For way too long the umbrella has been undervalued as a classic style icon. Think Gene Kelly in â€œSinging in the Rainâ€, Diana Rigg in â€œThe Avengersâ€, Audrey Hepburn in â€œMy Fair Ladyâ€. Sensing this accessory has been misrepresented and misunderstood, British umbrella company JOI is rehabilitating the timeless British classic for the 21st century.
â€œEvery umbrella I saw on the street looked boring, always black or grey," says Hamish Duncan, JOI's founder. "Sometimes I'd see a design, but it was usually a logo and on the outside. I thought there was nothing for the most important person; the one under the umbrella. It just didn't make sense.â€
JOI is born out of the idea that timeless products can be rediscovered in new, interesting ways. By incorporating contemporary artwork and new, bolder colors, the traditional umbrella is injected with new life, awakens the senses and completes your outfit as well as provides a practical shield against the weather.
The featured artists of the current collection are German designers Stefan Marx and British Jethro Haynes. Both artists are popular and well-known in the streetart/streetwear scene and developed two great models together with JOI.
Although I am a woman, the bold colors of Jetho Haynes â€œLundyâ€ umbrella don't seem to fit my style. Still, I am very much into it, especially the idea of adding tassels pleases me deeply. And I can't hide the fact that I am huge fan of Stefan Marx. His artwork is rich in detail, playful, humorous and still intelligent, and it goes without saying that I go for his model.
All JOI umbrellas are available for purchase at the JOI website. You can also find them at selected, premium resellers.
Credits: JOI umbrellas, Stefan Marx, Jethro Haynes
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