Stars from the world of pop and fashion are putting a thermal underwear company firmly on the fashion map.

Former Spice Girl Geri Halliwell and cheeky TV presenter Denise Van Outen have both been photographed in their Damart thermal underwear, which is rapidly becoming cutting edge for every trendy female.

The company, which has a base at Steeton, is working with Shop, a boutique in Soho, London, on the new up-market style of underwear worn as outerwear.

Shop Girl is the new label which uses the Damart special fibre thermolactyl, the basis of all its thermal garments, and the talents of designers at the trendy London boutique.

Jim Crosbie, business development manager for the firm, said: "Two years ago we were approached by the boutique. We were already aware of the cult following we had with clubbers and young people, and they wanted to do something with our fibre because it is sexy and clings to the skin.

"At Damart we are not fashion experts, but decided it would be a great opportunity to work with them and so Shop Girl was formed. It restyled the thermal fabric and aimed the designs at a younger market.

"Its success has been completely unexpected. To have sold our goods worldwide is also great for the area."

The vests and briefs were originally made at a factory in Bingley, but because of expansion due to demand production has now been moved to Bolton.

The garments are shipped from the warehouse in Steeton to fashion capitals across the world, such as Paris and New York.

The Paul Smith flagship store, in London, was one of the first to purchase a collection in this country, with Selfridges and Harvey Nichols close behind.

According to Mr Crosbie, thermolactyl is a unique fabric to Damart and through the company's knitting process the fabric repels moisture and keeps the body dry and warm.

"The items can be quite expensive, but they are a designer range and it is fantastic that it is all taking place just north of Bradford," he added.

The company, which has 23 shops nationwide, has also been approached by Playboy and is set to launch a new label with it in the near future.

l Diana Princess of Wales was a self-confessed fan of Damart thermal underwear.

The Princess admitted to being a fan of thermal undies when on a walkabout in 1982.

When asked how she kept warm she told a member of the public that she was a walking advertisement for Damart.

When she visited the company in 1991 she unveiled a plaque to commemorate her visit and was given gifts for her two sons William and Harry.