DL1961 #ButtCam is a unique video showcasing a day in the life of a couple who spends their morning to night wearing DL1961, with the camera focusing on their rearview to show how their jeans never bag or lose shape. Shot in New York City’s most notable settings, the video is directed by Vincent Lacrocq and model Kristell Chenut alongside skateboarder and Founder of Along Brand, David Lopez.

The video lives on YouTube and the DL1961’s website, but encourages denim fans to join the movement and shoot their own #ButtCam videos on Instagram though January 10th for the chance to win a $500 gift card and be featured on the site.

No Selfies, kiddos, get your better other half/BFF or neighbour to insta you and your butt in some awesome DL’s!