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New bra is made to carry an iPhone


We ladies put our iPhones in a lot of places — jeans pockets, purses, wallets — but our bras generally aren't one of them. That may change with a new sports bra, the JoeyBra, designed to hold the iPhone safe and close when no other options are available.

The bra is the brainchild of two University of Washington juniors, Mariah Gentry and Kyle Bartlow. "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," the two say on their website.

They came up with the idea after observing their female classmates at UW. "Purse-less and jacket-less, women migrate from party to party in an effort to find the best social scene — however, where do these ladies put their cellphones, IDs or keys when entering into a party or event space? At parties, there are no coat checks, so they resort to stuffing all of their items down the fronts of their dresses or holding items in their hands — classy right?"

Hence, the classy JoeyBra — right now being designed only in leopard print, and not yet available for purchase.

It's a one-stop pop to get to your stuff, although reaching under your arm to answer a phone call or text message is, er, awkward, and not recommended on first dates.

Nor is dancing and perspiring heavily. While water is the enemy of every cellphone, sweat is not its friend, either, and with the phone being right under the armpit, well....

Like many aspiring entrepreneurs, Gentry and Bartlow have added the JoeyBra to Kickstarter, a crowdsourcing fundraising site, to get the bra made. A pledge of $30 gets you one JoeyBra, including shipping in the U.S. (international orders: add $25).

And, they are busy working on a sports version of the JoeyBra that will let the wearer hold a "key, ID, iPod or other small items while working out of running." Added features, including "a waterproof pocket," will come with future versions.

In the meantime, if you feel that your iPhone is close to your heart, now it really can be with a JoeyBra in your wardrobe.

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