<!-- canonical: https://www.trendhunter.com/trends/joeybra -->
<!-- robots: noindex -->

# Hidden Pocket Undergarments
The JoeyBra Provides a Discreet Place for Belongings

By Meghan Young | Published 2012-04-30 | Fashion
Source: Trend Hunter, https://www.trendhunter.com/trends/joeybra
References: [fancy](http://fancy.com/things/88342138634378039/Original-JoeyBra) & [kickstarter](http://www.kickstarter.com/projects/1094440554/joeybra-the-first-sexy-and-fashionable-pocketed-br)

There is a reason why women, especially in movies, have been known to pull out slim items from their undergarments, it is a discreet place to store valuables; the JoeyBra takes advantage of this discreetness by introducing [a pocket in the design](https://www.trendhunter.com/trends/cheese-pocket-jeans). Located in the JoeyBra's side strap, this pocket can hold the usual suspects including cash and cards as well as bulkier items like [iPhones](https://www.trendhunter.com/trends/unsnatchable-phone-case).

Designed by two students at the [University of Washington](https://www.trendhunter.com/trends/techfit-control-bra), Kyle and Mariah, the JoeyBra was created after 95% of 200 young women surveyed revealed that they have trouble finding a convenient place for their belongings when they go out. Boasting a simple tweak, the JoeyBra allows them to hold their own belongings.

## Trend Insights (Trend Hunter)

- Score: 1.9/10
- Popularity: 48% | Freshness: 8%
- Audience gender: 10% men, 90% women
- Primary generations: Millennial, Gen X
- Top markets: North America, Europe, Asia

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear)

## Key Themes

### Why This Trend Is Growing

- **Discreet Storage:** The trend of incorporating hidden pockets into clothing and accessories allows for discreet storage of valuables.
- **Convenience and Accessibility:** The trend of designing products that provide convenient and easily accessible storage solutions addresses the needs of busy individuals.
- **Innovation in Undergarments:** The trend of incorporating innovative features into undergarments offers new possibilities for increasing comfort and functionality.

### Industries Being Reshaped

- **Fashion and Apparel:** The fashion and apparel industry can explore the integration of hidden pockets in clothing to offer customers convenient and discreet storage options.
- **Travel and Tourism:** The travel and tourism industry can benefit from incorporating discreet storage solutions into travel accessories, enhancing the convenience and security of travelers.
- **Electronics and Technology:** The electronics and technology industry can explore the development of innovative storage solutions for devices like smartphones and other gadgets.

## Related on Trend Hunter

- [Knitted Phone Pockets](https://www.trendhunter.com/trends/iphone-pocket.md)
- [Portable Cross-Body Wallets](https://www.trendhunter.com/trends/gossamer-gear.md)
- [Backpack-Inspired Storage Hoodies](https://www.trendhunter.com/trends/nomade-58.md)
- [Anti-Theft Phone Cases](https://www.trendhunter.com/trends/unsnatchable-phone-case.md)
- [Cheese-Inspired Fashion Statements](https://www.trendhunter.com/trends/cheese-pocket-jeans.md)
- [Female-Focused Smart Wallet Solutions](https://www.trendhunter.com/trends/iclutch-smart-wallet.md)
- [Practical On-the-Go Storage Solutions](https://www.trendhunter.com/trends/lion-latch.md)
- [Cozy Wireless Adjustable Bras](https://www.trendhunter.com/trends/cozy-wireless-adjustable-bra.md)
- [Smartphone-Charging Smart Wallets](https://www.trendhunter.com/trends/smartphonecharging-smart-wallets.md)