It can happen to the rich, the famous and the powerful, but if these two entrepeneurs are correct and sweater marks will soon being a thing of the past. Budd Rose on the left is wearing a normal cotton shirt. In a sauna, on the right is his business partner, Oliver Van Emden wearing one of their own creations a fresh max shirt. In this heat, it doesn't take a long to see the difference between the two, just a matter of minutes. Oliver is as sweaty as his colleague. But the fresh max shirt allows moisture to evaporate without leaving a sign. The pair believed that radical woven solution to sweat stain will become the norm the world over.

This is for any an man or woman who wears shirts or blouses to work. Uh, you know, whether it's for leisure whether they are at work, uniforms, you know, it always keep you looking presentable. We think fresh max is gonna really take off, it's that, it's a shirt for basically anyone.

And you never get any your hotter condition than inside a sauna. Yeah.

The trick is in the weave spreading any moisture on the inside of the shirt over a large area and allowing it to evaporate away.

Inside the fabric draws the moisture away from the skin, and spreads over a large suface area at inner side of the fabric, and then your body acts as an engine of heat which allows some moisture to escape through fabric as vapor. And leave the weave, actually, actively redirects the moisture away from outer fibers. So, actually, the outer fibers don't get wet.

The pair spent more than 8 years perfecting the materia. An idea inspired by the hectic social lives of students, dancing and sweating the night away. But the shirts selling at 50 poud each, or 80 dollars. They may soon be dancing again, all the way to the bank.

Stuart McDill, Reuters