# Umbrella Art En-JOI the Rain By what´s wrong with the zoo | Published 2008-04-30 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/en-joi-the-rainy-weather-umbrella-artwork References: [whats-wrong-with-the-zoo](http://www.whats-wrong-with-the-zoo.com/en-joi-the-rainy-weather-–-umbrella-artwork/) & [joiumbrellas](http://www.joiumbrellas.co.uk/) For way too long the umbrella has been undervalued as a classic style icon. Think Gene Kelly in “Singing in the Rain”, Diana Rigg in “The Avengers”, Audrey Hepburn in “My Fair Lady”. Sensing this accessory has been misrepresented and misunderstood, British umbrella company **[JOI](http://www.joiumbrellas.co.uk)**is rehabilitating the timeless British classic for the 21st century. “Every 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.” JOI is born out of the idea that timeless products can be rediscovered in new, interesting ways. By incorporating [contemporary artwork](https://www.trendhunter.com/trends/joy-artist-capsule) and new, bolder colors, the [traditional umbrella](https://www.trendhunter.com/trends/weatherman-trek-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](https://www.trendhunter.com/trends/highdive) of Jetho Haynes “Lundy” 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 ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 43% | Activity: 31% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### Key Themes Behind This Trend - **Umbrella Art:** Revitalizing the traditional umbrella with contemporary artwork and bold colors. - **Streetwear Collaboration:** Partnering with popular streetwear artists to create unique umbrella designs. - **Personalized Umbrellas:** Customizing umbrellas with individual styles and accessories. ### Where This Applies - **Fashion:** Opportunity for fashion brands to collaborate with artists and create unique umbrella designs. - **Retail:** Expanding umbrella offerings to include personalized and artist collaboration options. - **Art and Design:** Exploring the potential for umbrellas as a canvas for contemporary artwork and expression. ## Related on Trend Hunter - [Designer-Approved Vibrant Weather Accessories](https://www.trendhunter.com/trends/vibrant-weather-accessories.md) - [Duck Down-Filled Umbrellas](https://www.trendhunter.com/trends/original-duckhead.md) - [Expertly Crafted Umbrellas](https://www.trendhunter.com/trends/forest-green-umbrella.md) - [Livery Resort-Inspired Umbrella Designs](https://www.trendhunter.com/trends/trina-turk.md) - [Artful Sculptural Umbrella Stands](https://www.trendhunter.com/trends/inbetween-umbrella.md) - [Space-Inspired Folding Umbrellas](https://www.trendhunter.com/trends/bloombrella.md) - [Wall Art Umbrella Stands](https://www.trendhunter.com/trends/justin-case.md) - [Charity-Benefiting Umbrellas](https://www.trendhunter.com/trends/weatherman-puppies-golf.md) - [Two-People Umbrella Designs](https://www.trendhunter.com/trends/shed-rain.md)