"Strongest Water-Repellent Umbrella" SAKASANANO Sells Out Initial Stock in Approximately 2 Weeks

Waterfront Co., Ltd. (Headquarters: Shibuya-ku, Tokyo, Representative Director: Satoshi Yoshino) announces that its "strongest water-repellent umbrella" SAKASANANO, launched this year to commemorate its 40th anniversary and utilizing the cutting-edge technology of Toray Industries, Inc., has sold out its initial stock due to popular demand.

Since its release, SAKASANANO has received an overwhelming response, with the initial stock selling out in approximately two weeks. Many customers have praised its convenience for car commutes and daily travel in rainy weather, as well as its long-lasting water repellency. Following this sell-out, Waterfront's directly managed online store has begun accepting pre-orders for the next shipment, which is scheduled for mid-July and will be shipped sequentially as soon as it is ready.

In recent years, certain PFAS (PFOA, PFOS, PFHxS, etc.), widely used in water-repellent finishes, have raised environmental and health concerns, leading to global regulations. Amidst the growing demand for reduced environmental impact, achieving the high water-repellent performance of the past has become difficult, presenting a challenge for the entire textile industry.

SAKASANANO directly addresses this challenge by applying Toray's "NANODESIGN®" technology to umbrellas, achieving high water repellency without relying solely on water-repellent agents. Furthermore, its structure allows for fabric replacement, proposing a new value of a "cultivatable umbrella" that can be used for a long time.

Product Name: SAKASANANO 61cm

Price: 14,300 yen (tax included)

Pre-order Site: https://www.water-front.co.jp/sakasanano/ Sales Locations: Waterfront JIYUGAOKA/TOKYO, Waterfront Directly Managed Online Store

An umbrella that delivers the highest level of water repellency: What is SAKASANANO?

This is the ultimate long umbrella, achieving superior water repellency through cutting-edge technology and long-lasting performance with its reverse-folding structure and replaceable fabric. It is an item for those who seek authenticity, combining the umbrella's fundamental function with a sophisticated design.

- Changing Rain Quality and Evolving Water-Repellent Performance -

In recent years, Japan's precipitation environment has changed significantly. While the number of rainy days has been on a long-term decline, the frequency of heavy downpours in short periods has increased due to the effects of global warming and rising atmospheric water vapor. The climate is shifting towards "fewer rainy days, but more intense rainfall when it does occur."

Amidst these climatic changes, high-quality umbrellas that can be used comfortably even on harsh rainy days are meeting the premium needs of modern consumers by offering a high degree of both practicality and ownership satisfaction. Meanwhile, with the review of water-repellent finishes from an environmental perspective, achieving the high water-repellent performance of the past has become difficult, posing an area that the umbrella industry needs to address. In response to this background, Waterfront has directly confronted this challenge and embarked on a new endeavor to redefine the water-repellent umbrella.

*Source: Japan Meteorological Agency, "Annual Frequency of Hourly Precipitation of 50mm or More, 80mm or More, and 100mm or More in Japan (Amedas)" (https://www.data.jma.go.jp/cpdinfo/extreme/extreme_p.html)

1. Next-Generation Water Repellency Without Environmentally Burdening Agents

Adopting Toray's new patented technology, "NANODESIGN®." Nanodesign is an innovative technology that allows for precise control of fiber thickness and cross-sectional shape at the nano level. By combining the surface texture and thickness of the threads, it creates micro-unevenness on the fiber surface, which enhances water repellency through its unique structure. This achieves the highest level of water repellency, where water droplets roll off smoothly, without relying solely on "water-repellent agents."

2. Reverse-Folding Structure for Staying Dry and Clean

Even with highly water-repellent fabric, water repellency gradually decreases with use due to the accumulation of dirt and oils from hands. This often leads to premature replacement. To address this issue, SAKASANANO employs a reverse-folding structure that minimizes contact with the water-repellent surface, thereby extending the life of its water-repellent performance. When closed, the wet surface is on the inside, preventing hands and clothing from getting wet, making it convenient for getting in and out of cars or using on trains. This considerate design also prevents others from getting wet. Furthermore, it retains the traditional benefits of a reverse umbrella, such as its self-standing capability, eliminating the need for an umbrella stand.

