RUSHEV
Brand DNA
Experimental and bold combinations of noble metals and plastics, baroque pearls, and crystals.
Concept
RUSHEV products are not just accessories; they are statements and the dominant element of style around which the entire look is built. The collections are released in limited editions but with frequent drops. This approach maintains exclusivity for buyers while offering a wide variety of styles. RUSHEV's pieces redefine everyday fashion, giving it a unique voice.
Brand History
Georgiy Rushev founded the brand in 2010. It all started with custom-made, one-of-a-kind, bold statement pieces, including necklaces and headpieces. The first significant step for the brand was a collection of hats that Georgiy created for the local concept store Liberty. From there, the brand grew steadily, with a significant surge in the last few years.
From the beginning, Georgiy prioritized creating a unique, conceptual product with a distinct aesthetic and character over sales. "We could easily produce a mass-market product without changing consumer culture," Georgiy says. "It’s quick and profitable. But for us, it’s incredibly uninteresting."
Georgiy has collaborated with brands like Alena Akhmadullina and Bessarion, presented a series of lighter cases in collaboration with Bic, and created exclusive bracelets for members of the "Faustus" club—a project by Konstantin Bogomolov. The RUSHEV brand has been showcased at Mercedes-Benz Fashion Week Russia, in Paris, and in Milan.