Brand Analysis

Gosha Rubchinskiy, as a brand, is known for its exclusivity. They don’t have an online purchasing outlet or any physical stores, so the clothes are only available at high fashion retailers such as Dover Street Market and Barney’s, as well as other online retailers. Gosha’s skate culture-inspired ready-to-wear touches on 1980s hip-hop and Soviet street style with its own unique aesthetic. He also takes inspiration from the fall of the Iron Curtain, as well as his own experiences to create his collections. There is a strong presence of Russian iconography from both the past and the present, as most products are decorated with logo prints in Cyrillic and some are even detailed with the flag of the Russian Federation.

The fashion world tends to focus all of its attention on the main Fashion Week hot-spots: New York, London, Paris, and Milan. Eastern European styles have often been overlooked and undervalued until recently and Gosha is a major reason for the growing demand of these unusual markets. Gosha Rubchinskiy has crafted a brand that is growing in popularity at a remarkable speed since its debut in 2008. Gosha, also a photographer, believes that memorable fashion doesn’t necessarily have to be luxury. His creations focus on individuality and controversy, to which people are responding in a tremendously positive way.

Gosha Rubchinskiy is unique because the brand’s social media presence is nonexistent. The only social media channel they exist on is Instagram, but it’s not updated regularly, or at all for that matter. The Instagram account has a total of four posts, and of those four posts, every single one is from January of this year. The posts have no captions or location tags, and the account itself has no profile photo or biographic information besides a link to a website. The website has nothing on it besides the iconic Cyrillic logo print and an email address for contact. Although I don’t have much to work with when it comes to existing social media, Gosha Rubchinskiy is constantly featured on social media platforms of fashion blogs and influencers. It’s extremely unusual for a fashion brand of such rising popularity to not have any sort of social media presence since nowadays, brands heavily rely on social media to create a mass following. Gosha is especially unique because they have captured the mass following that so many brands work tirelessly for, but they’ve achieved this status through mysterious exclusivity. People are dying to get their hands on this stuff.