A few months after launching its RadiaShield maternity clothing line online and in San Francisco, Belly Armor is expanding its line to include the Belly Band, to be worn over or under outfits during pregnancy.
The band, which comes in four colors and one size, is available through the company Web site for $59. The Singapore- and New York-based company describes the latest addition to its product line as follows:
Protect your baby from everyday radiation during your pregnancy, while complementing any outfit. A maternity essential, the flattering Belly Band feels like second skin. Go about your day freely and stylishly with the peace of mind of RadiaShield protection. Wear under or over clothes throughout your pregnancy, with larger side fully covering your belly.
According to the company, RadiaShield fabric is machine washable, soft to the touch, and lighter than the cotton found in most T-shirts. It utilizes an effect known as a Faraday cage, neutralizing incoming radiation in a way similar to a grounding wire neutralizing an electric current.
Maternity bands are already popular, says Belly Armor CEO Aileen Chen, so the company expects women to shell out a little extra as a precautionary measure.
"There are a lot of women out there who will be purchasing a maternity band already, it's an easy decision to choose the band that will also provide protection against the health risks from everyday radiation," she said.
The effects of radiation on health are a matter of ongoing debate. While San Francisco recently became the first place in the U.S. to pass a local ordinance requiring radiation emission levels to be displayed by retailers selling cell phones, similar measures have already been taken in Australia, Israel, and throughout Europe, with France going as far as banning cell phones altogether in primary schools.