Posted by Renee Schmidt

Two extremely enterprising University of Washington juniors, Mariah Gentry and Kyle Bartlow, have designed a product to safe keep your iPhone –it’s called the JoeyBra.

The 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 two designers say that from their own experience, women do not like taking bags and purses to bars or clubs because they are scared of losing them. That said, women don’t want to leave their phone at home; in the event they need to make an emergency call.  With the JoeyBra, women don’t need to make any difficult choices –they can store their phone and even a credit card right in their bra!

But the JoeyBra is not only for iPhone; it’s great for other small gadgets as well (like an iPod –great storage for running). Watch founder Mariah Gentry describe her new product:

The JoeyBra, which costs $19.99, is available in regular sizes in the leopard print (albeit, bigger sizes and other colors are in the works). First deliveries are scheduled any day this month.

According to the site, the JoeyBra “will hold most cellphones, ID, key, and other small items regardless of bust size – no amount of items will change the way your bra fits you. When the pocket is empty, our patent pending design will look exactly like any other bra which means you can wear it night or day. Never again will you have to reach down the front of your dress looking for the key that slipped out of place. Our product places all pockets within easy, yet appropriate reach.”

If you’re wondering why the product is named JoeyBra, it’s not because either of the two founders have someone named Joey in their lives. It’s “Joey” for the kangaroo pouch called a “joey.” Clever!

I’m a fan, but just one question: what if your iPhone is in your bra and you need to take a call?  Retrieving a phone from a bra might raise a few eyebrows.

JoeyBra is now available for pre-order anywhere in the world. Learn more by visiting the JoeyBra site or follow on Twitter @joey_bra.