Betabrand is a company best known for making fancy sweatpants, interesting boxer shorts, and shiny disco pants. But for their new spring collection, they've a different gimmick: Using PhDs to model their clothing.

Betabrand founder Chris Lindland told AdAge that the company usually uses friends and family of employees as their models, and that they found these smart women through Facebook and email blasts:

"When you look beyond the ranks of the professionally beautiful, photography becomes a lot more fun. Our designers cooked up a collection of smart fashions for spring, so why not display them on the bodies of women with really big brains?"

The company is into celebrating their customer base and they have something similar planned for their next campaign. They're running a contest asking customers to submit photos of themselves wearing at least one piece of their clothing to be used on a billboard in San Francisco.

"Ideally, this photo should also be entertaining, awe-inspiring, supremely idiotic, or some combination thereof."

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