PACCBET, which means sunrise, is a new skate company out of Russia, and is designed by Gosha Rubchinskiy and his close friend and skater Tolia Titaev. Along with their first promotional video, which features the crew skateboarding in Moscow, we have brought you an interview with Gosha and Tolia. The film premiered in London and Moscow, and is now online. Although Gosha’s work is often associated with the fashion world, PACCBET testifies to his genuine interest in urban subcultures. Read on to find out a little bit about how these two want to portray Russia and its skate scene to the wider world.
Words: Daryl Mersom, Matt Broadley | Pics: Courtesy of PACCBET
Gosha – you are very interested in subcultures, for instance, skateboarding. Do you see that your work brings skateboarding into popular culture, and puts it in front of the masses? How do you feel about how skateboarding is being represented by the mainstream media in 2016?
Gosha: It was a part of pop culture before me and I'm sure will be in future. Skateboarding is one of the last subculture we have today. All my friends are skaters. So it is very natural for me to speak about it in my works. I don't care about masses, I only do things I like.
What attracts you to the way skaters move around the city? You photograph them a lot.
G: It is the way to be free and stay young.
»Skateboarding is one of the last subculture we have today«
Skateboarding transcends national borders, and we skaters enjoy worldwide connections. Does this appeal to you. You have spoken before about how Russia is negatively portrayed in the mass media.
G: Yes, it is my favourite thing about skateboarding! The same with music, it can connect people from around the world so easy! We want to show Russia's beauty, we have the best cities and spots to skate.
Gosha you have said that your work is for the kids, and to show the scene. Will PACCBET have a team? And will it be stocked in skateshops, or just fashion shops?
G: PACCBET project is for everyone who likes it. You will find our products in skateshops as well as in some fashion stores.
In Dover Street Market the clothing is expensive, but the boards are standard prices. Are you marketing the boards at skaters, and the clothes at fashion consumers? The pricing suggests that you have two separate demographics in mind.
G: Our idea is to do PACCBET cheaper than the Gosha main line. We don't want to separate consumers. But PACCBET is more about basics.
»PACCBET is 100% a skate company«
So far PACCBET has released lifestyle shots and a video on Dazed. Will you be releasing skate trick adverts, and putting them in magazines?
Tolia: Yes, we filmed our video for this collection and it is online now! It's like a promo video filmed by Oleg Kulev my best friend - he is also a good skater. In the video you will see only spots in Moscow. We filmed it over three months.
What is PACCBET? Streetwear? A skate company?
T: PACCBET is 100% a skate company.
G: PACCBET is a family.
»We don't have big names like Supreme, FA or Hockey. So we want to do our story about Russia«
Tolia, I have seen on your Instagram that Ben Kadow and Sean Pablo came to Russia. And I see you put Supreme stickers on your boards, and skate in Cons. How will PACCBET be different to FA or Hockey, or do they share a similar vibe? Do you see a connection between your aesthetics?
T: Yeah the guys were in Moscow. We are shooting a new editorial for Supreme here.
It was nice, we had one session in one of skate plazas in Moscow. The kids were excited. Stickers are just stickers. I'm on the Cons Russia team. PACCBET is a Russian skate brand, we have our young team and our own vision of skateboarding. Jason Dill does a great job and at this point FA and HOCKEY already are big companies that we respect. They have legends on the team: Jason, Dylan, Andrew, Gino! But we don't have big names like them. So we want to do our story about Russia. Try to show to the world from our side. Tell our story about skateboarding and show that it is a big culture here. And support young talented skaters around.
Tolia, do you ever find yourself at fashion events and, as a skater, think that this is so far from hanging out at a street spot with some friends and beers?
T: Yo, hanging out at a street spot with friends and beer is my favourite thing! I'm never going to change it for anything.
»Yo, hanging out at a street spot with friends and beer is my favourite thing!«
Gosha, you have used the Thrasher and FA fonts on clothing before. How do you think of these? Are they homages, recontextualizations, or something else?
G: Yes, it is homage, recontextualization and maybe something else.
It looks like Moscow has a lot of spots. What is the attitude towards skaters like there? Do you get kicked out a lot?
T: Yeah now Moscow has a lot of spots! Now the city is preparing for the football championship in 2018! New spots come up every week! There is marble everywhere! The attitude is the same as anywhere. We get kicked out too!
Where is the main meet up spot in Moscow?
T: October metro station, at the Lenin monument.
How many crews of skaters are there in Moscow right now? Which other ones should we look out for?
T: We have a lot! Absurd, that is my sponsor for skateboards, Union - crazy competition guys, Dura!!! And many many more.