The subjects of Prince's rephotographs are the photos of others. He is photographing the works of other photographers, who in the case of the cowboys, had been hired by Marlboro to create images depicting cowboys. Prince described his process in a 2003 interview by Steve Lafreiniere in "Artforum". "I had limited technical skills regarding the camera. Actually I had no skills. I played the camera. I used a cheap commercial lab to blow up the pictures. I made editions of two. I never went into a darkroom."