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.

Metallic Ink Printed Underclothes readable on TSA body scanner machines.4th Amendment Wear is specifically designed to broadcast messages to TSA X-ray officers just when they are peeking at your privates.

Within hours the media picked up on it and the press coverage exploded.Our website 4thamendmentwear.com received 1,205,397 million hits on 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 metallic ink that displays messages on the TSA scanner screens.We created undergarments printed with metallic ink that display the 4th Amendment - the amendment to the US Constitution that protected American citizens against unreasonable searches.So whenever a TSA agent peeked at a traveller's privates, they would be confronted by the very law they were accused of violating.It was a way to make a statement... without saying a word.

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 center of the debate.We leveraged social media, PR and used earned media to our advantage to spread the word.