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The Joey Bra

We've all been in the position when we've been out, whether it was during a night on the town, out for a jog or at a concert or event, when you've not got your handbag and desperately need somewhere to stow your phone or your money. You might have even slipped it through the strap of your bra hoping it would hold, but now the Joey Bra offers a secret, sexy pocket along your bra band.

Founded in 2012 in Seattle by Mariah Gentry and Kyle Bartlow, Joey Bra was born of convenience and the knowledge that although keys, ID and phones cannot be left exposed, taking a bag is not always a convenient option.

It's the first bra with a functional pocket in which to store your new phone, your iPod when running, your cards and some cash on a night out - or even your favourite lipstick should it come to that.

The design is simple enough; with a pocket along the band of the bra running under your armpit. The demonstration video on the site shows that it's simple enough to use, and can fit a variety of phone sizes as well as other essentials. It is discreet and has you reaching briefly under your armpit for your belongings rather than into your cleavage; cannot be seen through clothes and is available in many different sizes.

There are, however, a few drawbacks that come with this design. If you're unlucky enough to be a girl that sweats excessively, or you're going somewhere that you know you might, you might not want to coat your things in sheens of sweat - or worse, snap your credit cards. Likewise if you're on a night out and you're given change at the bar, you don't want to be jingling away on the dance floor because you've not brought a purse. With the continual growth in size of the latest phones as well, despite it being an innovative approach to handbag alternatives it may not pass the test of time.

What do you think of the Joey Bra?