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The ordinary cotton olive drab T-shirt is simply no match for the 110-degree temperatures troops routinely encounter in the Iraqi desert. So the Marines launched a search for a next-generation high-tech undershirt. After months of testing, Danskin, Inc., has delivered with Elite Issue, a t-shirt featuring anti-microbial, anti-moisture and (most importantly for morale, one would guess) anti-odor technology.

Now the only problem may be convincing Marines that the product is sufficiently macho. “Before Elite Issue, the only males who wore Danskin products were wearing them under a Mickey Mouse or Goofy suit at Disney World; it helped to keep the guys inside from overheating,” acknowledges Carol Hochman, Danskin's president and chief executive officer.