"Fujitaya" is a long-established umbrella shop founded in 1919. The young fourth-generation owner is challenging himself to create new umbrellas adorned with Shizuoka's traditional crafts, carrying on a history that was once almost lost. What kind of "umbrellas to be cherished, not discarded," are they, that not only accompany us on rainy days but also in our daily lives? We delve into Fujitaya's philosophy of weaving memories of life and the artisans' aesthetic of "treasuring objects."
Daigo Fujita
After leaving his hometown for a time to work for a major manufacturer, he returned in 2024 to take over Fujitaya. He continues to challenge himself to deliver the true value of umbrellas, including participating in pitch events where prospective successors from all over Japan compete with new business ideas.
(*Article content is based on information at the time of the interview)
#1 The Lineage of Artisans Gathered by Tokugawa Ieyasu
106 years of establishment, succession and revitalization. The lineage of umbrella making rooted in Sunpu Castle Town.
――Fujitaya was founded in 1919. Could you please tell us about the historical relationship between Shizuoka and umbrellas first?
As is well known, Shizuoka City is home to Sunpu Castle, where Tokugawa Ieyasu lived in his later years. As a castle town, it has a history of gathering various crafts and artisans. There was already a fertile ground for craftspeople to take root.
Our company was founded in 1919, when umbrella makers who had roots outside the prefecture learned about this soil for umbrellas in Shizuoka City and started their business here.
――I heard that back then, many artisans were involved in making a single umbrella.
Yes. Even now, there are no manufacturers, even overseas, that make all the parts of an umbrella from scratch. Similarly, at our company, the materials and processing methods differed, such as fabric for the material and processed wood products, so various artisans were involved.
For example, fabric artisans made the textiles, and others dyed them. For the handles, parts makers carved the wood into shape.
The ribs and central shaft also required different skills than the handle, with artisans who consistently handled everything from carving the wood to assembly.
In those days, it was the era of traditional Japanese umbrellas, so there were even more parts. There were probably about 10 to 15 companies of artisans making the parts, and we would then assemble them.
#2 Transition from Japanese to Western Umbrellas
From heavy and wind-vulnerable Japanese umbrellas to the lightweight and convenient Western umbrella culture
――Did fabric umbrellas appear after Western umbrella culture was introduced?
That's right. Japanese umbrellas were based on Japanese paper, but Western umbrellas, which were fabric-based, rapidly spread around 1800.
Japanese umbrellas had characteristics such as being made of Japanese paper, having many ribs, being heavy, and being vulnerable to wind.
We also used to make Japanese umbrellas, but after learning about the convenience of Western umbrellas, we transitioned to making them.
――I was surprised to hear that parasols are actually older than rain umbrellas.
Yes, umbrellas were created about 4,000 years ago, but they were used as parasols for a long time. It was only about 200 years ago that they started to be used as rain umbrellas.
Strictly speaking, umbrellas were originally used as sacred objects or by royalty to show their authority.
They weren't really practical items; they were more like decorations or crowns. That's how umbrellas originated.
#3 "My Own Unique Umbrella" Adorned with Shizuoka's Refinement
The value of new parasols born from kimono fabric, woven with Enshu cotton tsumugi and maki-e lacquerware
――I hear that these umbrellas use "Enshu cotton tsumugi" fabric from Shizuoka. Could you tell us about the charm of this fabric?
Cotton tsumugi is a woven fabric made in the western part of Shizuoka, and it was originally used for kimonos and sundries, not for umbrella fabric.
One of its features is this striped pattern. And another feature is its excellent functional properties.
Woven fabrics are made by combining warp and weft threads, but this Enshu cotton tsumugi has a very high thread count, meaning the threads are very dense. So, simply by using it as is, it has a very high UV cut rate and light-blocking rate as a parasol.
――It's surprising that it's a natural material, yet it has a UV cut rate of over 95%.
