DL1961 Butt Cam Campaign


DL1961 as a premium denim brand is nothing short of innovative. Their recently launched campaign is called Butt Cam, a video that showcases a day in the life of a New York couple that spends their day wearing a pair of DL1961 jeans. The #ButtCam video shows their day from the morning to the evening with the camera focusing on their rearview to show how the jeans never bag or lose shape.

The video is shot in one of New York City’s notable settings, it is directed by Vincent Lacroq and model Kristell Chenut along with skateboarder and founder of Along Brand, David Lopez.

The video shows the couple from the moment they get up in the morning and get ready by slipping into their DL1961 jeans, commuting, meetings, meals and back home. #ButtCam personifies DL1961’s concept of “day to night denim” jeans that can endure anything the toughest city in the world can throw at them. DL1961 Premium Denim depicts a lifestyle that encompasses the energy and hustle that the quintessential New Yorker experiences on a daily basis. From skateboarding across the Brooklyn Bridge, sliding down subway ramps to hailing a cab, #ButtCam captures the movement, vigor and ease of those traveling 24/7 in DL1961.

“Our customers lead extremely busy and active lives and need denim that can keep up with them,” said Sarah Ahmed, DL1961 Creative Director, who also worked alongside Vincent Lacroq on the brand’s FW13 campaign. “We really wanted people to be able to relate to the New Yorker’s busy lives in the video which is why we chose to follow a real life New York City couple through their days journey.”

DL1961’s denim collection is the result of a high level of innovation, incomparable fits, innovative Italian finishes, and revolutionary fabrics, make the brand the go-to denim source. DL1961 keeps comfort, fit and retention possible with two key technologies, DLX and dlpro. DLX fabric is made using XFIT Lycra and cotton allowing four way stretch and 360-degree movement. dlpro is and eco-friendly fabric made of wood, which is cooler  than cotton and constructed to give the garment and hand feel, vivid colour and magnificent sheen.

Join the denim movement and share your videos with #ButtCam on Instagram now until January 10th. DL1961 will choose five winners who will be featured on the brand’s website and receive a $500 (R5000) gift card to shop at their website.


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