U.S. Armor may take the prize for the most head-turning single item at this year’s SHOT Show.

The company is marketing a new line of ballistic underwear for both men and women.

Armour Wear is the brainchild of inventor Robert Scott who has licensed the product to U.S. Armor. Scott says the idea for ballistic briefs occurred to him when he took his son to the store to buy football pads. Two years later and after $250,000 of investment, he holds two patents on the contruction and design of ballistic underwear.

The underwear protects both the entire pelvic area as well as the wearer’s femoral arteries. It is made of NIJ-certified ballistic armor packages and sewn in multiple panels for breathability and heat dissipation. The moisture-wicking material features anti-odor technology.

Roberts says a key component of the design is a soft cup to protect the genitals without the chafing associated with athletic cups. “The soft cup makes it comfortable to wear all day,” he says.

U.S. Armor’s new Armor Wear is expected to be available in late April in IIA, II, and IIIA protection packages. List price is $350 for three pairs. The underwear is machine washable once the ballistic panels have been removed.