"Here is a photo of Cobrasnake streethorsing in his underwear." Just a few short years ago, you would have no idea what that meant, and you likely still don't understand half of it. "Streethorsing" is the wacky brandvertising concept/campaign from Euro clothing retailer WESC ("We Are the Superlative Conspiracy" — think American Apparel but a little less jailbaity). In brief, streethorsing involves participating in a fun-crazy pretend subculture of riding horses in the city, putting on a sort of Vice-style bravado punk persona thing. To support the drive, WESC has released a book chock fulla streethorsing-related photoshoppery, catalog porn, and fringe types doing vaguely horsey things as in the accompanying photo. Our deluxe version of the book came with a golden horseshoe, T-shirt, and moustache kit. The book can be found in WESC stores or ordered online (in Europe); we didn't have the heart to check the price.

Horseplay: A Streethorsing Retrospective [WESC]