual growth and building real connections with people who share similar interests and passions. It’s about coming together, sharing ideas, learning and growing together, whether it’s through deep conversations, collaborative efforts, or simply enjoying what we love. These connections are rooted in authenticity, and the exchange of knowledge and experiences strengthen our bonds. The importance of community has only grown, as we’ve come to realize that shared experiences and learning from one another is what truly brings people together.”

On what he looks for in a collaborative effort:

“In collaborative efforts, I try to look for something different—people who challenge the norm and bring fresh perspectives. It’s about identifying opportunities to create something unexpected, whether through up-and-coming talents, young innovative brands, retail partners, or larger brands that can help us break into new markets. I value collaborations that push boundaries, spark new ideas, and foster genuine growth. I’m also drawn to partnerships that give us access to things we don’t usually make or have easy access to.

I’d love to work with people who have pivoted in their life journey. I find it fascinating to understand what drove them to make that shift and how they navigated the challenges along the way. There’s so much to learn from their experiences, and I think it would be incredibly inspiring to collaborate with them on a capsule or collection. It would be an opportunity to explore their mindset, dive into their creative process, and bring something truly unique to life, shaped by their personal journeys and fresh perspectives.”

On the latest from OLAF:

“The Spring / Summer 25 collection is all about fresh perspectives and having a unique outlook on life. The collection invites the wearer to embrace a quiet, confident approach to self-expression, where simplicity and precision meet. Through simple, refined silhouettes and carefully curated materials, we celebrate the elegance of understated details. A collection where different structures and materials are combined in a way appreciating the unexpected and often unnoticed moments. Featuring a primarily muted and nature based color palette, punctuated by vibrant colors representing a calm character with a quirky, positive outlook on life.”

This article was originally published on BSTN’s platform “The Chronicles.” Edited by FashionUnited.