Earlier this year, Spartan, the French manufacturer of a silver-lined underwear designed to block EMF radiation from cell phones and wireless routers, relocated to the U.S. and raised some capital from the Los Angeles-based investment firm, Science.

Now the company has relaunched as Lambs and is adding a radiation-proof silver-lined beanie to its $29-per-pair underwear already on sale in the U.S. The company’s goal is to capitalize on paranoia around the effects of cell phone radiation on health and possible links to cancer.

Any link between exposure to radiation from cell phones or wi-fi and cancer or other deleterious health effects is tenuous at best, according to the American Cancer Society, but that didn’t stop Lambs (nee’ Spartan) from launching at the Consumer Electronics Show

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