『Shiro no Itadaki』: The Birth of the Ultimate White Umbrella Brand Pursuing Essential Value

Pursuing Essential Value – The Pinnacle of White Ogawa Co., Ltd. (Headquarters: Naka-ku, Nagoya; Representative Director and President: Yasunori Ogawa), a manufacturer of umbrellas and rain gear, will sequentially launch 『Shiro no Itadaki』, a series of sun-and-rain umbrellas composed solely of white umbrellas, under the brand theme of "pursuing essential value," starting in late April. A new brand consisting only of white umbrellas ▪️Changes in perception of things, what is truly necessary There is research indicating that even among women in their teens and twenties, who were previously said to prioritize "looking good" and "excessive decoration," there is a growing sense of fatigue with such values. Conversely, there is an increasing tendency to value "things indispensable for daily life" and "things that can be used for a long time." After the COVID-19 pandemic, a preference for essential value over glamour and flashiness has spread. In recent years, the idea that "the outside should be white and the inside black" for sun-and-rain umbrellas has become widely accepted, and many umbrellas with this specification are actually chosen. The white exterior reflects heat, suppressing the internal temperature rise, while the black interior absorbs reflections from the ground, reducing glare on the face. This choice is based on functionality. White is a versatile color that blends with any style and is a basic color that enhances its surroundings. This brand re-examined the essence of sun-and-rain umbrellas and structured its lines from two perspectives: "time spent inside the umbrella" and "time spent carrying it." Both series use functional fabric (100% UV cut rate and light blocking rate) with a white exterior and black interior. The design, which appears as a white mass overall, incorporates meticulous details such as a stone-textured handle, a translucent silicone brand tag, and rhythmic round scallop straps, expressing the "worldview of white" through material feel and design. Details that highlight white ▪️The "Inside Series" was born from the comfort of "time spent inside the umbrella." It pursues coolness and size as a space. Inside Series – Uses Radi-cool fabric Uses Radi-cool fabric*, which has a heat shielding rate of 65% (highest grade). Two types are available: a plain design and a scallop design with cute round cutouts on the umbrella's edge and drawstring storage case, each in rib sizes of 50cm and 60cm. *What is Radi-Cool? "Radi-Cool" is the name of a radiative cooling material manufactured by Radi-Cool Japan Inc. It is a technology that reflects sunlight and radiates heat without using energy, utilizing the natural phenomenon of radiative cooling. By concentrating the radiated heat into a wavelength region called the "atmospheric window," it achieves heat radiation that is not obstructed by clouds, which are a cause of global warming, enabling heat exchange with the atmosphere even during the day. Radi-Cool Japan Inc.: https://www.radi-cool.jp/ The fabric used in this series has Radi-Cool paint applied between the fabric and the back coating. This allows the umbrella body to reflect sunlight, dissipate absorbed heat, and suppress temperature rise. In heat shielding performance tests conducted by a third-party organization, comparing a sun-and-rain umbrella using general 100% light-blocking fabric with one using Radi-Cool fabric, the internal body temperature was reduced by a maximum of 11 degrees Celsius*. Compared to a state with nothing and Radi-Cool fabric, there was a 23.4-degree difference in temperature after 30 minutes, indicating that Radi-Cool fabric strongly blocks heat. In other fabric performance tests, the heat shielding rate was 65% or more (highest rank S65+), and the UV shielding rate and light blocking rate were both 100%. *Heat shielding performance test / Maximum temperature comparison after 10 minutes of irradiation. Test results are for the tested sample and do not certify the quality of the entire lot. ▪️The "Outside Series" was born from the comfort of "carrying an umbrella." It pursues lightness, storage size, and portability. Outside Series – Uses lightweight fabric and lightweight ribs Uses ultra-light fabric and carbon ribs for lightness and slimness. It offers slim types with 50cm and 55cm ribs that can be inserted into small gaps in bags, and a compact type with 50cm ribs that can be carried in small bags. 【Product Overview】 UV cut rate 100%, light blocking rate 100%, heat shielding rate 65% (highest grade), water repellent finish Price: 6,000 yen (6,600 yen including tax) Size: Rib length 50cm Material: 100% Polyester, polyurethane coating on back Opening: Manual Country of origin: China UV cut rate 100%, light blocking