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New Choices in the Era of Extreme Heat – Strategies of Men's Parasol Pioneer "Wpc. IZA"
As temperatures rise year after year, the summer sun beats down painfully. Measures against heatstroke have become essential, leading both children and adults to start using parasols. However, the habit of men using umbrellas has yet to gain widespread acceptance.
This caught the attention of WORLD PARTY CO., LTD. and their brand “Wpc. IZA.” The umbrella brand “Wpc.,” already leading in the industry, has developed men's parasols with the aim of creating a new umbrella culture.
We interviewed Wataru Ono, the brand manager of “Wpc. IZA,” about the aims and features of their products, uncovering the secrets behind their impressive sales of approximately 1.4 million units in total.
PROFILE
Wataru Ono
WORLD PARTY CO., LTD. Sales Promotion Department Manager
After graduating from university, he engaged in advertising production as a copywriter and creative director in the advertising industry before joining World Party after working at a manufacturer.
He oversees the branding and creative department and serve as the brand manager for "Wpc. IZA."
It's Time for Men to Carry Umbrellas
The name “Wpc. IZA” piques interest, and Ono explained that the concept of the product is fully encapsulated in this name.
“It originates from the expression ‘iza!,’ which samurais would use when embarking on something significant. When we launched this brand in 2021, there was no market for men's parasols.
"To tackle the challenge of ‘establishing the habit of men carrying umbrellas,’ we chose the name ‘Wpc. IZA’ as it embodies this intention.”
Given the recent trends in global warming, measures against heat and UV rays have become urgent issues. With 95% of Wpc.'s customers being women, there was a demand for a strategy to attract male consumers.
According to Ono, public agencies were addressing heatstroke as a societal problem, and awareness campaigns using the term "Umbrella Men" were being conducted. Furthermore, with the rising beauty consciousness among men, there was an anticipated demand for parasols.
Striving for a Balance of Coolness & Comfort
At the brand's inception in 2021, the culture of men's parasols had not yet spread, prompting them to sell products under the keyword "dual-purpose for sun and rain." They encouraged the use of similar products intended as rain umbrellas also as sun parasols, as Ono reflects.
That strategy proved successful, achieving sales of approximately 570,000 units over three years. As sales continued to grow steadily, 2023 became a significant turning point.
“Starting in 2023, extreme heat days became commonplace and the average temperatures for June to August reached record highs since statistics began, dramatically shifting the environment surrounding parasols.
"I felt that the day was approaching when parasols would become essentials for men as well, so we established the slogan ‘This is COOL.’ We aimed not only to convey coolness but also to communicate that it’s stylish for men to carry parasols.”
By the end of March 2025, the cumulative sales reached approximately 1.4 million units, which is impressive. What is the secret behind this popularity?
Technological Advancements for High Functionality in Dual-Purpose Umbrellas
“Wpc. IZA” boasts usability as a dual-purpose umbrella for sun and rain. Moreover, the official brand site states that it possesses remarkable features that are hard to believe for a dual-purpose product. How was such high functionality achieved?
“Through our commitment to high-quality fabrics and advanced coating technology, we have managed to create exceptional light-blocking and water-repellent capabilities.
"For instance, we adhere to the JIS L 1055 A method standard, achieving a light-blocking rate of 100%, and we adopt materials that conform to the JIS L 1925 standard, achieving a UV cut rate of 100% and UPF 50+. This ensures effectiveness even under strong sunlight.”
While the performance of the fabric alone is sufficient to achieve effective results, it appears that the coating also influences the product's performance, reflecting the company's capabilities.
"The outer surface of the umbrella is treated with water-repellent processing, while the lining features a multi-layer coating of polyurethane resin. As a result, we have achieved the highest level of 5 on the JIS standards for water repellency. Our water resistance has also been proven, withstanding 10,000 mmH2O, ensuring that rain does not penetrate even during heavy downpours.
"A significant challenge in the manufacturing process is that the drying time of the coating varies depending on the daily weather, which can lead to inconsistencies in quality.
"However, our company employs skilled artisans who have extensive experience in the umbrella industry and high technical capabilities, allowing for more stringent quality control."
When discussing this matter, it became clear that their quality control is thorough; employees travel from the headquarters to oversee inspections on overseas production lines, and even after the products arrive domestically, they undergo multiple rounds of inspections.
Creating Products that Tickle Men's Fancy
The challenges faced in developing "Wpc. IZA" were more about creating products that aligned with the concept of "men's sun umbrellas" and expanding awareness, rather than just technical aspects.The functional aspects of sun and rain umbrellas can be flexibly adapted based on existing knowledge. However, the brand originally set out to create a "habit of carrying an umbrella," so they have gone through a process of trial and error to achieve a user experience that feels stress-free and is lightweight.
As Ono mentioned, many people find it bothersome to carry a foldable umbrella regularly, especially men. Some prefer to just carry their smartphone, wallet, and keys in their pockets and enjoy the convenience of being hands-free.
Nevertheless, the high functionality of "Wpc. IZA" is likely to appeal to men. Additionally, while the basic design colors and size variations have catered to male preferences, they have recently begun expanding their product line to reach a broader audience.
"We are expanding our lineup to include ultra-lightweight models for those who need to keep an umbrella handy, as well as dedicated models for backpack users, in order to accommodate men with diverse lifestyles."
In the midst of their steady product development and sales efforts, how do they perceive the reasons for the popularity they have garnered?
"As a company that has been involved in umbrella manufacturing for over 20 years, I think the consistent efforts we have made to create an atmosphere where men feel comfortable using sun umbrellas since our brand launch is now paying off. Additionally, the recent rise in temperatures has been a significant factor. As sunlight has become intense enough that it is difficult to go without a sun umbrella, opportunities to purchase them have gradually increased."
As mentioned earlier, 2023 was a year marked by record-breaking days of extreme heat. According to Ono, a pivotal moment occurred when the "Nikkei Trendy" magazine (December 2023 issue) featured the term "men's sun umbrella" along with "Wpc. IZA." This contributed to the growing awareness of men using sun umbrellas not just for aesthetic reasons but as a precaution against heat stroke.
With its high performance and stylish design, "Wpc. IZA" has gained popularity. What future developments are planned?
"We will continue to hold the desire to assist in preventing heat stroke and ensuring comfortable living. We aim to be a brand that people will remember when summer arrives, in connection with 'Wpc. IZA.'"
As a part of the grooming of adult men, we highly recommend keeping "Wpc. IZA" at hand in your bag.
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