Your New Shopping Assistant: The Booty Cam


NEW YORK (MainStreet) – Hold onto your butts: A denim retailer wants to change the way you shop for jeans by sticking a video camera in your dressing room.

No, it’s not as creepy as it sounds: The camera is a closed-circuit one, set at butt level and hooked up to a TV screen in the changing room. The idea is that instead of craning over your shoulder to see how your butt looks in that pair of jeans, you can instead position your posterior in front of the camera and view your booty as the world does. In this sense it’s similar to the backwards-facing cameras installed in some cars, which give you a different sort of rear view.

The “Booty Cam” is the brainchild of Mark Werts, owner of California-based jeans retailer American Rag Cie. Werts is teaming up with Levi Strauss to open a chain of premium jeans stores called Industrie Denim, two of which already began operating this year in San Francisco and Scottsdale, Ariz. Both stores feature the Booty Cam, as will additional stores expected to open next year at other locations across the country.

Of course, some people might have concerns about having a camera in the dressing room with them. Dorothy Mannfolk, a spokeswoman for Werts, says there’s no chance of a third party using the system to spy on your booty.

“It’s a closed-circuit television, so no one has to worry about having their privacy invaded,” she says, adding that shoppers also have the option of using changing rooms without the camera.

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