‘Joey Bra': A Perfect iPhone, IDs Holder [Video]

NEW YORK | Monday, April 30th, 2012 4:11am EDT

A night out dancing is certainly so much better when you don’t have to hang on to a clunky purse.

Some people are slaves to technology while others are slaves to fashion, but for thoses who are indentured to both, this iPhone-carrying bra could be the path to liberation.

The JoeyBra, designed by two Foster School of Business students, features an under-arm pocket that holds an iPhone, iPod credit card or any other similar must-carry accessory, writes Seattle Pi.

Mariah Gentry and Kyle Bartlow, both junior business students at the University of Washington, said the JoeyBra was inspired by the school’s “vibrant Greek system.”

“Inspired by UW’s vibrant Greek system, JoeyBra was created for women who are constantly on the go and struggle to find a place to put their ID, keys, or phones,” the creators write on their website.

“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.”

They add: “Never again will you have to reach down the front of your dress looking for the key that slipped out of place.”

A survey of over 200 young women found that  95 percent of them had trouble finding a place to put their belongings when going to a party, and 73 percent of them had actually lost belongings due to a lack of a pocket, reports Phones Review.

Moreover, it was found that 88 percent were interested in a way to discreetly store their belongings on their person.

According to Mashable, Gentry and Bartlow launched a Kickstarter campaign to raise $4,000 in funding by May 19. So far, 60 people have backed the JoeyBra and the campaign has raised $3,145. Those who donate $30 or more will receive a JoeyBra.

The duo claim that the pocketed bra can hold an iPhone along with ID, credit cards and even keys, regardless of bust size.

Nibletz says that Geekwire’s Rebecca Lowell was one of 200 judges at the UW business plan competition. She stumbled upon this innovative new startup the moment she walked through the door. Lowell took notice to the model wearing nothing but a bra up top, a Joey Bra.

However, this isn’t some gimmicky idea. Mariah Gentry is a NASA Space grant student with a double major in entrepreneurship and environmental science. She also was a finalist in the Wells Fargo Case Competition. She met co-founder Barlow at UW’s Foster School of Business.

The creators are targeting college students and offer two models of the bra – a strapless version and an 8 way convertible strap version.

Lowell said that her only concern was the access to the items in the compartments and moisture as the result of perspiration. No worries as one of the co-founders works at REI and they’ve  already been sourcing water proof materials.

The bra works with or without items and the patent pending design has concealed pockets so the wearer is the only one that knows items are stored there.

The bra will be sold at the University Bookstore starting this summer. It can be pre-ordered online at www.joeybra.com, in small, medium or large.

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