Japan's 'flatulence-absorbing' underpants to go global

Japan's 'flatulence-absorbing' underpants to go global

Japan's 'flatulence-absorbing' underpants to go global

Updated 24 December 2012, 8:06 AEDT

The company behind Japan's latest fad - the popular "flatulence-absorbing" underpants - is planning to go global.

Seiren's unique products have been flying off the shelves thanks to its unique deodorising technology.

"Our underpants are 100-per cent cotton," says company director Nobuyuki Imai.

"But they contain ceramic particles and metal ions.

"The ceramic absorbs the smell and the ions decompose it."

Mr Imai says the underpants were initially targeted at "old people with bowel issues".

"We were targeting nursing homes and hospitals, but then young people started buying them.

"Apparently people in all age groups have flatulence problems."

Senai is closely guarding its odour-absorbing undies technology and is applying it to garments like socks as well.

"We started selling them for men over 40, because we have tatami mat rooms in Japan and people have to take off their shoes," he says.

"So these men in particular worry about the smell of their feet."

Mr Imai's 120-year old textile company has now been bombarded with orders from around the world.

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