Russian streetwear brand 'Marcelo Miracles' on brink of closure; founder cites draft notices, sales drop, fuel crisis
Mark Rodovsky, founder of the Russian streetwear brand Marcelo Miracles, announced the company is on the verge of shutting down due to draft notices causing key staff departures, a 30% sales decline, and a fuel crisis raising costs.
Rodovsky announced in a video posted on July 14 on Instagram and the company's social media that Marcelo Miracles is in serious trouble. Over the past year, several key employees left: the head designer, the production manager who coordinated with Chinese factories, and the head of the IT department. All three received draft notices within one month. Some went into the military, others left the country hastily, unable to hand over their duties. Rodovsky hired replacements, but the established workflows could not be fully preserved.
Logistics then collapsed—it became more expensive, complex, with more paperwork and inspections. A crisis hit the fashion industry at the end of last year. Sales dropped 30% both online and offline. Rodovsky said due to the difficult economic situation, consumers are no longer willing to pay previous prices. Order volume is not growing while costs keep rising as contractors "raise prices on everything practically every month."
Recently, gasoline shortages have exacerbated problems due to a fuel crisis affecting all Russian regions. The company expects the price of "absolutely everything" to increase. Attempts to adapt have been futile. Rodovsky said, "We’ve taken a critical number of hits to the business lately." The company might not cope with all its problems.
Rodovsky founded Marcelo Miracles in 2016 when he was in his final year of high school, according to Forbes Russia. He promoted the brand with help from musicians, including Yekaterina Kishchuk and the YungRussia collective featuring rapper Pharaoh. In 2021, revenue reached 62 million rubles, up from 800,000 rubles in the first year. At the end of 2022, after Russia announced partial mobilization, Rodovsky moved to France on a talent visa. In February 2024, he opened a Marcelo Miracles boutique in Paris. The brand continued operating in Russia: in late summer 2025, Marcelo Miracles Shop & Bar opened in Moscow. In 2026, Forbes Russia included Rodovsky on its "30 Under 30" list.
In the video, Rodovsky said the brand's future in Russia depends on the success of its next collection. He did not say whether current problems affect his European business.
