2024.05.28

The Ultimate 100% Sun Protection Umbrella 'UVO' Is a Big Hit: Wpc.'s Proposal for the Fashion Frontier of Umbrellas

#Parasol

#UV Protection

#UVO

#Wpc

#Complete Sun-blocking

#Multi-function Umbrella

Copied to Clipboard

These days, the sun's rays are getting stronger day by day. One recommended method of UV protection is using a parasol.

However, choosing a function-focused parasol raises concerns about cost. To meet consumer expectations, the parasol brand "UVO" was created, offering both functionality and cost performance.

Moreover, at Wpc., which promotes UVO, various suggestions are made to also enjoy umbrellas as fashion items. With the rainy season just around the corner, we interviewed Kadoya, Brand Manager at World Party Co., Ltd., about creating products that bring happiness on both rainy and sunny days.

Choosing Umbrellas as Fashion Items

How has the environment of the umbrella industry and customer demands changed compared to when the brand was established 20 years ago?

The perception of umbrellas has significantly changed over the past 20 years. Back then, umbrellas were considered just tools to protect from rain. However, today, both functionality and fashion are in demand.

In terms of functionality, there are more extremely hot days known as scorching days, especially during summer, and sudden weather changes such as guerrilla rainstorms have become more frequent. Hence, high-performance features are required.

For example, while the high functionality of umbrellas as parasols, like 100% UV cut rate and complete sun-blocking, is emphasized, aspects such as water repellency and good drainage are also crucial for comfort in various situations.

The ability to quickly respond to the need for products with advanced features is essential.

Among Wpc.'s products and designs, which ones have left the most lasting impression over the past 20 years?

One product that is deeply memorable because it changed our consciousness is the Shiny Umbrella, which became a massive hit after going viral on social media.

This umbrella features a cute design with a vinyl fabric that shines in rainbow colors. Although it has been on the market for about 10 years, it suddenly went viral on social media four years ago, selling 300,000 units in total.

This umbrella started being purchased not only for use on rainy days but also for taking photos for social media and as a fashion item. Our experience of a product going viral on social media and selling well was unprecedented in the umbrella industry, and it significantly changed our mindset.

What do you consciously focus on when making umbrellas?

Umbrellas are inherently items used in negative situations, such as rainy days or very hot summer days. Not many people like rain, and the sweaty summer season is not comfortable either.

Therefore, we aim to create umbrellas that bring joy even in such situations. We strive for cute, comfortable, chic designs that add value beyond mere practicality.

We aim to create products that move and make our customers feel happy.

We want to provide an extra positive experience, especially in negative situations. That is our philosophy. Thus, we continue to release new, inspiring products every year, challenging ourselves under the belief that negative situations can be turned into positive experiences.

This year, we collaborated with the New Enoshima Aquarium to release an umbrella that recreates the aquarium's tanks. This umbrella has been well received mainly in Kanagawa Prefecture and has also been selling well nationwide.

In addition, we have collaborated with popular characters such as "Chiikawa" and "Opanchu Usagi," and with cat photographer Masayuki Oki, among others. Recently, the Cream Soda Umbrella, a project in collaboration with "Traveling Coffee Shop," has been the top hit.

We feel that delivering a collection of products that can continuously provide new excitement resonates with our customers. It makes us happy to hear feedback like, "This year, too, there was a product that moved me."