Boss Orange by Hugo Boss contacted me with an Urban Beach concept, ‘reflecting the youth culture of skaters, surfers, musicians + artists.’ At first they considered Miami Beach and Venice Beach, but rejected them as too recognizable. They then shifted the focus to Rockaway, Coney Island and Brighton Beach. I told them there was still too much Sandy damage and reconstruction in those areas, so we switched our attention to the Jersey Shore. I scouted the Shore from Margate, Ventnor and Atlantic City in the south, to Asbury Park in the north. They eventually decided to shoot in Asbury Park, which has really staged an impressive comeback. The photographer was Alasdair McLellan.
