Hundreds of the group’s acolytes gathered on the shoreline in their best formal wear – gowns, tuxedos, top hats, monocles – before plunging into the water fully clothed.
Meanwhile, those not in on the gag, which would be just about anyone else hanging around Coney Island or Brighton Beach, let loose a series of guffaws as they tried to figure out what was going on.
Did you catch the black tie crew? What was your reaction?
All of the photos for this post were taken by Dave Bledsoe/FreeVerse Photography, who generously posted them with a Creative Commons license on Flickr. Check out his photostream for more.