What Is ‘Between Us Boys’ — And Who Is Behind It?

by Alexandra Mansilla

What Is ‘Between Us Boys’ — And Who Is Behind It?

15 Apr 2025

Photo: Between Us Boys

One day, while scrolling through Instagram, I stumbled across the Between Us Boys account — packed with stunning short videos featuring Nawstique, Shef Codes, and Parvané, plus some mysterious coming soons.

Not long after, a beautiful campaign popped up on the page: Bouquets For Boys, in collaboration with UrArtU Flowers. Once again, for the boys — and strictly between us boys.

The big question on my mind: What is this? And who is behind it?

Tracking that down wasn’t hard — the masterminds behind Between Us Boys are Mohamed Elashy and Rusty Beukes. It turns out Between Us Boys is a creative direction and cultural consulting studio. Still, I had plenty of questions — and a lot of curiosity. So I decided to sit down with them and find out: What exactly is going on here?

Mohamed Elashy and Rusty Beukes

— What’s the difference between the two Instagram accounts — Between Us Boys and Between Us Boys Studio?

— @BetweenUsBoys is the heart. It's where late-night ideas, off-the-cuff executions, and visual storytelling rooted in nostalgia, culture, and community come to life. Our unique approach, shaped by fashion, music, art, and beauty, sets us apart.

@BetweenUsBoysStudio is where we showcase the work we do as a creative studio. It is where storytelling evolves into strategy, enabling brands to engage with what influences the culture. This is where brands tap in. This is where we make it make sense, both creatively and commercially.

One is the vibe. The other is the vehicle. Both are us.

— Why “Between Us Boys”? What’s the story behind the name?

— The name “Between Us Boys” comes from intimate, coded conversations. The kind of unspoken understanding that exists within tight-knit groups, whether between friends, collaborators or inside a subculture. It references shared experiences, a sense of brotherhood or sisterhood, and creative exchange. But it also gestures toward the deeper layers of “boys” as an identity, challenging, expanding, and breaking down masculinity, then redefining it through community.

Photo: Between Us Boys

— How did you meet, and what led you to start something together?

— We met through our creative circles, with both of us moving through fashion, media, and culture. There was an immediate synergy in how we saw things visually and conceptually. Starting something together wasn’t about business at first. It was about creating a space to bring ideas to life on our terms.

Between Us Boys didn't start as a business venture. It began as a passion project, a playground for imagery, styling, and storytelling. Over time, it organically grew into a fully realised creative studio and cultural platform. Our journey is a testament to the power of authenticity and staying true to our vision.

— What exactly does Between Us Boys Studio do?

— Between Us Boys Studio is a creative direction and cultural consulting studio. We specialise in campaign development, concept building, and campaign execution for fashion, luxury, lifestyle, and design brands. We craft brand storytelling that is emotionally resonant and culturally relevant, intentionally shaping visual and narrative identities. Through cultural programming and consulting, we assist brands in realising their global visions by authentically engaging with subcultures. We also produce content — from editorial shoots to lookbooks and cinematic visuals — that feels raw, real, and deeply rooted in the story.

Photo: Between Us Boys

— How do you choose the heroes for your shoots? And why them?

— We don’t just cast models. We cast stories, energy and presence. It is about people who carry a certain rawness and individuality and who aren’t trying too hard to fit into a mould. Sometimes, it is about nostalgia, a face that feels like it belongs to a different era. Other times, it is about attitude, someone who represents youth culture honestly and unfiltered.

We also prioritise people from our communities, giving space to underrepresented faces and voices. That’s what makes the imagery feel lived-in, not staged.

— Is there a bigger mission or message behind Between Us Boys?

— Yes. To document and shift culture. It’s about representation, storytelling, and creating new visual narratives that celebrate the people and aesthetics we resonate with.

We aim to spotlight youth culture from the margins — not only what is trending but also what is genuine. The work resides at the intersection of fashion, music, and art, always anchored in nostalgia and a subtle sense of rebellion.

Photo: Between Us Boys

— Your collaboration with UrArtU — Drop Bouquets For Boys — is absolutely fascinating! Can you tell me the idea behind it?

— It was about challenging the traditional symbols of masculinity and the celebration of Valentine’s Day. Bouquets are often associated with femininity, romance and delicate moments.

We wanted to reclaim that gesture for boys, making it raw, powerful and emotional. It wasn’t about softening masculinity but about expanding it. The visuals played with contrast, think florals meeting rugged textures, streetwear and attitude.

— If Between Us Boys had a slogan, what would it be?

— “IYKYK”. It is about a cultural language; if you get it, you get it. If you don’t, it is not for you.

— Between Us Boys definitely has its signature style. How would you describe it?

— It is raw, cinematic, nostalgic and quietly rebellious. You will see natural light, film textures, layered styling and a mix of subcultural references. There is always a sense of attitude in our work. It is never about polished perfection. It is about capturing a moment, a mood, a presence.

You can tell it is ours because it feels real, almost like a still from a film or a memory caught in passing.

Photo: Between Us Boys

— What fits into your creative vision, and what doesn’t?

— We are drawn to timeless visuals with a cinematic edge, gritty textures that feel lived-in, and references that nod to subcultures — whether 90s hip-hop or early 2000s streetwear. We love street casting and real faces with stories to tell. What moves us most are honest, stripped-back emotions.

Anything overly artificial or too polished doesn’t fit into our vision. We are not interested in unnecessary gloss or surface-level trends that say nothing. A concept has to mean something.

A good example of work that aligns with our vision would be Martine Rose’s campaigns, early Palace lookbooks, or even some of Helmut Lang’s 90s imagery. It feels raw yet is considered nostalgic and timeless.

— What’s next for Between Us Boys?

— This marks the release of the first-ever series of cultural product drops under the Between Us Boys umbrella. They have been in the works for over a year and are finally coming to life. The idea was to create collectable pieces that tell the story of a subculture, ones that haven’t really been documented, at least not in this way. It’s about finding thoughtful, unexpected ways to give these stories the space they deserve.

by Alexandra Mansilla