Freezable pants - you read that right.
But don't worry, we’re not about to suggest you start pushing the Viennetta out the way to make room for a pair of boxers in the freezer.
Over on Amazon , a brand called Snowballs Underwear is selling "scientifically backed cooling underwear" for men.
For £59, customers get two pairs of cotton boxer briefs and three freezable inserts, dubbed "SnowWedges", that you simply put in the freezer before slipping into a pouch over the groin.
The SnowWedges take around an hour to freeze and should keep your nether region cool for up to 30 minutes.
Reviews about the underwear on Amazon are mixed with one buyer posting: “Kept area cool when needed.”
While another wrote: “The ice packets stay cold for about 15 minutes. You're almost better off holding a cold drink with ice between your legs if you're trying to be inconspicuous.”
One Amazon customer recommended the boxers for use during warm weather saying: "This underwear works great, providing extra support and it feels really comfortable. Cooling packs help too, especially on a hot day."
But the pants aren’t just about keeping things cool ‘down there’ - they are designed for health benefits too.
The freezable wedges apparently encourage male fertility, as well as easing pain and can be especially helpful if you've just had a vasectomy.
Snowballs are available to buy online at amazon.co.uk
