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Jiff-absorbing underwear from Japan

Bean lovers, your time has finally come! Wherever ye may be, let the wind blow free. And don't be afraid of reactions. Why? Simple! Because you're wearing Japanese textile company Seiren's latest creation: a revolutionary pair of pants that make bad odours undetectable.

The underwear have a in-built technology system that neutralises the smell caused by flatulence. But how do they work? The fibres of the fabric used to manufacture the pants are provided with odour-absorbing ceramic particles that have a deodorant effect. These particles supposedly destroy the bacteria that causes the odour and make it imperceptible.

The Japanese manufacturer have invested in a long researching process to make their product. "It took us a few years to develop the first deodorant pants that are comfortable enough to wear in daily life but efficient in quickly eliminating strong smells ," said Nami Yoshida, Seiren company spokeswoman.

At first the underwear had only medical purposes, it was developed together with a doctor who was looking for a product that could disguise the smell of winds in patients suffering from Irritable Bowel Syndrom (IBS). The target audience was people in hospitals or living in nursing homes, in order to help them being more comfortable and was never meant to be for everyday life.

Yoshida also revealed to Swiss news magazine 20Minuten that the innovative garment was not supposed to be sold on a large scale, "But to our surprise, lots of ordinary people, like businessmen who are in positions that require them to see people on a daily basis, bought them."

Seiren has now expanded its range of odour-eliminating underwear to 22 models. In Japan they are sold at a price equivalent to £26.50. The company also produces odour-absorbing socks and T-shirts that cover up the unpleasant smell of sweat.

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