Editor’s Letter #001
Since this is our sixth issue, we decided it was time to start each issue with an Editor’s Letter. But, since this is our first one we thought it would be nice to give you some history on why Clutch magazine was started. So, hi ladies and gentleman! My name is Dede and I am the founder of Clutch magazine. I started Clutch in 2002 after I graduated from college and I was going through a difficult time in my life—I couldn’t find a job, my friends all moved to NYC or back to Atlanta, and my best friend passed away . . . my father.
During that time I was very difficult to be around—so much that even my closest friends would hate to be around me. One day, my best friend at the time let me come over his place, and as I sat on his couch I began to look through his magazine collection—which included GQ, Fader, Complex, Essence (for his lady “friends”) and some other “booty” magazines (I also saw my issue of Cosmo that I left at his place a couple of weeks prior). As I flipped through the pages I was like “where are my sista’s, and If I see another ‘Karma Sutra’ or ‘Ask Jake’ article I am going to burn down this apartment!” And of course my tough love friend said “Stop complaining man! If you don’t like it, stop supporting it and start one.” At first I wanted to curse him out or start crying—since at that time, those were the only two emotions I was capable of expressing.
But out of his sarcastic comment I started to smile, and said “I will.” On my way home that night all sorts of ideas started to flow, and for the first time in months I saw hope and light in my life. That next day I started researching and planning; it took two years to put my plan into action. At first I was focused on becoming a print publication, but I saw other startups that didn’t make it five months in the publishing business and I already knew that the print advertising game was no joke. Since then, I’ve moved back to Atlanta and as of last year I celebrated my 27th birthday (yup . . . I’m old) and some of my friends started asking if I was ever going to relaunch Clutch. Honestly, I had always wanted to but I went through so much during the initial launch I was kind of scared . . . but I got over it and here we are!
To me, Clutch is so much more than an online magazine—it’s my life saver. I am so blessed that we have been able to come this far, and I want to thank everyone for supporting us. The ladies and gentlemen of Clutch are creative, intelligent, and funny. Even though we are a small team, we are dedicated to putting together an online magazine that would make our parents, peers, and ancestors proud. And for me it’s fulfilling my promise to my Daddy that I will continue to elevate and love my community, as he did while he was here on Earth. So, if you ever wanna drop me a line please feel free!
Peace and Lipglass,
Dede
dsutton@clutchmagazine.com
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Awww…It’s Dede! I am so proud to say that you are one of my friends. I remember when you told me you were going to start Clutch YEARS ago and I am happy that you stuck with it man! You are one of the sweetest cutie pies in the world and you and the wonderful Clutch team deserve all the success in the world! – I know for a fact that you have put in some work!
Dede! First I want to say thanks for sharing your story – for those who don’t know you it shows perseverance and ambition to go after their dreams no matter what. I know when you lost your Dad it brought the free spirited Dede down – but, I am so happy this beautiful silver lining appeared. You are definitely one of the most down to earth chicas I know and have always been down for the cause. I am so happy you got out of Corporate America – because like lots of us – we are too talented and gifted to be restricted. I too am so proud of you, Nikki, Nicole, Summer, Erin, Zettler, Tremaine and everyone else for putting together such a great e-mag. Much success to one of the most humblest, hardworking sista’s in the game!
hey Dede…I’m glad to see that your showing the world whose the mastermind behind Clutch. I’m really proud of you, keep up the good work.
Congrats Dede on all your hard work on Clutch! Thanks for giving me the opportunity to be on the Clutch team. This mag is a jewel.
Ms. Dede – you are one of the cutest things walking on earth. Almost 6 years – It’s has been that long huh. I remember when you used to cut out magazine layouts and put them in your bright, I mean BRIGHT yellow binder to get ideas. I know Bennie would be so proud that his “little princess” is out here pursuing her dreams.
Dede – my cousin and best friend – that story is really inspiring and I know that took alot to talk about your Dad. But, the family is so proud of you even though we don’t show it as much as we should.
