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The Hashtag You Never Knew You Needed, Courtesy of DL1961

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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.

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