Jump to Main ContentJump to Primary Navigation
Top

The bra you can keep your iPhone in

JoeyBra-Buzzfeed.jpg
JoeyBra2.jpg
JoeyBra1.jpg
JoeyBra-ipod.jpg
Kyle-Mariah_JoeyBra.jpg

With the invention of the JoeyBra - a bra with handy pockets to store keys, a credit card or even your iPhone - the clutch bag is set to be reconciled to history.

ABOVE: Look, no hands! The JoeyBra has discreet pockets for cards, keys and even an iPhone

Designed by two University of Washington students, Mariah Gentry and Kyle Bartlow, the JoeyBra was conceived after surveying over 200 young women about their party-going habits. Their research revealed that 95% of participants had a problem finding a place to put their belongings while out at a party and 73% had lost personal items due to lack of a pocket. Meanwhile 88% were interested in having a discreet way to hide their personal items on their person.

ABOVE: JoeyBra's inventors, Kyle and Mariah

Set to revolutionise the way we dress for nights out, the duo describe the JoeyBra on their Kickstarter page - the crowdfunding website where they sought and raised more than $4,000 to get their project off the ground - as being the “first sexy, pocketed bra designed with the party girl in mind”.

ABOVE: The JoeyBra works as both a normal bra as well as a strapless or convertible bra

Offering two discreet pockets under the arms with space to carry essentials like keys, a credit or debit card and a phone, questions of the JoeyBra’s comfort are aptly compared to the first time you wear a new pair of earrings: after a while, you just don’t notice.

ABOVE: The JoeyBra modelled with a cut-out dress

Overall we’re impressed with the idea – particularly as the team have a sportsbra version in the works – but we reckon the JoeyBra is probably best worn with sleeveless dresses to avoid any excessive perspiration or unclassy reaching-into-cleavage-area-to-answer-mobile issues!

Find out more about the JoeyBra at kickstarter.com

What do you think? Would you use a JoeyBra for nights out? Tell us your thoughts on Twitter or in the comments section below.

Related

rexfeatures_566130j.jpg

New app helps avoid party gaffes

Comments

More

See all the nominations for the 2017 Oscars

Click to watch a live stream of all the action

by Sarah Biddlecombe
24 Jan 2017

Museums around the world want your Women’s March signs

If you were part of the crowd, you were part of history.

by Moya Crockett
24 Jan 2017

Government loses Supreme Court Brexit case over Article 50

The ruling represents a blow for Theresa May.

by Moya Crockett
24 Jan 2017

Donald Trump signs anti-abortion edict – in a room surrounded by men

The US President has already begun waging war on womankind

by Kayleigh Dray
24 Jan 2017

New app helps pregnant commuters find a seat

Finally.

by Sarah Biddlecombe
23 Jan 2017

The cheap wine hack that could save you bundles of cash

This will make your cheap red plonk taste like a premium vintage

by Kayleigh Dray
23 Jan 2017

Got a dark sense of humour? You're probably a genius

Gallows humour ain’t all bad

by Kayleigh Dray
23 Jan 2017

36 of the most badass moments from the Women's March

When pussy grabs back.

by Sarah Biddlecombe
23 Jan 2017

The gin hotel is open - and it's everything we hoped for

Stylist checked in...

by Jenny Tregoning
23 Jan 2017

Women’s March: the inspiring and badass signs, banners, and placards

“I am woman, hear me roar”

by Kayleigh Dray
23 Jan 2017