The British company has produced a new underwear with "radiation protection from mobile phones" for men who fear the loss of fertility.

New lingerie is intended primarily for men who hold their cell phones in their pants pockets and believe in scientifically unjustified claims that cellular radiation causes male infertility.

British entrepreneur Joseph Perkins claims that his product, called Wireless Armor, stops 99,9 for allegedly harmful radiation, reports dpa agency.

New lingerie could still prove unnecessary - in a report by 2013. the German Radiation Protection Agency said there was no scientific evidence that cell phone radiation could cause male infertility.