The bra you can keep your iPhone in

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

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