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Dubai
Fashion
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by Barbara Yakimchuk

Dubai Insiders: Rusty Beukes On Work–Life Balance, Friendship, And Fashion

3 Nov 2025

This is the third week of our series, and we are back discovering new food spots, seeing fresh takes on what defines a true Dubai look, and hearing the tracks shaping the city’s nightlife — all through the eyes of our Dubai-based insiders.

But there is something else we are diving into: the duality of the city we call home. One of the key takeaways? Dubai feels more open than ever — yet beneath the glitter, it still reveals the challenges many here face: overworking, stress, and loneliness.

This two-sided view of our beloved city comes through the lens of Rusty Beukes — Creative Director at Havas Red and co-founder of Between Us Boys.

The conversation was refreshingly candid. Rusty doesn’t sugarcoat it — life here isn’t always easy. Finding your people takes time, and sometimes the music just isn’t your vibe. Yet, despite it all, he genuinely loves the city. It is a place he — and, honestly, many of us — are proud to call home.

Here are four things to discover in our podcast with Rusty:

  • How Rusty’s move to Dubai really felt. He shares the two toughest parts of settling in — the absence of nature, a stark contrast to his life in South Africa, and the relentless working culture that defines the city. Just as he began to find his rhythm, COVID hit. Yet, as he says with a laugh, “it wasn’t that bad.”
  • Rusty’s list of go-to spots. For anyone not in the mood to listen, here they are: Kinoya, where he takes everyone visiting from abroad; Kokoro, one of those rare “hyped for a reason” gems; and India Club — his top pick, serving what he calls the best Indian food in Dubai.
  • His take on Dubai style — and how it became a story of identity. When it comes to fashion in Dubai, Rusty keeps it simple: a T-shirt and jeans. Sounds easy enough — but finding the perfect fit, the right fabric, and a touch of personality isn’t as effortless as it seems. That very frustration led to the creation of Between Us Boys, the men’s brand he co-founded — born from a love of streetwear and a blend of different cultural roots.
  • Rusty’s take on friendship in Dubai: it is a curious mix — open, yet a little distant. Much like the city itself — warm and inviting, but where building genuine closeness takes time.

Listen now

Come for the honest story about moving to a city of contrasts, stay for the insights on music, style, and human connection.