Right-on, a casual wear retailer specializing in denim, launched a new interactive website called "DENIM COLLEGE" on January 26th to promote the appeal of denim. The website's four main content areas are "Denim League," where customers can post denim snaps; "Denim Q&A," where customers can ask questions about denim; "Denim Okite," where customers discuss their passion for denim; and "DENIM STYLE A to Z," which features outfits by professional stylists in conjunction with the online magazine. This interactive website is enjoyable for both beginners and advanced denim wearers. Right-on has been proactive in adopting digital technology, and in September 2011, some of its stores installed "Right-on AR Mirror," an experiential communication media platform that uses augmented reality (AR) technology in store mirrors. Customers standing in front of the screen can instantly identify their age and gender using facial recognition technology, allowing them to virtually try on new clothing. The website also offers real-time special effects for multiple people at once, and coupons can be earned by smiling.