This morning, Gosha Rubchinskiy, the Russian designer of his eponymous label, posted a mysterious statement to Instagram. “We will stop Gosha Rubchinskiy brand as you’ve known it. We will have no more seasonal collections. Instead, something new is coming.”
What that “something new” might be is still a secret, but it’s not necessarily a step back for the brand. Considering that Rubchinskiy’s label is one of the standout examples of what “elevated streetwear” can be, it’s very likely that he’s about to drop something to shake up the industry once again. The designer dropped other clues that changes are coming in an interview yesterday with Hypebeast.
“For my own Gosha line, I’m a bit tired of doing season to season collections,” he said in the interview. “I want to change the strategy and do more project-based things. Maybe that means a womenswear line sometime. We want to do more collections and collaborations with Paccbet. Our capsule with Carhartt was only our first step.” He also talked about his main goal right now being to grow Paccbet, his newly launched skatewear label with his friend and pro-skater Tolia Titaev. Earlier this year, the brand dropped a 12-piece collection with Carhartt WIP. Rubchinskiy also told Hypebeast that he wants to open “Russia’s first real cool skate shop” in Moscow called Oktyabr.
Lately, more and more designers are moving away from traditional models, so it’s unsurprising that an innovator like Rubchinskiy would do the same. Vetements announced last year it would move away from the fashion calendar, and Public School is changing to a direct-to-consumer model. Streetwear works on a weekly or monthly schedule of drops, and it seems like traditional fashion might be taking a page from the world of streetwear.
The Business of Fashion received a quote from Comme des Garçons saying: “We are presently working with Gosha and his team on many projects for the next two to three years. We want to find a new way to make and sell product.”