DU/ER Denim introduces first ever jean with radioactive cell phone protection

Avoid the electromagnetic danger of keeping your cellphone in your pocket; denim brand launches first ever jean with radioactive cell phone protection –to protect your vital organs.

In 2011, The International Agency for Research on Cancer (IARC) rang alarm bells when it classified mobile phones as 'possibly carcinogenic'. Followed by a landmark case in 2012, where the Italian supreme court ruled there is a link between using a mobile phone and brain tumors.

Research has shown the most dangerous place for a cell phone to be, in terms of radiation exposure, is within six inches of the emitting antenna, especially when put next to soft tissue such as that found in your pants. Denim pioneer Gary Lenett and his partner Steven SalDebus, who spent years researching technology and fabrics, found a solution to this emerging danger in DU/ER Performance Denim launched on Kickstarter on Sept 28, 2014. This unique technology blocks cellphone rays so that they do not penetrate your skin on the other side of the denim pocket, reducing the potentially harmful effects of radiation transferring to your body. The pocket is made of extremely thin, silver and copper wires spun into cotton yarns and woven into the fabric.

Merging technology and fashion, the radiation shield pocketing is only one example of the technology found in the DU/ER jeans. Lenett and Sal Debus have created a proprietary L2X denim infused with the same Coolmax®fibres found in the best performance gear. In addition to moisture wicking, these hollow-core fibres have the effect of keeping you cooler when its hot and warmer when your cold. This technology allows urban cyclists and active jean wearers to remain comfortable. The DU/ER jeans are available in a slim and relaxed fit for men and a skinny fit for women.

DU/ER 's Kickstarter project achieved it's initial funding goal within just 5 days. Originally offered only in men's indigo jeans, the cell phone feature is now being offered in men's black denim as well as in women's jeans in indigo and black. These jeans are currently sold exclusively through the crowdfunding vehicle, Kickstarter, for $98 and will eventually retail for $160 after the Kickstarter project ends on October 28, 2014.