JOI is a British based umbrella company with an ambition towards fostering and promoting the best of undiscovered artwork. JOI realises the artist's visions with a respect and understanding of their own individual styles. For too long has the umbrella 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 that this icon has been misrepresented and misunderstood, JOI umbrellas are rehabilitating this timeless classic of British design for the 21st century.

"Every umbrella I saw on the street looked boring, always black or grey. 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 always be rediscovered in new and interesting ways. By incorporating contemporary artwork and new, bolder colours that have previously been unexplored, products can shine and be fresh and relevant as ever.

Here at JOI we believe accessories, perhaps more than any other products, have this capability to be injected with new life. They possess the power to finish an outfit as well as provide a practical solution to daily life. This should never be forgotten and be incorporated as a prominent part of what we do. Modern accessories traditionally styled, always practical.