I could not resist such a Subject line.
Loughborough is a small town about as far from Nottingham as Hertford is from Ware. The town has a lingerie shop owned by Shreddies (I thought that that was a breakfast cereal?) and they specialise in “award winning flatulence filtering garments”.
According to their website “the average person passes wind 14 times per day”. The knickers use activated carbon to absorb the smell (that is the same material as used in WW1 Gas Masks§), although there are zero sound-reducing layers, so it is not perfect.
In 2008, Shreddies released boxer shorts and knickers for people with medical conditions like IBS (irritable bowel syndrome), gastritis, Crohn's disease, dyspepsia and colitis. They have now extended that line to Pyjamas and Good Lord! have now been mentioned in the BBC Newsbeat program (and also this award-winning email, of course) (when are you going to present me with my award?).
§This is brand-new activated charcoal, of course, rather than re-cycled WW1 Gas mask charcoal. I assume so, anyway.
--------- Alex Kemp