Women have been stuffing their bras for as long as bras have been around. This Kickstarter project is counting on women everywhere wanting to continue this trend, only with their smartphones, credit cards and IDs so they don't have to carry purses while out on the town.
Laugh all you want, but this is serious business.
Two college students have come up with the aptly named "JoeyBra," which has a marsupial-like pouch to carry that all-important smartphone and any other items crucial to a good time while partying or on the go. The pouch is located on the side just under the arm, which according to the Joey Bra website allows for discreet access. (A joey, if you're curious, is a term used for young female kangaroos.)
Creators Mariah Gentry and Kyle Bartlow, both junior business students at Washington College, say they know from experience that women don't want to carry purses when they go out. But, as they point out on their website: "Leaving these items at home can pose a safety risk, but with JoeyBra women will never have to worry about losing or damaging their valuables again."
These guys may just be on to something since mobile security company Lockout reports nearly $30 billion in phones will be lost in the US this year. And, not surprisingly they indicate two thirds of phone loss happens between 9 p.m. and 2 a.m.
So we've established the bra is great for carrying around your valuables (ah-wink). But is it an undergarment women would want to wear? Well, aside from the pouch the bra is a black and white leopard print pushup with lace trimming that can work as a strapless or convertible bra as well.
After all, no one said practical had to be ugly.
Interested in picking up one of these bras? You'll want to head over to Kickstarter to back the project. As of this post the enterprising students attracted over 75 backers and have raised more than $4,200 in funding.
This is one gadget we'll have to keep our eye on. It is a really great idea for club goers and I can see making this work in a dark nightclub or party where no one might notice you fishing around in your shirt for your phone. As for whether the bra will be embraced beyond that is anyone's guess.
But we'll be watching.