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In recent times, there has been an influx of new digital content creators who are bridging the gap between fashion, music and lifestyle through interdisciplinary collaborations and pursuits. The latest name to surface within this space? RYOT, a male collective that prides itself on championing creativity, intention and positivity through high-octane videos.
An acronym for Run Your Own Thing, the collective is made up of six 23-year-olds: video director Matthias Selvam, audio engineer Noah Elisha Yeoh, model and drummer Jonathan Cheng, model Srri Ramm Dayanithy, multimedia artist Gabriel Lim and entrepreneur Sashwin Sashi. Boasting a sizable following across TikTok and Instagram, RYOT produces a wide range of content spanning multiple genres, from lifestyle-leaning outdoor vlogs to fashion-forward thrift challenges, that displays an unmatched level of brotherhood and camaraderie.
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Shares the group on what spearheaded the decision to start creating content: “We have always enjoyed making videos together even before TikTok and Instagram Reels were a thing, and these videos served as cherished memories that we laughed and bonded over. It was through this process that we realised we could create something that melded entertainment, humour and creativity all together.”
As for the ethos and aim behind RYOT, the group was quick to come to a consensus. “Challenging the status quo has always been at the forefront of mind. We wish to inspire the youths of today to be their authentic selves and to worry less about people’s judgements and opinions of them.” The members acknowledge that despite their individual involvement in different fields, each of them brings a unique skill set to the table that helps build a middle ground in creating cohesive content for the masses.
“We want RYOT to be an ecosystem of individuals who are always striving to empower and create.”
Unlike other collectives, RYOT does not believe in specific roles for its members. “We don’t have fixed designations as we are still learning. We believe in keeping it a safe and conducive space for any of us to take on new projects and grow together.” They also highlight that the lack of a hierarchical structure permits them to bounce ideas off one another easily, allowing concepts to marinate and flourish.
Beyond their unequivocal passion and unwavering spirit, the members also possess a strong sartorial sense that belies their young age. High-street labels such as Supreme, Corteiz and Stussy are the group’s favourites, as these community-driven brands stand for more than just the clothes they make.“Similar to these brands, we wish to cultivate a strong identity for RYOT, one that is eventually able to shift the culture here.”
Looking ahead, the boys have plans to expand their reach beyond the little red dot, looking to collaborate with other like-minded creatives from around the region. “Vogue Man perfectly encapsulates this goal of ours, with the magazine serving as a curated platform that amplifies whatever good work is already out there while continuing to push the limits of innovation and expression. At the end of the day, we want RYOT to be an ecosystem of individuals who are always striving to empower and create.”
Photography Zantz Han
Styling Bryan Ho
Hair Kenneth Ong/Makeup Entourage using Keune Hair Professional
Make-up Hazel Tan/Makeup Entourage using Make Up Forever
Photographer’s assistant Alexander Ng
Stylist’s assistant Nicholas See
Pre-order your copy of the July/August ‘Cravings’ of Vogue Singapore issue online or pick it up on newsstands from 15 July 2024.
