Born to Winter

Autumn/Winter 24 for Rusty, built around a question the brand faces every year: what happens to surf culture in winter, when the waves pull back and nobody is going to the beach?

Born to Winter answers it by moving the ocean into the city. Our cast treat surf and skate as a philosophy rather than a sport, so they spend the season in a flat full of plants, vinyl and boards — cooking, dancing, reading — and when they need air they run the stairwell up to the roof, where the sea is still visible and the cold is a reason to keep going rather than to stop.

We shot everyday actions with the adrenaline you would save for a wave: fisheye, flash and grain, a record flipped like a trick, a bannister ridden like a rail, surf and skate sounds under ordinary movement. The asphalt becomes the swell, and winter becomes part of the identity instead of a gap in it.

Concept, creative direction and art direction with Malena Conde at our studio, Xunta.