Listen Up: In the beginning...
So maybe you're all like, "Why is this called The MUFF Society?" That is a good question. And no, it's not because I love muffs. Well, I do. I mean, as much as anyone. Muffs are great. And now I fear I'm digging myself into a hole I won't be able to get out of so time for an abrupt change of topic!
Back in the fall, I already had the concept for the Society well in place before I ever settled on a name. Because names are really hard, guys. I knew it had to be catchy and maybe also witty but also short enough to hashtag and be memorable. Basically the best name ever.
I spent weeks making notes and scouring old books and movies for quotes. Alas, nothing. Finally, out of desperation, I asked my brother for his help. My brother is very clever—probably too clever for his own good—and also works in advertising. We were out at dinner and I asked him if he could help me brainstorm. He said "Hmm, lemme think about it."
And then, I shit you not, not three minutes later, he goes, "MUFF."
And I go, "Excuse me?"
And he goes, "MUFF. It's funny. Imagine publications having to print it. And you can make the letters stand for something. But most important, MUFF."
I saw that he was on to something and we set out deciding what the letters should stand for. One of the Fs was easy: film. And the other one, might as well be "female." M could be... uh... monthly? And the U gave us the most trouble. WHAT THE FUCK CAN U STAND FOR?! We finally settled on Underground and called it a day. I tacked on "Society" because I thought it sounded super fancy and The MUFF Society was born.
I was asked after making the name if it was a deliberate decision to have that one F be "female" instead of "feminism" and, well, good question. Obviously this is a feminist community and obviously I am a feminist. (I mean, duh.) But in the moment we were trying to capitalize on making the acronym as awkward as possible, to further highlight that all we wanted to do is say MUFF to people.
It never gets old.