A New Zealand company is giving incontinence sufferers a new option for protection.

Confitex is currently launching its line of fashionable, leak-proof and washable underwear—designed for both men and women—in the U.S. on the Home Shopping Network (HSN). The line has already been successful in the U.K., New Zealand and Australia.

Combining patented textile technology and high quality fabrics with discreet, confidence-boosting designs, Confitex products give people suffering from light bladder leakage (LBL) a solution that looks, feels and performs like regular underwear and lingerie.

“People who experience light bladder leakage should be able to enjoy their lifestyle, freedom and independence no matter what happens,” says CEO and co-founder Dr. Mark Davey. “We created Confitex to enable people who suffer from LBL to live the life they want to live.”

Davey, along with his partner Frantisek Riha-Scott, first developed the idea for Confitex while looking for a convenient, leakproof undergarment for competitive skiers who are unable to leave the mountain for bathroom breaks. They used their knowledge of geo fabric technology to create and patent a high performance textile system. Their three-layer technology is integrated into a central pant gusset—creating stylish, washable, absorbent, eco friendly and odor free underwear.

While developing the product, Davey soon realized that it was an ideal solution for sufferers of light bladder leakage who had few options for products that function and look like regular underwear. Despite the fact that an estimated 25% of women and 8% of men have experienced some form of light bladder leakage, many remain embarrassed about the condition. Davey says a washable, leak-proof and fashionable underwear product can help these people.

“By normalizing the situation, by offering products that resemble every day underwear, we are giving incontinence sufferers the chance to live with confidence,” he adds.

For women, the Confitex line includes boy leg, hipster lace, hipster brief, full brief lace and full brief styles in a variety of colors, sizes and absorbency levels. Men’s styles include brief with fly, basic brief and full brief, all with a variety of sizes and absorbency levels.

Each pair of Confitex underwear features an advanced inner layer that wicks moisture away from the skin quickly, a high absorbency middle layer that provides maximum moisture retention, and a leak-proof outer layer that protects all day long. This results in breathable, odor-free, pad-free and machine washable absorbent underwear that is suitable for any age or style.

The products are available for $34.90 on www.ConfitexUnderwear.com and on www.hsn.com.