A underwear brand backed by Richard Branson will launch this month, with a range of products designed to protect men from harmful radiation.
Using a unique fabric that incorporates the protective properties of silver, Wireless Armour has developed products that are proven to protect wearers from electromagnetic radiation emitted from everyday wireless devices.
The new brand was recently named one of Richard Branson’s Top Ten Back of an Envelope start-up ideas.
The Virgin Startup team challenged aspiring entrepreneurs to pitch their business ideas by writing them on the back of an envelope at The Business Show in London last year.
Wireless Armour, founded by Joseph Perkins, was picked out as one of Virgin’s favourite start-ups in December, and was named in Branson’s blog on the Virgin website.
Describing the brand, Branson said: “Joseph here looks like he’s invented underpants for super heroes! All men should take care of their precious crown jewels so this sounds like a very intriguing invention I’d like to know more about.”
The idea for Wireless Armour was born from Perkins’ personal experiences with technology and the realisation that between his laptop, mobile and tablet he was exposing himself to electromagnetic radiation, concentrated mostly around his groin area.
There are scientific links between wireless radiation and declining sperm counts, as well theories that exposure to radiation runs an increased risk of cancer.
Perkins said: “Wireless Armour is designed to protect the health of a wireless generation glued to their mobile devices. The fabric has been put through rigorous testing from external electromagnetic consulting company, Wave Scientific. Results indicated that Wireless Armour fabric blocks 99.9% of harmful radiation, making the garments an extremely effective form of protection.”
Wireless Armour is already developing plans to expand the range into women’s bras due to the link between breast cancer and phone proximity.
“While the link between wireless radiation and cancer is not conclusive, the evidence is ever increasing and there are loud calls from both the public and the scientific communities for further research to be conducted on the controversial subject,” the company said in a statement.