The Swedish government is funding research into the feasibility of using a wind-turbine driven oxygen pump in the Baltic, following studies carried out last year by the University of Gothenburg, which looked at the effect of pumping oxygen-rich surface water to the bottom of two Swedish fjords.

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"There's definitely a performance-enhancing effect if you use things that improve oxygen transport to the tissue, " says Larry Bowers, an expert on athletic drug testing and senior managing director of the U.S. Anti-Doping Agency.

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But he said it was possible that the oxygen surges which follow the repeated oxygen supply restrictions in the night could have a damaging effect on the liver.

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Next, the denim manufacturer incorporated ozone processing to give its garments the washed-down effect sans water (when ozone decomposes, it reverts to free oxygen).

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