# Athletic Russian Menswear This New Gosha Rubchinskiy Collection Was Made with FILA and Kappa By Riley von Niessen | Published 2016-12-05 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/new-gosha-rubchinskiy References: [hypebeast](http://hypebeast.com/2016/11/gosha-rubchinkiy-2017-spring-summer-collection-lookbook) & [shop.doverstreetmarket](http://shop.doverstreetmarket.com/dsm-holiday-specials/gosha-rubchinskiy-x-dsm) A selection of new Gosha Rubchinskiy menswear comes from the Russian designer's collaborative work with [FILA](https://www.trendhunter.com/trends/burger-king-and-fila) and [Kappa](https://www.trendhunter.com/trends/alpine-f1). The branding of each is included boldly on the apparel, which has a casual athletic look. In order to promote these styles, Gosha Rubchinskiy himself lensed a lookbook -- featuring two of his recent runway models, Felix Edwards and Jonathan Darby. One hoodie that especially stands out has the silhouette of a man and a woman on the front -- who lean with their backs against one another while sitting down. The same design decorates the sleeves as well and Kappa's name is shown beneath the silhouettes on the front. Another hoodie pays tribute to [FILA's contribution](https://www.trendhunter.com/trends/fila-4) most prominently, with the sportswear brand's logo covering much of the front. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 74% | Activity: 47% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Collaborative Menswear Collections:** The trend of fashion designers collaborating with sportswear brands presents opportunities for disruptive innovation in the fashion industry. - **Casual Athletic Apparel:** The rise of casual athletic apparel in menswear creates opportunities for disruptive innovation in the sportswear and athleisure industries. - **Branded Hoodies with Bold Graphics:** The popularity of hoodies with bold graphics and branding presents opportunities for disruptive innovation in the streetwear and urban fashion sectors. ### Who This Affects Most - **Fashion:** The fashion industry can explore disruptive innovation opportunities through the collaboration of fashion designers and sportswear brands. - **Sportswear:** The sportswear industry can capitalize on the trend of casual athletic apparel in menswear. - **Streetwear:** The streetwear industry has the potential to innovate through the production of branded hoodies with bold graphics and designs. ## Related on Trend Hunter - [QSR-Collaborative Streetwear Designs](https://www.trendhunter.com/trends/burger-king-and-fila.md) - [Fashionable Sportswear Collaborations](https://www.trendhunter.com/trends/asics-novalis-release.md) - [Brand Staple-Highlighting Luxe Fashion](https://www.trendhunter.com/trends/rathbonenewman.md) - [Reinvented Motorcross Gear](https://www.trendhunter.com/trends/kiko-kostadinov-x-fox-lab.md) - [Artisinal Athletic Wear](https://www.trendhunter.com/trends/junya-watanabe-x-reigning-champ.md) - [Football Series Capsules](https://www.trendhunter.com/trends/football-series.md) - [Premium Street-Informed Sportswear](https://www.trendhunter.com/trends/fila-4.md) - [Race Track-Ready Collaborative Capsules](https://www.trendhunter.com/trends/alpine-f1.md) - [Football Star Capsule](https://www.trendhunter.com/trends/tru-kolors-x-ae.md)