Within hours the media picked up on it and the press coverage exploded.Our website 4thamendmentwear.com received 1,205,397 million hits the weekend of launch (November 20th 2010). We received over 3.4 million hits on the site in less than 3 weeks from around the world.4TH AMENDMENT WEAR sold out of the first run immediately. 4TH AMENDMENT WEAR sold out again 3 days 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.

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.4TH AMENDMENT WEAR made a statement without having to say a word. It used the very act of invading someone’s privacy to communicate a message that questioned how far Americans were willing to sacrifice that sense of privacy. It gave the wearer a sense of individual liberty to be able to express their concerns, while not causing a disturbance.It was an idea that needed the internet to spread fast, to thrust itself into the centre of the debate.We leveraged social media, PR, targeted direct mailings, guerrilla stunts and used earned media to our advantage to spread the word.

How could we get Americans to question just how far they were willing to go to be safe?Were they really willing to forfeit some of the very principles the country was built on?

It was a question we didn't think the TSA had fully pondered. So we invented a product to force them to consider that very question.

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 officers just when they are peeking at your privates.It was a way to make a statement...without saying a word.