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August 21, 2007 > High fashion

High fashion

By AP Wire Service

PHOENIX (AP), Aug 18 Worried that new pair of high-fashion jeans may just make your butt look fat?

Now shoppers in one upscale Scottsdale store can check it out for themselves before someone else makes the observation _ using the Butt Cam, a camera positioned just so that's connected to a video screen on a dressing room wall.

The cameras at Hub Clothing illustrate what many already know _ the most important test of a great pair of jeans is how they look from behind.

Hub, which sells mens and womens jeans for between $135 and $900, rolled out the cameras this week, and already they've created a buzz.

``It gives you a perspective that you can't find any other way,'' said Kip Merritt, a 50-year-old interior designer who was checking himself out in front of the camera. ``What other choices do you have? A three-way mirror?''

Hub co-owner Tom Simon, a 30-year veteran of the retail industry, came up with the Butt Cam after watching customers twist and turn in front of mirrors to check out their derrieres.

``They want to look good to other people, not just themselves,'' Simon said. ``And even though it seems ridiculous, there's nothing you wear more than jeans.''

The setup also allows Hub employees to display views of their more confident shoppers on flat-screen TVs behind the cash registers for all to see.

Hub sales associate Alyssa Rodriguez, 19, said the Butt Cam has been just as popular with men as with women.

``Everybody's been coming in to look at it. They get a kick out of it,'' Rodriguez said.


Information from: The Arizona Republic,

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