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4th Amendment Wear
4TH AMENDMENT WEAR. METALLIC INK - PRINTED UNDERCLOTHES

Now there’s a way to protest those intrusive TSA X-ray body scanners without saying a word. Underclothes printed with the 4th Amendment in Metallic Ink.

Let them know they’re spying at the privates of a private citizen. The Fourth Amendment to the Constitution of the United States, meant to prevent unwarranted search and seizure, is readable on TSA body scanners.

4th Amendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.

CHALLENGE
To get people to think a little more about their constitutional rights. There must be better ways to keep us safe while also respecting our freedoms.

IDEA
We invented a proprietary metallic ink that displays any designed image or message on the TSA scanner screens. We created the only clothing that would display the 4th Amendment (it’s a founding principal against unlawful search and seizure without warrant) when passed through air port security scans.

Why give the agents a hassle? Why not just use their own body scanner technology to highlight a statement of protest against being searched?

4th Amendment Wear made a statement without having to say a word. It’s what we considered ‘technological Judo’ - it used the very act of invading someone’s privacy to communicate a message that questioned how far Americans were willing sacrifice that sense of privacy. It didn’t outright condemn the search - it just raised questions. It gave the wearer a sense of individual liberty to be able to express their concerns, while not causing a disturbance.

We were the first product to ever be designed and tested to specifically appear in shape and letter form under backscatter scanning machines. The clothes are designed as a silent protest against the new reality of being searched to the point where we’re basically naked.

RESULTS
We leveraged social media and PR to spread the word. Within hours the media picked up on it and the press coverage exploded.

Our website 4thamendmentwear.com received over 1.2 million hits the weekend of launch (November 20th 2010).

4th Amendment Wear sold out of the first limited run within 2 hours of launch. 4th Amendment Wear sold out again 3 hours after restocking.

After thousands of pre-orders, wholesale requests, retail buyers wanting to stock 4th Amendment Wear and worldwide distribution offers. 4th Amendment Wear is launching on a mass production basis in the US.

As seen on: The New York Times, Wall Street Journal, ABC News, CNN, AOL News, Fox News, Forbes, Fast Company, GIZMODO, Perez Hilton, The Economist, C-NET, MTV, Current.TV, Marie Claire, Refinery.29, Slate, Huffington Post, The Daily Mail UK, Manila Bulletin, Zoo Weekly, KCTV, The Wendy Williams Show, Fox & Friends, Vegabond Travel, Niche Biz, Denver Post, Creativity, plus many, many more.

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