Brisbane entrepreneur Emily Bitkow believes global athleisure giants like Lorna Jane and Lululemon are ignoring a problem.
The designer has created a modern reinvention of the 'bum-bag', Vivra pouch, to carry small personal items such as credit cards, keys and mobile phone on the go.
“I, like most other women, used to carry a handbag, clutch or something similar," Bitkow said.
"What I found though was that having to carry something around meant that I was never truly handsfree and it seemed to me to go completely against what athleisure wear was meant to be – clothing that allowed the wearer to be as mobile and active as they wanted to be.
"That’s why I developed the Vivra pouch."
With a patented bi-fold design, the pouch folds over the waistband of any garment with special neodymium magnets.
Bitkow claimed this means credit cards won’t be affected and that the pouch won’t move an inch, even during rigorous physical activity.
“Another problem that I encountered is that I found it very difficult to find handbags or clutches that were made of fabrics or prints that actually matched my athleisure wear,” she said.
“The durable and machine washable neoprene fabric that we selected keeps the Vivra slim line, robust and water resistant and can be produced in styles, colours or designs that are only limited by our imagination.
"There is a Vivra to suit any person, in any situation.”
The VIVRA is available online at www.vivra.com.au in a variety of sizes and designs with a starting recommended retail price of $44.95.