Last month, Gosha Rubchinsky revealed PACCBET: his first dedicated skate brand created in tandem with close friend and skateboarder Tolia Titaev. The word itself translates from Russian to English as “sunrise”, or “dawn” and is the type of half-glass-full term you might hear a babushka sigh when longing for better days.

Over the past couple of years, Rubchinskiy has been routinely held up as a key figure in the ever-changing face of an emerging, post-Soviet Russia, with his design style as paradoxically patriotic as it is heretic. It’s an approach mirrored in the first PACCBET skate video, which sees Rubichinsky’s crew indulging in all the usual skate promo misdemeanours on the sacrosanct streets of Moscow, all the while conveying a sense of nationalistic pride through their choice of local soundtrack and imagery. Speaking in an accompanying interview with Kingpin, Rubichinskiy spoke of his homeland:

“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.”

Skateboarding has long informed the designer’s work, and he again reiterated his appreciation for the subculture, adding:

“I was part of pop culture before me and I’m sure will be in future. Skateboarding is one of the last subcultures 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.”

And his future hopes for PACCBET?

“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.”

Read the full interview — which also reveals further information on a new editorial with skaters Ben Kadow, Sean Pablo and Supreme — over at Kingpin, and then watch the promo video below.