Watson, a telecoms consultant-turned-entrepreneur based in London, came up with the pre-stained underwear concept several years ago. "It was something I would tell people about when I was wasted," he says. "I thought it was just going to be a joke. But then I spoke to my dad about it and he said, ‘You have to do it!’ So I did."

Toronto-born Watson founded Easy Tiger Corp in December 2008 and launched the underwear range a fortnight ago. "We’ve already had our first repeat order," he says. "I still work full time but I’m spending every evening from 5pm to midnight on making this happen."

So what is this all about, I hear you cry.

The premise is simple. "Imagine you’re flirting with some guy and you take him home," says Watson (Real Business would like to state right now that this would *never* happen). "You look over and slung over your chair is a foul pair of underwear. You’re like, ‘What the hell is that?! Get out of my house!’

"If he was wearing our pants, he could say, ‘Hey, Rebecca. Don’t worry. They come that way.’ And he gives you the name of the website and he’s off the hook."

Delightful. So, excuse Real Business’s ignorance, but is soiling a real issue for men, then?

"Skid marks are a huge deal for the modern man," says Watson gravely.

If your stomach is turning already, you might want to skip the next paragraph.

The design for the stain itself came from extensive research. Well, at least two pairs of pants’ worth. "I did an experiment in the handicapped toilets at work," says Watson, soon to be known as "The Skidmark Entrepreneur". Real Business will spare you the details…

If you’re desperate to get your hands on a pair of these beauties, they are available at easytigercorp.co.uk. If you’re sickened, bewildered, or simply fascinated, leave a comment below.

Related articles Eco-entrepreneur making ethical underwear from wood? STREETWISE: How I did it – Plenty of knicker Girl power drives star-studded lingerie business

Share this story