A revolutionary new pair of men’s underwear that “smells good” looks set to take France by storm once they are launched.
“You want to change the world? You want to change things? Start by changing your underpants,” says the tagline for 'The Indomitable' – a pair of men's undies created by the company “Le Slip Francais”, (the French briefs).
‘The Indomitable’ is reported to contain a masculine “musk and pear” scent, which can last up to 30 washes.
Le Slip Francais has raised nearly 19,000 euros ($25,000) from enthusiastic investors banking on The Indomitable being a huge success.
The pleasing odour which emanates from the underpants comes from micro-capsules of perfume embedded in its cotton fabric, according to regional daily La Dépêche.
“You get the underpants and they smell of nothing; you put on the underpants, they still don’t smell, but when you start walking, the underpants smell good,” reads the campaign, listed on My Major Company, a French crowd-funding site.
Priced at €35 a pair, and €40 for a pair of sweet-smelling boxer shorts, Dordogne-based Le Slip Francais will start production on the unique undies once they have reached an initial investment of €18,000.
"Le Slip Francais", was set up in 2011 by 27-year-old Guillaume Gibault, who decided to bank on a trend for all things "Made in France" to sell underwear.
Gibault told AFP the briefs will be scented thanks to micro-capsules full of homemade perfume that will be incorporated into the cotton used to make the underpants in the Lille region of northern France.
As soon as the lucky owner of the briefs moves around, the capsules will release the perfume, he says.
"It's quite a masculine perfume, not very strong, based on musk and pears," he said.
Supporters will get a range of rewards for their donations, ranging from a key ring to becoming the face – or body of – the new underpants when the firm's advertising drive begins.