Stories about youth are perpetually held in high regard. A season of trial and error, of leaping into new horizons and celebrating everything, including the falls. Youth is a period of transcendence, where the coming-of-age chapter builds character, especially for those looking to make something of the world around them. RYOT is the creative collective that is not waiting around to be handed blueprints from those who came before. Never wishing to be associated with lost potential, the youth-charged collective stands for “Run Your Own Thing” — and run they do.
“Youth is wasted on the young” is a sentence that never really holds up when examined against the boys. Comprising video director Matt Selvam, model and drummer Jonathan Cheng, model Srri Ramm Dayanithy, multimedia artist Gabriel Lim and entrepreneur Sashwin Sashi, the boys are teeming with energy — creatively, personally, and synergistically — till it overflows into all their pursuits. They, of all people, know that this season fleeting and, all the more so, precious.
Just like the captivating sillage of a good scent, the boys are rushing ahead to change the local landscape with one creatively charged endeavour at a time. Fuelled by a spirit of autonomy and a propensity for going against the grain, the RYOT boys have common ground with their fragrance pick — the BLEU DE CHANEL Eau de Parfum. On the topic of expression, Srri says,” It’s not about following rules or fitting into a mould — it’s about carving out space for the creative that’s within you. And BLEU DE CHANEL [Eau de Parfum] represents that the best. It’s our kind of expressive, like how its amber element gives it an edge that’s unique to one’s skin scent.”
In the absence of a template or framework for success, the boys are looking to design their own path ahead in a race against the “adulting” clock — a journey that recalls the fragrance’s evolution. Fashioned to prize individualism and existing as a re-imagination of the expected, the hallmark CHANEL men’s fragrance exists in a league of its own. It rests along the planes of classical, grounded by its notes of cedar and sandalwood; and new-generation, as informed by the bright injections of grapefruit and bergamot. In its modernity exists a striking allure of lingering depth, one that invites its users to claim their pace and place in a world obsessed with speed. “I think that RYOT and BLEU DE CHANEL have a lot in common. We are not bound by a traditional discipline — and you can get that just from a first impression. And in terms of teamwork, the BLEU DE CHANEL is the kind of scent that amplifies what we are setting out to do,” adds Matt. Set against their targets, RYOT is fuelled by autonomy and, simultaneously, a quality of camaraderie that keeps one another aligned towards the same upward trajectory of growth.
It’s been more than a year since you guys started RYOT. How has it been?
Srri Ramm (SR): The past year has taught us certain things, like the importance of communication and clarity.
Jonathan (J): I wouldn’t say that there have been hardships, but it’s not as easy as we initially believed it would be. I think it’s important to just do. Do, and learn along the way.
Sashwin (SA): Yeah. You never know, so you have to keep doing it.
Gabriel (G): We’re still learning.
How about the positives? Are there key learning takeaways that you’ll carry into your personal life?
G: Discipline.
SR: Consistency, intentional planning. Respect? [laughs] No, but yes, respect for the rules and one another.
Do you look back on your coming-of-age story and wish you had done things differently?
Matthias (M): I have no regrets, actually. Everything I did or didn’t do has brought me to where I am, and I like where I am now. So, no. No regrets.
J: I think we’re getting the hang of things. I sometimes wish we started earlier, but like Matt said, no regrets.
SA: Yeah, we’ve got a lot of time still. I mean, mindset-wise, I sometimes still think I’m 17! [laughs]
What fuels your freedom?
J: For me, it’s that idea of potential. Once you understand your potential, you realise that everything can be an open game — you get excited for the next thing once you hit certain milestones and [achieve] things that have never been done before. That’s exciting because there’s no limit; you’ll keep pushing the boundaries. It’s inspiring to see the new, younger generation come up to us and say that they like our content or that we’ve inspired them. That’s the most inspiring thing — to see that we can make change. It’s the most valuable thing that even money can’t buy: to see that we bring value.
SR: I don’t want to be ordinary. If I know there’s something I can do to make a difference or add value, and I can utilise all the talents that God has given me, then I’d like to do it.
