I think he takes on a persona (like Keith Lemon/Leigh Frances) bet he's washes his hair, puts on 'normal' clothes & goes round the shops unnoticed when he's not being 'Russell'.
ladybirder, no he isn't a moron but he certainly does a good impression of one and certainly impresses morons. Sadly that doesn't say much for some of my younger friends who haven't come across the likes of him before..