First came underwear that claimed to eliminate flatulence, now a Loughborough-based store has released pyjamas it says will hold in natural smells.
The company’s motto is “fart with confidence”.
It says the idea is to keep you and your partner happy by using special carbon technology.
Shreddies, the company behind it, denies they are a novelty and says there is a science behind the clothes.
The pyjama bottoms and jeans include a carbon-based material called Zorflex, which holds gases and liquids on a surface in a condensed layer.
It’s often used in chemical treatment suits and is capable of stopping smells 200 times stronger than the average person breaking wind.
What Zorflex can’t do is dampen the sound.
The company says the clothes are designed for people known to have a flatulence problem who may want to improve their relationship.
Richard Woolley, a manager at Shreddies, told Newsbeat the product was designed after requests from people needing help.
“One of the common themes from the feedback was a need for something to protect the user at bedtime, especially in a new relationship, on a work trip or staying with friends.”
In 2008, Shreddies released boxer shorts and knickers for people with medical conditions like IBS (irritable bowel syndrome), gastritis, Crohn’s disease, dyspepsia and colitis.
The company says anyone can wear their products.
“We’ve developed the products for anybody needing a little extra reassurance,” said Richard.