Word on the street is that everyone’s favorite post-Soviet streetwear designer will soon be launching his very-own fragrance. WWD reports that Gosha Rubchinsiy’s first foray into aromas could hit retailers as early as October. It would certainly make sense, given that Gosha’s parent label COMME des GARÇONS has a hugely successful line of fragrances.

Most luxury houses make the vast majority of their money from fragrances and accessories. They’re a much more affordable and accessible way for people to buy into a brand (how many people, realistically, have a few grand lying around for a Dior jacket?), and they’ve also got extremely high profit margins. Given that Rubchinskiy’s SS17 collection was his most accessible yet, a Gosha fragrance would certainly make financial sense.

But how would it smell? Given that Gosha is perpetually enamored with youth and masculinity, maybe we can expect some sort of luxe interpretation of Axe, Lynx or any of the other cheap deodorants that you’d find in school locker rooms all over the world.

Nothing’s set in stone, of course, but WWD is an industry resource for power moves and gossip, so it’s safe to say there’s a high chance of Gosha launching a fragrance sometime in the not-so-distant future.

  • Cover Image:CG Watkins / Highsnobiety.com
Words by Alec Leach
Freelance Writer/Editor/Consultant

Alec Leach grew up in Brighton, England, but now lives in Berlin

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