Skip to main content
BoF Logo

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.

Gosha Rubchinskiy to Design Yeezy, Relaunch Namesake Label

The Russian designer has teamed up with rapper Kanye West to design menswear for Yeezy and inked a deal with a new financial backer to relaunch his Gosha Rubchinskiy label.
Gosha Rubchinskiy has joined Yeezy and inked a deal with a new financial backer to rebuild his namesake brand.
Gosha Rubchinskiy has joined Yeezy and inked a deal with a new financial backer to rebuild his namesake brand. (Gosha Rubchinskiy)

GoshYe? Whatever you call it, Russian designer Gosha Rubchinskiy and the rapper formerly known as Kanye West — two of streetwear’s most influential and famously cancelled figures — are joining forces.

West, now known as Ye, has appointed Rubchinskiy head of design at the rapper’s Yeezy brand, whose multi-billion-dollar sneaker deal with Adidas was terminated last year after Ye made a series of inflammatory statements that veered into antisemitism.

Rubchinskiy — who began working with Ye a few months ago, designing the cover artwork and merch for “Vultures,” the rapper’s new album with Ty Dolla $ign — will oversee Yeezy’s men’s offering.

“I’m delighted to join Yeezy as the head designer,” Rubchinskiy told BoF. “This opportunity allows us to merge our creative visions and build bridges, highlighting the transformative power of culture.”

ADVERTISEMENT

The same belief — that cultural products can create common ground in a polarised world where mistrust and cancellation are common — is at the core of a push to relaunch the Gosha Rubchinskiy brand, too.

The label rocketed to success with a post-Soviet, skater-inflected concept backed by Comme des Garçons before shuttering in 2018 after the designer faced misconduct allegations that tainted his public image.

Now, Rubchinskiy, who last year parted ways with Comme des Garçons and the Rassvet label which he co-founded in 2016, has inked a deal with a new financial backer and aims to rebuild his namesake business. His first collection for the revamped brand will drop next year.

“We’re delighted to introduce the new direction of the Gosha Rubchinskiy fashion brand as an independent creative powerhouse. Stepping away from the Comme des Garçons and Rassvet family, our brand is forging its own path,” the label said in a statement.

Further Reading

How Comme des Garçons Grew Gosha Rubchinskiy

BoF spoke exclusively with Gosha Rubchinskiy and Adrian Joffe, president of Comme des Garçons, to learn how the company catalysed the rapid growth of the skater-inflected fashion label.

About the author
Vikram Alexei Kansara
Vikram Alexei Kansara

Vikram Alexei Kansara is Editorial Director at The Business of Fashion. He is based in London and oversees BoF’s luxury, fashion week, sustainability, global markets and opinion verticals.

In This Article
Topics
Organisations

© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

The Existential Threat to Independent Brands

This week, The Vampire’s Wife announced its closure and Dion Lee called in administrators, only days after Mara Hoffman said it was shutting down and Roksanda narrowly escaped administration. Many more may follow.


How Chopard Seizes the Red Carpet Spotlight in Cannes

The Swiss brand out-sparkles rivals with a strategy aimed at driving sales as well as image. This year the company dressed Greta Gerwig, Demi Moore and Bella Hadid as well as hosting clients to view (and purchase) its high jewellery range.


view more

Subscribe to the BoF Daily Digest

The essential daily round-up of fashion news, analysis, and breaking news alerts.

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2024 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.