Seiren, a Japanese textile company, has launched Deoest, a new brand of odor-eating underwear, claiming that it neutralize the smell of flatulence.

The pants are said to be a big hit with Japanese businessmen, as it means they can break wind without getting caught.

But there’s also a pink pair for women, too.

The odor-absorbing range, known as Deoest, effectively kills odor from wind. It does this using ceramic particles in the material fibres, which are said to absorb and neutralize gassy smells.

A word of warning, however: there is no word on whether they might mask any sound.

Deoest range was developed after the manufacturer, Seiren, was contacted by a doctor.

He wanted to help patients suffering from digestive complaints such as irritable bowel syndrome disguise their excessive flatulence.

Seiren has launched Deoest, a new brand of odor-eating underwear, claiming that it neutralize the smell of flatulence

“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, a spokeswoman for the company, Seiren.

“At first we thought about selling them to those who require nursing care and to hospitals.

“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,” she said.

Deoest range has now expanded to 22 items, including socks that prevent feet from smelling and T-shirts that mask the whiff of sweaty armpits.

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