London, 2007: The story of Orlebar Brown and the model "Setter" began with the intention and the objective to produce wearable and stylish beachwear for men. When founder of the label, Adam Brown, visited Rajastan on the occasion of the 40th birthday of a friend, he had the idea of founding a label and producing his own swim shorts. He is very candid about the occasion that led to his inspiration: "... the party guests were mostly designers, or at least people with a good sense for aesthetics. It was an eclectic mix of couples, singles, gays and heteros, all aged between 25 and 55. I looked at them all – possibly with a too critical eye of the photographer – and thought to myself that all the women looked great, but the men frankly looked pretty terrible. They were all wearing these awful, brightly patterned boxer shorts with an elasticated waist, or loose-fitting board shorts that were hanging much too low in the back – which may look alright on a 17-year-old, but I can't say the same for men over 30." The newly founded label created a pair of shorts that could not really be described as swim shorts, but which was more of an elegant all-round talent, suitable for poolside or beach, and which a stylish man could also wear at lunch, or look good in while lounging at the hotel bar. The trendsetters of the British label Orlebar Brown also create all-round talents that can be worn away from the water. The famous "Setter" model is worn by actor Ryan Reynolds, male model Johannes Huebel, and rapper Jay-Z, and is a definite must-have for the 2014 beach wardrobe.