Much success to you and the all the great individuals of Clutch you boast about all the time. You have such a beautiful spirit, great personality and always a trip to hang out with. I am just happy to see all that time I spent in Kinkos and Barnes & Nobles with you over the years are not in vain. I must say I have never seen someone work as hard as you – you are my constant reminder everyday to live out my dreams.
I love you!
Ebie
Wow,Clutch history makes me love this online magazine that much more. Your story is such an inspiration.
thanks for sharing your story. it’s inspiring.
Dede,
Love your story. Keep on keepin’ on from another sister in the mag industry (start-up) in New York. You best believe it’s no joke! Sensational magazine. Keep striving!
Clutch is a really great magazine and I’m so glad you never let the dream die….and now we can all share in this excellent work you put together! hopefully once it gains momentum it will become a print magazine!
keep on doing you girl!
Dede, you are a rock star!!
Your story is an inspiration. I didn’t know the history of Clutch. I discovered it as a link on another site and fell in love with your magazine. To now be a featured designer here is a true honor. Your magazine is brilliant, fashion-forward and smart, just like the Jypsea customer.
You have done an amazing job! Do your thing, fly girl!
Brava! Simply Brava!
Since latching on to Clutch(and I’m quite sure that I somehow stumbled upon it), I have been mystfied yet enticed and refreshed with the premise and approach.
It’s a daily go-to site for me—right along with the perusal of the NY Times, AJC (I’m in the ATL, too) and my morning sports updates—that challenges the status quo with purpose. Don’t get me wrong, I have always been a fan of most women’s mags but you’ve tapped into a niche that is ready for a change. I’m a 34 y.o. (now I’m OLD, babygirl) curvy, stylish urban professional and wife and CLUTCH’s voice is an oasis for me…an escape of sorts. All of the other print mags “think” they know what we want but they really don’t.
I find myself at a crossroad in my life and am trying to decide if I should continue to wallow in the comfort of corporate America or if I should follow my bliss. Thanks for nudging me this morning, babygirl, for you’re not O-L-D…you’re W-I-S-E. I’m watching you and taking notes.
babygirl-
I forgot to say this: when i started reading your mag, it gave me the same chills that I got when I picked up a little start-up mag by two luminaries-joicelyn dingle and kierna mayo—you know who they are. I never thought that they got the respect that they deserved—you’re fulfilling their legacy with a spin.
I remember being about your age and waiting with baited breath for their next issue to hit the stands.
I couldn’t put my finger on that feeling…until now.
Thanks for sharing your story with the world-its truly inspiring.
Dede….your ambition and non-stop perseverance really make self-proclaimed “superwomen” think about stepping their game up. *LOL* But seriously, I’m so happy for you and about Clutch being relaunched–because there’s finally an outlet to talk about the stuff going on in the world…from summer hair tips to some serious stuff in politics. Keep doing your thing Ms. Future Mogul!
Miss Dede,
I’m so PROUD of you and your team! Clutch Magazine definitely fills a major void in the publishing world by speaking directly to the young, stylish, worldly, and career-driven woman of color. Clutch Mag is a frequent online destination for me throughout the week. I’m inspired by your drive and ability to make each issue better than the last! From hair topics to style, culture and politics, Clutch Magazine gives us all we want and MORE!
I know that there are BIG ‘TINGS on the horizon for you and your amazing team. The sky is NOT your limit!
Hugs,
*r
Dede, I just want to thank you for letting Clutch readers get a little insight behind the inspiration of the magazine. Ms.Dede, you inspire me, and im truly thankful for you. So im off to do my research.
Thanks for being my friend. :)
it’s good to see you give the readers an introduction to the creator of Clutch. your dream is living lady… I’m glad I can be apart of it…
Dede,
Thank you for sharing your story. It was truly inspiring. Seeing people like you really gives others hope that when you follow your dreams, you can do great things. You have done an amazing job with Clutch and I am a proud reader. Please continue to leave notes as Clutch continues to grow. Your readers really appreciate it.
Dede!!
Kudos to you! You are awesome and so is Clutch. Ever since I came across Clutch from a link on a blog…I have continued to visit on a daily basis. The content is always relative! Thank you for all that you do!