Gosha Rubchinskiy Revives His Iconic Brand with New Vision

Gosha Rubchinskiy is making a notable return with his newly relaunched brand. The designer, known for his controversial reputation, shared the revival news through an Instagram post back in February. Now, he’s ready to put his plans into action, as he expressed in a recent interview with Business of Fashion (BoF), stating he’s prepared to “start all over again.”

A selection of essential items, such as T-shirts, joggers, rucksacks, hoodies, and bomber jackets, is already available in the brand’s online store. Additionally, Rubchinskiy mentioned that jeans and coats will hit the shelves later this month. He is also exploring the possibility of venturing into couture but has no desire to participate in the conventional Fashion Week schedule. Instead, he envisions a “small world tour” to connect with his “fans” across countries like China, Japan, and the US.

While Rubchinskiy is currently focusing on direct-to-consumer sales, he doesn’t exclude the potential for collaborations with multi-brand retailers in the future. Opening his own boutiques may also be part of his long-term plans.

Rubchinskiy’s Comeback After Seven Years

This relaunch signifies a significant milestone for Rubchinskiy, who originally launched his brand in 2008. His journey back into the limelight comes after a challenging period marked by scandal in 2018, which suspended his rapid ascent—an era he shared with Vetements co-founder Demna Gvasalia. This downturn followed allegations of inappropriate messages sent to a minor, exacerbated by social media exposure. Rubchinskiy has always maintained that the exchanges were part of a casting process and taken out of context.

In the interview with BoF, he reiterated his stance and assured that moving forward, he would collaborate with a dedicated casting director to handle interactions with models and agencies.

The financing for this fresh chapter comes from his previous work savings and support from friends, which Rubchinskiy describes as a “collective endeavor.” After winding down his original label, he served as head of design for Yeezy, the fashion line by Ye, once known as Kanye West. Following West’s controversial loss of his partnership with Adidas in 2022, their collaboration concluded earlier this year, paving the way for a new partnership with Bikkembergs.