Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.
In ridiculous advertisement-cum-giveaway news, DL1961 Premium Jeans has just launched a #ButtCam campaign. The 30-second video shows the backsides of model Kristell Chenut and skateboarder David Lopez as a New York City couple living their day in their most favorite denim, which never sags or loses its shape and shows off its "day-to-night" versatility—or so they say.
And the brand wants to see your #ButtCam, too. Upload your own version to Instagram with that hashtag between now and January 10th for a chance to win a $500 gift card. Check out the full video below, and start doing squats in anticipation of your shoot.