Echo Falls has partnered with presenter and podcaster GK Barry to launch The Echo Falls Carry-All – a limited-edition bra top that holds a chilled serve of the viral Echo Falls Blue Raspberry drink alongside other going-out essentials.
The launch follows new research from Echo Falls – home of the viral Blue Raspberry flavour – which found that almost one in three (28%) women aged 18-29 now choose to go out without a handbag. In fact, more than eight in ten (81%) believe Gen Z is the most hands-free generation yet. But with women’s clothing still notoriously short on practical pockets, many are finding creative ways to carry their essentials instead.
Almost three quarters (73%) admit they’ve tucked their phone into their bra or clothing on a night out, while 64% have carried a bank card there, 63% photo ID, 61% their keys and 51% lip gloss or lipstick.
Created in response to this all-too-relatable fashion dilemma, The Echo Falls Carry-All features dedicated compartments for a phone, bank card, photo ID, keys, lip gloss and gum, alongside two specially designed cup inserts holding a chilled 125ml serve of Echo Falls Blue Raspberry in one and water in the other.
Inspired by the electric blue colour of Echo Falls Blue Raspberry, the limited-edition design celebrates the brand’s newest flavour while reimagining what the modern summer accessory could look like.
Meanwhile, more than half (55%) believe life would be easier if bra tops came with proper compartments, while almost all (94%) said they’d wear a fashion item that combined style with practical storage if it looked good.
The Carry-All is unveiled in a tongue-in-cheek shopping channel film called EFTV, which sees GK Barry join real-life QVC presenter Sarah Searle to put the product through its paces. Playing on the familiar world of television shopping, the pair demonstrate each of the top’s features with suitably over-the-top sales patter, presenting it as the ultimate solution to the handbag-free night out. You can watch it here
Taran Dhillon, Brand Manager for Echo Falls, who commissioned the research, said:
“Echo Falls has always been about big flavour, fun moments and drinks made for sharing with friends – and Blue Raspberry is exactly that. From listening to our Echo Falls fans, it felt like something people would instantly get: a playful bra top that keeps your drink chilled, your essentials secure and your hands free.”
Presenter and podcaster GK Barry said:
“I cannot tell you the number of times I’ve gone out thinking, ‘I’m not taking a bag, I’ll be fine,’ and then five minutes later I’m stood there holding my phone, my lip gloss, my keys and somehow everyone else’s belongings as well.
“Women’s clothes never have proper pockets, bags ruin your outfit, and sometimes you just want to be hands-free with your friends and your drink.
“When the team at Echo Falls showed me the Echo Falls Carry-All I just thought, it’s such a funny take on something every girl has done at some point. It holds all your essentials, looks unreal, and Blue Raspberry is exactly the kind of drink that deserves its own summer top.”
To get your hands on the limited-edition Echo Falls Carry-All, register your interest by calling 0800 211 8107 or head to Echo_Falls on IG. Echo Falls Blue Raspberry is available nationwide.