Aussie jocks set for 'revitalisation'

The 3rd of February 2006 - 3:04PM


An Australian underwear company has produced a range of men's jocks that release residue into the skin to make the wearer feel "revitalised".

It is even looking at plans to develop underwear containing Viagra residue.

AussieBum's Essence range contains micro-capsules within the fabric fibres of either Acerola (Vitamin C) or Ginseng which have energising, regenerating properties.

"Basically you can put a substance and a residue within a micro-fibre fabric and that fabric will release the substance over a period of time," said aussieBum founder Sean Ashby.

"This particular product is going to give the guy a sensation and experience and men are getting more and more into body image and feeling good."

And Viagra underwear isn't far away, Ashby said.

"Someone said it as a joke but that made us think," he said.

"Imagine Viagra. Are people going to be crushing the vitamins? Who knows? But the concept is there."

The micro-fibre fabric was developed by Italian company Jersey Lomellina while the treatment residue was made by international company Bayer.

The residue remained in the underwear for up to 15 washes, Ashby said.

Essence was launched less then a month ago and already, aussieBum has sold more than 25,000 pairs.

The design has attracted a lot of interest in the United States and Europe, featuring in print and television programs such as Good Morning America.

New York Post journalist Philip Recchia tried the underwear.

"Moments after I snapped them on, I felt a cooling sensation not unlike the one you'd get from Vicks VapoRub - but without the wet greasy feeling," Recchio wrote.

AussieBum is manufactured in Australia with the business run completely out of the company's headquarters in the Sydney suburb of Leichhardt.

The brand is sold in some of the biggest department stores in the world including Selfridges and KaDeWe and is distributed to more than 70 countries via internet sales.

In Australia, aussieBum is sold mostly over the internet with the exception of one store in Byron Bay.

© 2006 AAP

SMH 3-2-6

http://smh.com.au/news/National/Aussie-jocks-set-for-revitalisation/2006/02/03/1138836413280.html


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