How does that freedom fuel you?
G: I mean, I know my weaknesses and because I understand that, I’d like to play to my strengths. Having my boys and this [creative] community with me helps to expand our perspectives and also keeps me grounded, even as I pursue my own thing.
J: It’s risky because it’s not a stable, ordinary job. But it’s more exciting and more fun to do what you love and live off of it.
SA: The belief drives me. We all knew that it’s possible; we’ve seen it happen for others. And we know what we can do and bring to the table. We have something special, so why not believe in that?
Is that something you look towards when selecting a signature scent?
J: If you’re talking about “freedom,” I gravitate towards fragrances that perfume the unexpected well, something that’s different from what’s out there in the market. So, the inclusion of floral citrus elements in the BLEU DE CHANEL Eau de Parfum really sticks out to me.
And how does the BLEU DE CHANEL Eau de Parfum resonate with you?
M: There’s something empowering about it. And I think that, as we’re trying to inspire and empower, it acts as a sort of blueprint in a way that makes you aspired to be different, to try new things, and not just stay within the guidelines of what has come before.
SR: Yeah, wearing the BLEU DE CHANEL Eau de Parfum is a different experience. It makes me feel confident in my own skin. And as the last step [in my grooming routine] before I go out, it energises me to take on whatever the day may bring.
Singapore is a creative hub with immense potential. How does being in the city energise you?
SA: It’s good because we get to grow with a community, with other creatives, with other people, and it means that you’re never alone in this journey.
M: The idea of the city isn’t what’s exciting. I think Singapore being young is exciting. There are many “firsts” that have yet to be accomplished. So there’s a lot of potential for me, for us, to be the first to do this or that — and be celebrated for it. It’s exciting that we are young, and it energises me because we can dictate and write the narrative. I mean, sure, there’s no blueprint, but that’s for us to decide.
Do you feel you seek out the same kind of excitement in your grooming routines?
SA: I can appreciate a good classic, but there needs to be an element of modernity in my picks. The BLEU DE CHANEL Eau de Parfum is a fragrance that’s a good blend of both.
G: I think it’s the same for me. I’m always excited to try new things, but I’m always drawn back to the classics. And it’s even better when there’s elements of newness in signatures like the BLEU DE CHANEL series.
What does it mean to grow together as RYOT?
M: The truth is, everyone has a group; it’s just that ours is publicly known, and we made our group a thing. However, everyone has their circle, support group, and peers who help them grow. So everyone’s growing together. Even though we’re public, and people can see our mistakes, strengths, and wins from a certain perspective; at the end of the day, I’m the same — just growing with my friends.
What kind of legacy do you hope to leave behind?
SR: I’d want to inspire, to be that spark for others to be whatever they want to be, to think bigger, start something, and help others find their way.
M: Legacy is a big word. People don’t usually look at Singapore first when it comes to creatives, but legacy-wise, we hope to put Singapore on the map and showcase the artists and creators emerging from our country.
G: I’d like to be a blueprint. As much as the Singaporean dream — a stable job, etcetera — is important, there are those of us who want to make a living out of what we love doing. And so, from our successes and mistakes, we hope to inspire more people to break away from the cookie-cutter.
SA: I’d want to inspire the younger crowd to just do, to not be afraid and do whatever they love. I mean, we were inspired by YouTube — we were doing this before RYOT was a thing — but we overcame the fear and just started doing it.
Has there been an achievement you are most proud of?
SA: Releasing our line of clothes was very exciting. We know it’s the start of something big. That feeling was something else, like, yes, I was proud, but beyond that, I felt a sense of fulfilment.
M: Our growth from when we first started. I’m proud of the amount of work we’ve put in, the systems we’ve established, and respecting what we’re doing. I wouldn’t say we didn’t respect it at first, but we didn’t understand it enough to respect it. We thought it was for fun, but we realised we needed to honour the work because, honestly, it’s a lot of work. But I’m proud.
J: The thing I’m proudest of is that we’re still doing it.
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