Our eyes! Worse than the Speedo?
It's the new menswear trend that will have you thanking your lucky stars it's the middle of winter here in New Zealand.
Invented to expose those bits where the sun don't shine, the offending item is named the "String Lateral Flash".
French brand Alter, which designed the unusual piece, describes it as "an original and ultra sexy string which encloses one side of the waist."
One stockist guarantees they will become "an indispensable part of your wardrobe", thanks to woven fabric allowing "virtually unlimited flexibility, and resistance and incorruptibility that assures you the ultimate grip at all times."
Fans of the Flash include The Only Way is Essex stars Bobby Norris and Harry Derbidge, who were spotted sporting the briefs as swimwear while filming on a beach in the south of Spain.
But all that comfort will cost you - the undies sell for NZ$34 a pair.
That's how much per sq cm?!