Gosha Rubchinskiy Relaunches Namesake Label with New Casting Policy and Online Sales
After a multi-year hiatus, Russian designer Gosha Rubchinskiy is back with a bang, officially relaunching his eponymous brand. The influential voice of post-Soviet streetwear in the 2010s is ready to start fresh, as he stated in an interview with Business of Fashion. The brand’s comeback marks a new chapter for Rubchinskiy, who closed his label in 2018.
The relaunch will begin with a range of essential items, including T-shirts, sweatpants, and hoodies for both men and women. Rubchinskiy explains that this measured approach is like building a house, starting with the foundations and gradually expanding to more complex pieces like jeans and coats. He even has plans to venture into couture and womenswear in the future.
In addition to the new collection, the brand has also implemented a new casting policy. This change is a direct response to a 2018 scandal where a minor accused Rubchinskiy of soliciting inappropriate images online. The designer has consistently denied the allegations, stating that his comments were taken out of context. He addresses the change in policy, stating, “I was perhaps naive thinking that model casting can be done via text messages… But if you were to have a live casting with your team present, then of course the whole thing would be quite different, hence the change in our casting policy.”
Rubchinskiy’s brand initially closed in 2018 when he parted ways with COMME des GARÇONS, which handled the business and trademarks of his label, as well as the label Rassvet he co-founded in 2022. He later resurfaced as the head of design for YEEZY before leaving to focus on his own brand. With the relaunch of his eponymous label, Rubchinskiy plans to sell basics online and collaborate with retailers on special collections. Instead of traditional fashion week shows, he will opt for a “small world tour” to showcase his brand.
