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Moosejaw's new X-Ray augmented reality app lets you unclothe their catalog models

Moosejaw, a retailer which focuses on outdoor recreation apparel and gear for snowboarding, rock climbing, hiking, and camping, has come up with a creative way to encourage you to look at its catalog. In involves models, both female AND male, in various states of undress.

No, the company doesn't sell underwear or lingerie. Instead, Moosejaw has launched a free augmented reality app called X-Ray (iOS, Android).

Here's how it's described:

The Moosejaw X-Ray App is an augmented reality experience designed to work with the Moosejaw Winter Catalog (Available November 15, 2011).

X-RAY SCANNER:

Experience the latest Moosejaw Outdoor Gear and Apparel Catalog in a whole new way. Once the X-Ray App is installed and opened, simply aim your device’s camera at pages in the catalog to activate the X-Ray scanner.

Through the app you’ll see what our models are wearing underneath the best stuff from The North Face, Patagonia, Arc’teryx, Moosejaw and more.

USE THE APP IN MANY PLACES:

Don’t have a print version of the catalog?

The Moosejaw X-Ray App is designed to work with digital versions of the catalog that can be found on MOOSEJAWCATALOGS.COM or Moosejaw Catalogs for Google.

Or, swing by any Moosejaw Shop and use the app on our store signage.

I think that covers it, now please stop looking at this page.

Love the madness,

Moosejaw

Here's what Gary Wohlfeill, Creative Director at Moosejaw had to say, in a press release:

"Our goal at Moosejaw is to always create a unique and notable customer experience. Something that everyone who shops with us will want to tell ten friends about. The X-Ray catalog and X-Ray App are designed to create an incredibly cool, interactive and fun experience that breaks the barrier between our print and digital brand. It's also very much about seeing people in their underwear, something we're constantly prioritizing at Moosejaw."

Founded in 1992 by two wilderness guides, Moosejaw is known for a humorous marketing style called "Moosejaw Madness," which is where the "madness" reference in the app description comes from. Somehow we think this fits right in with its past history of marketing.

View a demo video here.