Photography- Sasha Mademuaselle
Streetwear and sportswear have been increasingly present on the runways of late but but it’s the sub-genre of skate wear that’s really transforming menswear at the minute. Certain elements from skate culture have become ubiquitous recently, everything from Vans to Thrasher t-shirts have become inescapable. It seems that with a recent surprise announcement from Gosha Rubchinskiy that skateboarding is set to continue its meteoric rise through the ranks of fashion trends.
Paccbet is Rubchinskiy’s new label, inspired entirely by skate culture. I bet Avril Lavigne feels pretty stupid right about now. Gosha has carved quite a niche by street casting young skaters and creating his own ensemble for his shows and lookbook shoots so it feels, in part, that he’s repaying the culture with this new line. In fact the head designer for Paccbet will be Tolia Titaev, pro-skateboarding BFF to Gosha.
Paccbet is Russian for “sunrise” although colloquially it means something more like “bright future“. The line launches in Dover Street Market tomorrow and if his other collections are anything to go by, it won’t hang around for long. One final thing, it’s pronounced “rasvet“, lord help anyone pronouncing it phonetically.