Gosha Rubchinskiy's Brand is Over "as You've Known it"

Russian fashion brand Gosha Rubchinskiy is up to something. The designer announced via Instagram on Wednesday that his eponymous label is undergoing a significant shift, as “something new” is in the works. As of now, Rubchinskiy will halt all seasonal runway shows and offerings to make way for a secretive new project.

As the designer said in an interview with Hypebeast this week, “I'm a bit tired of doing season to season collections. 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 [the new skate label that Rubchinskiy launched with his long-time friend and pro-skater Tolia Titaev].”

Interestingly, the announcement follows directly after Comme des Garçons chief Adrian Joffe revealed that the powerhouse that is the Comme des Garçons corporate entity has a new direct-to-consumer brand in the works. The new project will bring Comme’s holdings up to 18 brands, one of which is, of course, Gosha Rubchinskiy.

Mr. Rubchinskiy, himself, has been responsible for the creative side of the brand, including the design of the collections, while Comme des Garçons operates the business-side of Gosha Rubchinskiy label, including its production, sales, marketing and distribution. This includes Joffe and his team “basically giving [Rubchinskiy] a rough structure: three to five jackets, two to three shirts, t-shirts, sweatshirts, joggers, lots of accessories. Within these parameters he’s pretty free,” Joffe explained of the parties’ relationship. He also oversees the stocking of Gosha Rubchinskiy wares at the various CdG-owned Dover Street Market outposts.

As of 2012, Comme des Garçons has been holder of all Gosha Rubchinskiy brand intellectual property, including the brand’s valuable trademarks (which includes the brand name and any logos).