Russian designer brand known for its post-Soviet streetwear, Cyrillic typography, and influential skate and youth culture aesthetic.
ORIGIN
Russia
PRICE TIER
contemporary
Founded in 2008 by Russian designer and photographer Gosha Rubchinskiy, the brand became a defining force in streetwear by channeling the raw energy of post-Soviet youth. Inspired by Moscow’s skate, football, and rave scenes of the 1990s, the label’s collections featured Cyrillic-emblazoned sweatshirts, tracksuits, and re-appropriated sportswear. Rubchinskiy’s early, self-funded shows caught the attention of Adrian Joffe, president of Comme des Garçons, which began producing and distributing the brand in 2012. This partnership propelled it onto the global stage, leading to high-profile collaborations with adidas, Burberry, and Levi's, and cementing its status as a cult favorite worn by artists like A$AP Rocky.