Wearable Art: Meet the Post-Soviet Designer Making Demin Cool Again

Streetwear designer Gosha Rubchinskiy may have burst on the scene in 2008, his eponymous line is finally heating up, as it’s reported that athleisure is cooling down.

The former filmmaker, based in Moscow, melds a early-’90s Post-Soviet  style of oversized sweatshirts with modern high-fashion suiting, demin and accessories. And the designer has also collaborated with brands, including Levi’s, on the iconic trucker jacket.

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Image Credit: Collier Schorr

Despite being lumped in a “Post-Soviet youth culture” fashion category along with Demna Gvasalia and Lotta Volkova, Rubchinskiy rejects the comparison.

“I feel, myself, like an international artist,” he tells W Magazine. “Not like Russian, local thing,” adding, “I don’t like when people say—‘Oh, Gosha does the post-Soviet Russian thing.’ I think, no.”

He goes on to say “I try to speak about the current moment. That’s why I’m hanging always with young kids, because I want to see what’s happening in their heads. And I mix my emotions, my great memories, with what is cool and great for now.”

Can’t wait to see what this hypermodern designer has in store in 2018.