Russian streetwear founder says draft notices cost him his key staff as a sales slump and a fuel crisis batter ‘Marcelo Miracles’

Warning: This article contains explicit language.

The Russian streetwear brand Marcelo Miracles is on the verge of shutting down. Its founder, Mark Rodovsky, announced the news in a video that appeared on July 14 on his Instagram page and the company’s social media accounts.

“Well, looks like this moment has now come for us too. We’re fucked,” Rodovsky said at the start of the video.

Rodovsky said several key employees left the company over the past year: the head designer, the production manager (who coordinated work with Chinese factories), and the head of the IT department. All three received draft notices within a single month.

He did not say exactly when this happened. Some of the employees went into the military, he said, and others left the country in a hurry. None of them had time to hand off their duties. Rodovsky hired new employees, but the workflows the company had built could not be fully preserved. In the video, Rodovsky described what happened next:

Because of the difficult economic situation, people are no longer willing to pay the old prices for the same items, Rodovsky said. The brand’s order volume is not growing, while costs keep rising because contractors “raise prices on everything practically every month.”

More recently, gasoline shortages have compounded these problems. Because of the fuel crisis, which has hit every region of the country, the company expects the price of “absolutely everything” to go up. Attempts to adapt to the new conditions have come to nothing, Rodovsky said.

“We’ve taken a critical number of hits to the business lately,” he said. The company, he added, might not be able to cope with all of its problems.

Rodovsky founded Marcelo Miracles in 2016, when he was in his final year of high school, Forbes Russia reported. He promoted his clothing with help from musicians he knew, then only beginning to gain popularity. Among them were Yekaterina Kishchuk, who spent three years performing with the group Serebro, and the collective YungRussia, which included the rapper Pharaoh, whose real name is Gleb Golubin.

In 2021, Marcelo Miracles’ revenue reached 62 million rubles, up from 800,000 rubles in the brand’s first year of operation, according to Forbes Russia.

At the end of 2022, after Russia announced a partial military mobilization, Rodovsky moved to France on a talent visa. He said that he had always wanted to enter international markets but that arranging sales abroad from Moscow would have been difficult because of sanctions. In February 2024, he opened a Marcelo Miracles boutique in Paris.

Even so, the brand continued operating in Russia: in late summer 2025, the Marcelo Miracles Shop & Bar — part boutique, part restaurant — opened in Moscow. In 2026, Forbes Russia included Rodovsky on its “30 Under 30” list of the most promising young Russians.

In the video, Rodovsky said the brand’s future in Russia depends on the success of its next clothing collection. He did not say whether the current problems would affect his business in Europe.