Fujita Co., Ltd. Launches New Brand "Miorium" Featuring Watercolor Art Inner Lining for Parasols - Eliminating the "Inner Black" to Create a "Personal Flower Garden"

Fujita Co., Ltd. (Headquarters: Shizuoka City, Shizuoka Prefecture, Representative Director: Michiichi Fujita), a company with 107 years of history, has launched its new brand "Miorium" and began sales on Tuesday, March 25, 2026. Sales are scheduled to start on the company's own EC site in early April.

"Miorium" is a coined word combining "MIO" (Italian for "mine") and "RIUM" (Latin for "place/space"). The brand embodies the idea that when you open the umbrella, it becomes your own special place (space).

The most significant feature is the elimination of the common "black inner coating" found in most parasols. Instead, the inner surface is adorned with watercolor art designs by Shizuoka-born designer Ayano Ichiyanagi. Whether under the intense summer sun or during a sudden downpour, the moment you open the umbrella, your own personal flower garden unfolds above you.

Online Store URL: https://partyrain.ocnk.net/

Development Background

Currently, there is a prevailing "norm" in the parasol market.

"Plain on the outside, black coating on the inside."

While this specification has become widespread for light-blocking and heat-shielding purposes, numerous customer voices have been raised:

"Even if I buy it because I like the design, it's meaningless if the inside is black coated."

Since its establishment in 1919 (Taisho 8), Fujita Co., Ltd. has continuously pursued "a life where one can go out comfortably even on rainy days." Currently, the company's philosophy is:

"Brightening your heart, whatever the day."

We want to deliver an experience that slightly brightens your mood the moment you open your umbrella, even amidst the sweltering heat, sudden heavy rains, and the stresses of busy daily life.

However, we questioned whether our existing lineup truly achieved this mission. This question led to the development of Miorium.

The inner lining features watercolor floral designs. The once monochrome black interior of the umbrella now holds a sense of calm and elegance that soothes the heart with every glance.

Introducing the New Brand: "Miorium"

Brand Concept

"Moments of Solace, Whatever the Day."

It gently protects you from cold rain, the summer sun, and the hustle and bustle of daily life.

Whether for work or leisure. On a commuting morning or a holiday stroll. Each time you open the umbrella, your own special space unfolds above you.

Functional Features

1. Complete Light Blocking x High Heat Shielding: Making Summer Outings More Comfortable

The three-layer fabric effectively blocks the intense summer sun.

Heat shielding rate: 54%, Light-blocking rate: 100%, UV cut rate: 100%, UPF50+

2. Handles Sudden Heavy Rain: Water Repellency Grade 4 x Water Pressure Resistance 30,000mm

While being a parasol, it is equipped with waterproofing performance comparable to a full rain umbrella. You can confidently handle heavy rain and sudden weather changes.

3. Design and Quality Designed for Continued Use, Down to the Details

Handle: Made of warm natural wood for a comfortable grip every time you hold it.

Snap Fastener Strap: Designed for ease of use, eliminating stress during opening and closing.

Piping Finish: Subtle piping along the edge adds an elegant accent.

Photo of piping finish

Photo of snap fastener strap

Photo of wooden handle

Design Variations

Flower bed

A powerful color combination of yellow and green, evoking the vibrant growth of plants. A bright and cheerful design that brings energy on any day.

Alyssum

Expresses the subtly blooming Alyssum flowers within an elegant blue. A design inspired by adult women, imbued with wishes for grace and progress.

Product Lineup

Flower bed

Alyssum

【Common Specifications】

Material: Three-layer structure fabric

Sun protection features: 100% light-blocking / 100% UV cut / UPF50+ / 54% heat shielding

Rain protection features: Water repellency Grade 4 / Water pressure resistance 30,000mm

Other: Wooden handle / Snap fastener strap

Sales Information

Direct Store / Wholesale Sales Start: Tuesday, March 25, 2026

EC Sales Start: Scheduled for early April 2026

Sales Channels: Direct Store / Company's Own EC Site / Rakuten Ichiba / Amazon / Wholesale Retailers

Online Shop: https://partyrain.ocnk.net/

Company Profile

Exterior/Interior of Fujita Co., Ltd. Direct Store Party Rain

Founded in 1919 (Taisho 8), we are a "umbrella and rain goods" company in Shizuoka Prefecture, now in our 107th year. Since our founding, we have promoted corporate activities with the goal of spreading "a life where one can go out comfortably even on rainy days." In addition to developing our own brands, we handle products from over 20 manufacturers, enabling us to meet a wide range of customer needs. Our direct store, a rare select shop for umbrellas and rain goods nationwide, attracts many customers not only from the local community but also from outside the prefecture.

Company Name: Fujita Co., Ltd. Location: 2-8-18 Shofu, Aoi-ku, Shizuoka City, Shizuoka Prefecture Representative Director: Michiichi Fujita URL: https://fujitaya.jp/

Keywords: Umbrella, Heatstroke, New Product, Rainy Season, Midsummer Heat, Long-established, Shizuoka, Business Succession, Rain Goods, Miscellaneous Goods