What happens when skateboarding meets post-Soviet youth culture? Iconic brands like Rassvet (pronounced “Rass-vyet”) emerge. Founded by Moscow designer Gosha Rubchinskiy and skater Tolia Titaev, the brand produces authentic apparel that conveys the atmospheric vibe of the Russian skater scene. Get carried away – and order Rassvet’s signature streetwear designs from Cheap Atelier-lumieres Jordan Outlet!
Inspired by Outsiders: From around 2006, the Moscow party scene opened up - where luxury and exclusivity had previously set the tone, parties with a mixed audience now also took place. Here Rubchinskiy met the skater scene, which inspired the young artist to create artsy photo series in urban environments. Rubchinsky had previously worked as a stylist and costume designer - he now also took inspiration for his own fashion collection from his collaboration with the skaters. The name of his label at the time: Gosha Rubchinskiy.
Positive reviews followed, the brand was distributed by Comme de Garçons, international fashion shows and collabs with several well-known brands - including adidas , Levi's, Burberry and Dr. Martens. The bromance between Gosha and the well-known skater Tolia Titaev finally triggered the start of a new chapter: in 2016, the two founded the new skater label Rassvet - translated in German, Rassvet means something like "unfolding", "twilight" or simply " Sunrise". A fresh streetwear brand was at the start!
Fun fact: Among the label's designs there is a long-sleeved shirt that has the Cyrillic inscription "This is not PACCBET". This alludes to the fact that the Cyrillic lettering for Rassvet – “Рассвет” – is so often mispronounced.
In other dimensions: Until a few years ago, skating was rather unpopular in Russian cities - so a completely different skater scene emerged here, which sees itself as a subculture even more than in other countries.
This background is what creates the authentic spirit of Rassvet - mixed with post-Soviet aesthetics that bring strong echoes of the 90s to the board. Rubchinskiy and Titaev understand how to convey this in a unique way through their designs.
Rassvet is absolutely unique street style chic: idiosyncratic styles, an experimental attitude and the strong presence of the distinctive lettering in Cyrillic letters characterize the look - from Rassvet hoodies to the brand's caps .
In the Cheap Atelier-lumieres Jordan Outlet online shop you will find the latest styles from Rassvet: Dress in authentic clothing from the Rassvet cap to the socks - and upgrade your look with the iconic skater look!
