Man about Soviet town Gosha Rubchinskiy is showing no signs of slowing down with his newly unveiled collaboration with beloved Burberry.
The collection is great, obviously. A trench coat cut up into two colours. Oversized logo T-shirts. Short shorts. Baggy blue tailoring. Endless bucket hats.
But why Burberry?
"It's because of St Petersburg," the designer told The Financial Times. "It was the first city in Russia to have football, in the 19th century. It was introduced by English people, so I thought let's do something with an English brand. I thought, which brand is most iconic. It's Burberry. It suits many things in the collection, like underground electronic music, like football, England, Russia, club culture."
Remember when Burberry was adopted en masse by the nation's footballers, soap actors, and a head-to-toe Danniella Westbrook? Yeah. Selfridges didn't even bother stocking the brand. Since then, however, they've done everything in their power to disassociate themselves with any and all links to this era - in particular, the football culture, and, by extension, hooliganism.
Which makes Rubchinskiy's open referencing to 90s football and rave culture pretty damn bold.
Might this ignite a new chapter for the British giant? We certainly hope so.