That's right. Although it varies depending on the color and other factors, it generally achieves about 95%, so it maintains sufficient functionality despite being a natural material.
Also, this handle was carefully crafted with Shizuoka's traditional crafts in mind.
――This handle is completely different from ordinary umbrellas; it's very lovely.
We designed all of these from scratch.
We created the base with Shizuoka-style turned wood, and then had an artisan apply maki-e lacquerware to it. With just this handle, we can express two of Shizuoka's traditional crafts.
We once stopped making umbrellas, but when we decided to resume umbrella making in Shizuoka, we set a concept: not just "we made umbrellas," but "we want to share Shizuoka's various traditional crafts through umbrellas."
#4 Repairing a 700-yen umbrella for 2,000 yen
The philosophy of "treasuring objects" imbued in repairs and redesigns. The artisan's spirit of "returning a cherished umbrella cleaner than it was received"
――I hear you also redesign umbrellas using kimono and yukata fabrics.
Umbrella Artisan / Hishiko Fujita
Yes. For example, many people who cherish their great-grandmother's kimono but no longer wear it have it remade into an umbrella that is easy to use in daily life. When we return it after tailoring it into an umbrella, they are very happy.
Once, an elderly lady brought in a damaged umbrella that her grandchild had used, and asked us to replace the fabric with a new, youthful one, while preserving the beautiful handle.
Adjusting the size and other aspects was challenging, but after about a year of recreating the pattern and replacing the fabric, she was going to give it to her grandchild as a gift. I thought it was a wonderful story.
――What is the underlying philosophy behind such repairs and redesigns?
Well, clear plastic umbrellas are the mainstream now, and I often see them carelessly discarded, with people thinking it's fine to just throw them away.
However, perhaps it would be better to cherish one item from now on. It leads to a reduction in waste, and I hope we can convey the long-standing culture of "using things for a long time."
――What lessons did you learn from your uncle, who was a master of repair?
Umbrella Artisan / Michiharu Fujita
He always taught me to make sure that the customer would cherish the item, saying, "Return it in a cleaner state than it was received, so that the customer will thank you."
One memorable episode involves a lady who had been carrying a folding umbrella, costing about 700 yen, with her for 15 years whenever she went mountain climbing.
I told her it would be cheaper to buy a new one than to replace the ribs, but she called that umbrella "my child." She asked me to fix it because she felt that if "this child" was gone, something bad would happen.
I repaired it for 2,000 yen, and when she picked it up, she was so delighted. That memory is still very vivid and strong in my mind.
#5 Updating the Value of Umbrellas in Their 106th Year
Transforming umbrellas into "something exciting." The fourth-generation leader's challenge to a 100-million-unit annual market
――Mr. Fujita, you have returned to your family business, carrying the 106-year history of its founding. Could you please tell us about what you want to achieve looking ahead several decades, and your vision for new business?
To be honest, I personally feel that umbrellas are not a very interesting field for most people.
Even though over 100 million umbrellas are bought every year, when I ask if people know any umbrella brands, no one in my circle did.
Therefore, to make umbrellas something exciting for everyone, we want to update the value of umbrellas one by one – with fashionable umbrellas, umbrellas that express individuality, and umbrellas that perfectly fit each person's lifestyle – and connect with the founding aspirations that we have pursued.
――Specifically, what kind of business are you envisioning?
I want to pursue two main business ventures. First, to widely disseminate the traditional products of Shizuoka that were featured today.
Through our umbrella making, I want to convey traditional crafts, or "Made in Shizuoka," to all of Japan and the world. In the process, I hope to rebuild the workshop that existed when the company was founded and become a part of Shizuoka's industry. That's the first goal.
――And what is the other business venture?
The other is a new brand development that will accompany daily life. Umbrellas as traditional crafts inevitably have aspects that are difficult to handle. Therefore, we aim to update the value of umbrellas to fit modern sensibilities and make them an approachable presence in everyday life.
