The JoeyBra is unlike any other piece of lingerie ever designed. It is not marketed as a miracle push-up bra nor is it touted as having been woven with the finest Italian silk. The JoeyBra is attempting to replace the purse with its side pouch, devised to carry your iPhone, keys or credit card.
The JoeyBra was designed by two students from Seattle's Washington University, Mariah Gentry and Kyle Bartlow. They named their undergarment after the baby kangaroo who is raised in its mother's pouch, reported the Daily Mail.
JoeyBra was created for women who are constantly on the go and struggle to find a place to put their ID, keys, or phones. From our own personal experience, we know that women hate taking purses to dances, bars, or dance clubs. Leaving these items at home can pose a safety risk, but with JoeyBra women will never have to worry losing or damaging their valuables again, the two creators state on their website.
Purse-less and jacket-less, women migrate from party to party in an effort to find the best social scene - however, where do these ladies put their cellphones, IDs or keys when entering into a party or event space? At parties, there are no coat checks, so they resort to stuffing all of their items down the fronts of their dresses or holding items in their hands - classy right?
Gentry and Bartlow developed their idea for the JoeyBra with inset pouch after surveying 200 female students from their university, according to the Daily Mail. The survey found that 95 percent of the women questioned revealed that they had trouble finding a place to store their phone when going out; and 75 percent reported losing their phone while out.
Enter the JoeyBra, designed to solve all your carry-along problems.
The hands-free means of toting one's accessories is currently available for pre-order in Sexy Leopard for $19.99. The pre-order period ends on April 30 and the bras will be ready to ship in June.
In a video demonstration posted on YouTube, Mariah Gentry shows users how the JoeyBra seamlessly holds an iPhone undernearth a strapless dress.
It goes back into the pocket as easily as it comes out. And you can't see it to the side or to the front, said Gentry who poses in a one-shoulder pink satin dress, turning to each side so the camera can catch her from multiple angles.
The creators of the JoeyBra are currently working on a sports bra version of the undergarment with a waterproof pocket, that will allow the wearer to hold a key, ID, iPod or other small items while working out of running, according to MSNBC.
Would you use the JoeyBra to store your iPhone, keys or credit cards in its pouch? Leave your feedback in the comments section below.