Meet Kevin Muise and Saman Razani | Marketing and Multimedia Professional

We had the good fortune of connecting with Kevin Muise and Saman Razani and we’ve shared our conversation below.

Hi Kevin and Saman, what was your thought process behind starting your own business?
RUOK Collective has an interesting origin story. It came about when my friend Saman Razani approached me to do some freelance work for a concept he had dreamt up during a murky time in his career in which he sought out a pivot to something else, in the wellness vein, his decades long passion as a natural products formulator. Little did he know, I had been dreaming up this exact concept in the back of my mind since the pandemic, when I noticed that mental health awareness was at an all time high, while mental health and hope seemed to be at the lowest in my lifetime. I made some preliminary designs, but I didn’t have the bandwidth or the funding to make it a reality, then, and with this new encouragement from my friend, we decided to put in on this journey together and started RUOK Collective.

This concept has been near and dear to my heart since 2021. After a bad back injury that left me unable to walk for a few months, I dealt with the worst depression I’ve ever experienced. What helped me bounce back were the conversations I had with people. Some of these people were family, friends and my girlfriend, but many more were from acquaintances and strangers. Knowing that I wasn’t alone and that people cared, helped give me the strength to pull myself out of that place. Together we agreed that a brand that was focused on shining the light on the struggle, what is to be human in this lifetime and at this very moment in time, was the key to our own, collective happiness. This is a transcending concept, bringing a simple and profound question to the center of our journey, are you ok? (RUOK)

At the end of the day, Saman and I are pretty intune and have a seasoned perspective on the societal vibe. As entrepreneurs, at our core it made all the sense in the world to create this brand. If we can help other people feel seen, the way so many helped me at my lowest point, we can rest easy at night knowing we’ve done something good and impacted someone positively. If you’re out there searching, that will help give you a perspective that may change your life. It can help you realize that you don’t need to be complete to help others, in fact, when you are broken, reaching out to others for support, or to support, can give you a sense of purpose, even if you feel depressed, helpless and miserable.

You never know what someone is going through, we’re all just a bunch of broken bits trying to make ourselves whole again!

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
RUOK Collective is an LA-based mental health/wellness streetwear brand. At its core, RUOK is about fostering communication and dialogue around important and increasing mental health issues around the world. As the world we know changes, we hope our message can help to heal everyone’s internal traumas. Our aim is to create clothing with messaging that resonates with the lives of all humans that are out here living with daily pain, whether it be physical or emotional. We want this brand to show solidarity with the fellow humans we inhabit this planet with. That means we are aware and sensitive to the fact that there is real suffering in the world right now and we are all forced to watch as many truths are being revealed for the first time. If you’re a human and you don’t feel like you have a good support system, or a way to articulate your feelings in a safe and non destructive way, RUOK Collective is here to fill that void.
Contact us, we’re here for you!
Just the simple gesture of asking people around you “Are You Ok?” is one of the easiest and simple things to do for your fellow human. We believe that is one of the most important and necessary questions anyone can ask. We believe that asking that question of anyone can open up important dialogue and let them know that no matter what they are going through, they are not alone and people out there care, even if they don’t believe it.

Saman and I both cut our teeth in the cannabis industry and have had an impact there over decades. We’ve worked for many companies, have had our own companies, and have consulted many brands in many ways. The cannabis industry is a tough industry to be in. It’s regulated in ways no other businesses are, which provide unique challenges that only that industry faces. Enduring those challenges has helped us build resiliency and an adaptive mindset that you can’t be taught.

Only time will tell if RUOK Collective is a success. What I can say with certainty is that our past wins and losses are the catalysts that give us the audacity to think we can make this business a success. When so much of the world seems negative today, we have the gumption to seek success in something so pure and positive.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
In all of my travels, the first thing I do is find all the best rated places to eat. I mean, what makes us happier than a great meal?! LA has so many great spots, but some of my favorites are:

– Burgers: Burgers Never Say Die (LA is all about the burger)
– Korean BBQ: Parks (KBBQ is a must! You really can’t go wrong, unless you’re a vegetarian/vegan) then hit Mumu bakery for custard tayaki
– Kazunori: a Handroll (ONLY) spot that we may or may not have an unhealthy obsession with… quick, consistent, always delicious! (DTLA is the OG & best one)
– Steak: 555 steakhouse in Long Beach

– Smorgasboard LA on Sunday’s to get a real taste of LA Food, then walk over to Bodega for a cool streetwear experience.
– Salt & Straw: Ice cream shop that will blow your mind… trust us!

Then you want to see some nature and get the LA entertainment experiences:

Hiking: Runyon Canyon or Griffith park
Catch a show at a historic venue like the Hollywood Bowl, Greek Theater, or any club on the sunset strip.
Catch a movie at the Chinese Theater then walk around the Hollywood Walk of Fame.
Check out the Getty Center and the Petersen Auto Museum.
Otherwise, Check out the different neighborhoods, eat at some taco trucks, and see all the different corners of this wonderfully diverse city.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
This shoutout goes to a few people, first, my partner in this venture, Saman Razani. Saman has always been a genuinely inspiring person, his energy and optimism has always been consistent and a noticeably large part of his personality. He is always there to encourage others in our community to do and be their best, and is a true steward of positivity and helps everyone around him grow. He was there for me emotionally when I was hurt, and is the spark in getting this brand off the ground. Without him, I would be in a worse place, and I never would have had the courage to make this brand a reality. I owe him so much.

My girlfriend, Devyn Winner. She’s been my rock for over 4 years now, and has helped me through the roughest period of my life, through injury, losing friends and my old business. I wouldn’t even be in a position to do something like this without her constant love and support.

Website: www.ruokcollective.com

Instagram: https://www.instagram.com/ruok.collective

Facebook: https://www.facebook.com/profile.php?id=61567381307523

Youtube: https://www.youtube.com/@RUOKCOLLECTIVELA

Other: Blue Sky: https://bsky.app/profile/ruokcollective.bsky.social