If the name Gosha Rubchinskiy does not ring a bell by now then you are clearly not a victim of the current fashion craze of Russian-inspired “street wear”. I am calling it street wear because a lot of what is out there (the hoodies, tracksuits, sneakers) are pretty much my idea of what the Russian equivalent of an “urban youth” would wear. In a nutshell, the poor man’s wardrobe which has now been – can I say appropriated? – by the rich and this boy genius Gosha figures he can sell Cyrillic font on cotton at a six-figure price. If your current budget is more babushka on a budget than exiled Oligarch living it large, then this affordable version should do.