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Fashion and beauty brands get in on viral #BamaRush TikTok trend

For University of Alabama sorority hopefuls, local fashion boutique The Pants Store has long been known as a go-to for rush dresses. Thanks to the viral #BamaRush TikTok trend, the rest of the country now knows this, too.

The retailer went viral on TikTok after being featured in many of the rush outfit-of-the-day posts that swept the app last week. During that time period, it has seen a 400% increase in online sales. Out-of-state purchases made up 90% of orders, up from 50% normally. 

“It was total craziness. I had friends texting me TikTok videos of all this stuff. I’m

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