3. A "Cultivatable Umbrella" with Replaceable Fabric

SAKASANANO maintains its water-repellent performance, which can degrade over years of use, by simply replacing the fabric. This allows for long-term use without discarding the entire umbrella, including the frame. In Japan, approximately 80 million umbrellas are discarded annually, with many ending up in landfills without being recycled. Additionally, umbrellas are often abandoned or forgotten due to the inconvenience of carrying them. These situations contribute to the social issue of waste.

This product contributes to reducing environmental impact by enabling fabric replacement. In the future, fabric-only sales are planned, allowing for easy self-replacement. It proposes a new way of using umbrellas that is both sustainable and satisfying for the user.

*Source: "Environmental Issue of Umbrella Disposal" (Value Creation Research Lab, Department of Design, Salesio Institute of Technology)

4. Minimalist Design

SAKASANANO has been re-envisioned by product designer Yota Kakuda as a tool with a rational and stripped-down design. Instead of expanding variations, the focus is on a single long umbrella. It has a unisex aesthetic that blends beautifully with both men and women, and its design has been meticulously crafted down to the smallest detail. The result is a sophisticated design that harmonizes with its functionality. It is a beautiful umbrella, designed even in its closed state.

Product Designer: Yota Kakuda

Designer/Creative Director. Born in Sendai. Moved to the UK in 2003 and gained experience at the studios of Shin and Tomoko Azumi and Ross Lovegrove. After completing the Design Products program at the Royal College of Art (RCA), he worked as a product designer for MUJI before establishing Yota Kakuda Design in 2011. He is active both domestically and internationally and was selected as a finalist for the HUBLOT DESIGN PRIZE (the first Japanese national to do so). He has received awards such as the Good Design Award and the iF Design Award.

*Strongest Water-Repellent Umbrella/Strongest: Achieved the highest rating of 5 in water repellency tests (JIS L 1092), using fabric with a contact angle of 150 degrees or more and a sliding angle of 10 degrees or less, and demonstrated no water penetration after 150 folding and unfolding cycles in a water repellency test on the finished umbrella product.

About the Umbrella Brand Waterfront

Waterfront Brand Statement

Founded in 1986, the umbrella brand Waterfront has sold over 200 million units cumulatively and is cherished by people of all ages and lifestyles. Throughout its history, it has consistently pursued unique, high-level functionality and met diverse customer needs with affordable prices. Among its products, the ultra-thin "Pokeflat" umbrella, specialized for portability, has sold over 24 million units cumulatively and is a flagship product. In 2022, it launched "COKAGE+", a top-tier parasol, and in 2023, the women's brand "umbulatio," which combines functionality and design. In 2025, the company will change its name to Waterfront Co., Ltd. and become a group company of TSI Holdings, aiming to further enhance the brand value of Waterfront.

*Waterfront / Pokeflat are registered trademarks of Waterfront Co., Ltd.

【Official SNS】

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【Company Profile】

Company Name: Waterfront Co., Ltd.

(A Group Company of TSI Holdings Co., Ltd.)

Representative Director & President: Satoshi Yoshino

Address: Tokyu Fudosan Ebisu Building 6F, 1-18-18 Ebisu, Shibuya-ku, Tokyo 150-0013

Capital: 10 million yen

Business Activities: Planning and manufacturing of umbrellas, wholesale

Direct Stores: Waterfront JIYUGAOKA / TOKYO

Waterfront JIYUGAOKA / TOKYO

Waterfront JIYUGAOKA / TOKYO

1-9-1 Jiyugaoka, Meguro-ku, Tokyo 152-0035

This is an umbrella entertainment building aiming to become a new landmark in Jiyugaoka, Tokyo. The store, filled with umbrellas from the 1st to 4th floors, boasts approximately 500 types and 10,000 umbrellas, all lined up. It is a place where visitors can fully enjoy the unique world created by a wide variety of umbrellas.