Who needs a handbag The bra with a pocket to store your iPhone
17:37 GMT, 30 April 2012
A bra with a iPhone-sized pocket in the side strap is set to go on sale thanks to an ingenious design by two students at Seattle's Washington University.
The JoeyBra also has space for bank cards, ID cards and a key, doing away with the need for a purse at all.
Mariah Gentry and Kyle Bartlow named their design after a Joey, which is a baby
kangaroo that is raised inside its mother's pouch.
Convenience: A new bra, named the JoeyBra, is able to store an iPhone as well as identification and bank cards. Created by two university students, it offers an alternative solution to a purse
The two students,
who both attend the university's Foster Business School, have claimed through their website that the animal print design is 'the first sexy and comfortable pocketed bra' to be sold on the market.
The bra, which comes in small, medium or large sizes, can be converted into a razorback or strapless style if desired. It is currently available for $19.99 as a pre-sale through the site.
The garment, which was originally presented as an entry into the university's business plan competition that has awarded more than $1million to students over the past 14 years, will be available to buy from June onwards.
Miss Gentry and Mr Bartlow came up with the idea after surveying 200 female university students.
Innovation: The design is able to store plastic cards as well as the phone, plus a key and a small iPod
Funky: The bra, which will be available from June for $19.99, is said to be the world's first 'sexy' and 'comfortable' all-in-one design and comes in three sizes; small, medium and large
The survey found that 95per cent of
the woman experienced difficulty in storing their phone while going out
and 75per cent had even lost their phone while going out.
Meanwhile, 88per cent were found to be interested in an all-in-one design such as the JoeyBra.
While skeptics have suggested that the
weight of an iPhone may prove uncomfortable to many women, particularly
those with smaller cup sizes, Miss Gentry, who is a size 32A, argued to Forbes that she is able to comfortably store the phone in one of the design's
She also said that the target demographic of the JoeyBra covers those who like to wear sleeveless and low-cut clothing, allowing easy-access to the pockets.
Genius: The two founders of the design, Mariah Gentry and Kyle Bartlow, surveyed 200 female students and found that 95per cent of them experienced diffuclty in storing their belongings while out on the town
She said that arms do not rub against that particular area of the ribcage.
Miss Gentry added that the upper arms,
in fact, create a natural pocket in that area. The design has been made
in an attempt to ensure that the area remains untouched, even after a night of extreme revelry.
The founders will begin marketing their design soon by presenting it to 19 sororities within the University of Washington.
They even have further ideas on variations of the design including a sports bra that will attempt to store batteries in case an mobile phone needs to be recharged.