Cheshire retailer Land of Beds has launched a novel challenge to raise money for children's charity Kidscan.

The retailer is asking participants to take a 'Pants Hats Selfie', a photograph of themselves wearing underwear on their head, inspired by

a new children’s bedtime book, called Pants Hats – illustrated by the retailer's holistic expert, Emi Lou. “I decided to set my book in a hospital, with the message that you can have fun in a hospital,” says Emi, who was diagnosed with cancer herself two months into the Pants Hats project.

“I’ve been over a hundred times so I know it’s true! And of course now I know how it feels to go through cancer – to lose all your hair, and to have that experience. I can really relate to the cause.

"I feel very happy with the result. I wouldn’t like to guess how many hours it has taken in trial and error! But the result is just what I was looking for – quirky, colourful, and, most importantly, fun!”

Watch this short video to see how to get involved, purchase a copy of Pants Hats on Amazon, or take a ‘Pants Hats Selfie’ and post it on social media with the hashtag #PantsHatsSelfie.

Interested parties can also donate by text – simply message PANT75 £5 to 70070 – in store in Helsby, or through Just Giving.