Levi Strauss is to introduce a new range of slacks with mobile phone anti-radiation pockets.
The trousers will be introduced next year in the UK under the company's "Dockers" brand and could cost as much as £100 a pair. The phone pockets are lined with a special material, which tailors say will prevent radiation from phones reaching the skin.
Of course, the company isn't saying that radiation from mobile phones is dangerous or anything. No, no, no, it says it's merely responding to customer concerns about radiation emissions from mobile phones.
Oh, the slacks also have some waterproof coating as well. And come in different colours. And sizes no doubt.
In May the UK Government published a reported which found that some mobile phone shields can "significantly reduce" exposure to radiation.
Tests on some products found that many of the shield devices can reduce exposure to radiation by large amounts. However, any reduction is often linked to a similar reduction in mobile phone performance leading to a weaker signal.
Which can lead to people shouting more to be heard. ®