An introduction to гопник

The post-soviet culture reached the western world after the Perestroika at the early ’90s.
In this period we see Americans companies and European as well landing in this virgin land once called URSS.
I remember when I was a child, having a Milky Way or Nesquik, it was something very expensive when I was in Kaluga, mother’s city near Moscow. Then I grew up mostly in Italy, where I came from, and I felt a sort of “alien” since nowadays, my childhood was compromised by the Russian post-soviet.

I’d say alien because I do and think things that seem strange for a West culture person, and vice-versa.
West people know mostly East Europeans for stereotypes as Adidas, vodka, weapons, squats and eating sunflower seeds.
It’s true, sadly, but It’s not for every citizen of course.
This subculture is called Gopnik, the name comes probably from the Ukrainian public housing where the lowest working class used to live, drink and suffer in name of the communism.
But why all the East European country are so similar?

Vodka is the glue that links all the answers.
Historically speaking Vodka were used to soldiers to “conquer peacefully” the remote countrysides of Siberia or Mongolia, populations that never saw a single drop of alcohol.
During the URSS all the countries, even the satellites states, used to eat, wear and speak the same languages. Today you won’t find easily a Romanian or Polish speaking in Russian, but it was taught in the schools to create a unique empire.

Like all the other communist countries, there were the parties managers, middle class, and the working class.
In the beginning, we used to see Adidas Tracksuit mixed with leather shoes (which were mostly Cuban, another communist country), and this kind of tracksuit was seen as a luxurious garment, as the Milky Way when I was a child, so it’s easy to see even nowadays an East European marriage where the grooms wears Adidas.

We collaborated with the hardcore Russian model @iismail, his face was 3D scanned and I used the post soviet subculture to join the past with the present streetwear culture.

3D by @thedholes

Creative direction @melodrammacruccu