Words by

Eliza Sholly

On the streetwear scale of what’s cool, Gosha Rubchinskiy ranks pretty high.

Just ask the staff of Dover Street Market, as they will attest to the cult-like queues that his launches attract.

Despite this, little is known about Rubchinskiy himself. He shies away from the spotlight, preferring the company of the skater community, artists and the young creatives that he collaborates with.

One of these collaborators is Tolia Titaev, a professional skater, friend and muse to the designer. So much so that the duo is starting a new label: PACCBET.

“We started to play with the notion of PACCBET and realised it was a perfect name for us! PACCBET (RASSVET) means sunrise. РАССВЕТ is a power, the beginning of a new day. A new day, a new life, a new world,” Titaev told Dazed about the label.

“The idea of PACCBET originated a couple years ago when we started thinking about creating a new Russian skateboard brand. We had tried to make a few skateboards by ourselves in the past, with other names, but every time it was a disaster and we never managed to finish the projects.”

Designed by Titaev himself, the debut collection ticks majority of the functionality boxes, comprised of T-shirts, sweatshirts and skateboards. And like Rubchinskiy’s label, PACCBET is produced by Comme des Garçons.

“We designed clothes to skate in. It’s mean streetwear I think.”

The range drops in Dover Street Market and at Paris Trading Museum on September 17.

[Via Dazed]

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