No More Disposables! The Affordable ¥550 Folding Umbrella

Waterfront

GO!GO!UMBRELLA: An Easy-to-Carry, Lightweight Folding Umbrella Developed with SDGs in Mind

Waterfront, Japan's leading umbrella brand, has released the "GO!GO!UMBRELLA," a folding umbrella priced comparably to disposable vinyl umbrellas.

Text by OZAKI Sayaka | Edit by TSUCHIDA Takashi

Comes with a case that keeps your bag dry when you carry it!

Waterfront, a leading umbrella brand, has launched the "GO!GO!UMBRELLA," a folding umbrella priced at ¥550 (excluding tax), making it as affordable as a disposable vinyl umbrella. In Japan, umbrella consumption is high, with a particular habit of discarding vinyl umbrellas. In response, Waterfront initiated the "Let's Fold, Let's Expand Project" in June 2019 to encourage the habit of carrying folding umbrellas, from the perspective of SDGs (Sustainable Development Goals – international goals for a better and more sustainable world by 2030). The "GO!GO!UMBRELLA" is the third product in this initiative.

To reduce manufacturing costs and achieve a price point similar to vinyl umbrellas, this new product omits the brand logo embroidery on the umbrella itself and the strap. It is also available in a single color, navy. In contrast, the packaging comes in a vibrant spectrum of nine rainbow-like colors and can be reused as a storage case after use. Storing the umbrella in its case ensures that your bag stays dry during transport, a welcome feature.

When open, the umbrella measures 86.5 cm in diameter and 53 cm in length, with a 50 cm rib length. When folded, it is a compact 23 cm long and 5 cm wide, weighing a mere 140 grams, making it lightweight and easy to carry.