THE BEAUTIFUL STORM UMBRELLA
There are many inadequacies in umbrellas – easy to flip by strong wind, not user friendly enough, cover the user’s front view, potentially health and safety issue… three Dutch students decided to redefine umbrella design and founded Umbrella. The most outstanding feature of SENZ is its ability to function perfectly in 100mph wind. Its secret lies in its ‘short front, long back’ silhouette, which balances well in the wind, as opposed to being caught in the thick of it. The short film on the SENZ website is a convincing demonstration, showing the design is fully functional even on a bike! 
SENZ comes in three sizes – mini, original and XL. The company only ever collaborated with Minä Perhonen (Japan) for a limited edition. Akira Minagawa founded the company under the name ‘Minä’ in 1995, and later renamed it Minä Perhonen. Minä means ‘me’ in finish, and Perhonen means ‘butterfly’, reflecting Minagawa’s signature aesthetic as shown in his hand-painted emblem and handmade fabric. Apart from fashion, Minä Perhonen produces textile furniture, as well as exhibits and publishes art books. Their column in ‘So-en’ is popular amongst its readers.
Mini Size HKD$555
Original Size HKD$725
THINK SILLY STORE
Unit 8, G/F, Block B, 18 Ka Yip Street, Chai Wan, Hong Kong.
+852 2898 2199
There are many inadequacies in umbrellas – easy to flip by strong wind, not user friendly enough, cover the user’s front view, potentially health and safety issue… three Dutch students decided to redefine umbrella design and founded Umbrella. The most outstanding feature of SENZ is its ability to function perfectly in 100mph wind. Its secret lies in its ‘short front, long back’ silhouette, which balances well in the wind, as opposed to being caught in the thick of it. The short film on the SENZ website is a convincing demonstration, showing the design is fully functional even on a bike! 
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