Augmented reality is becoming a major selling tool these days and the Moosejaw X-Ray app pushes it to the limit. This outdoor apparel brand seems to think that its customers want to see more—way more—than the sweaters and jackets donned by its models. And maybe they do (flipping through an outdoor clothing catalog definitely isn’t the same as flipping through a lingerie one).

In any case, the Moosejaw X-Ray app applies augmented reality technology to let you undress the models in its catalog by having you scan over them using your iPad, iPhone or android smartphone. Now, you don’t see everything, but the app offers customers a bit of fun and also puts Moosejaw at the same level as many other clothing catalogs that sell lingerie and underwear.