#Japan #Kyoto #Moonbat #Estaa #pitää

The Birth of ‘pitää’: A New Era in Umbrella Design

Japan’s renowned Moonbat Co., Ltd., based in Kyoto, has recently introduced a new umbrella brand called ‘pitää’. Combining practicality with aesthetic appeal, this brand features three unique series set to launch first at a pop-up store in Paris on January 21, 2026.

The name ‘pitää’ is derived from the Finnish word meaning “keep” or “preserve.” This brand builds upon the values of its parent brand ‘estaa,’ which emphasizes protection from harsh weather conditions. By addressing everyday inconveniences, ‘pitää’ aims to seamlessly integrate into consumers’ daily lives. This combination of utility and style reflects modern consumer needs and preferences.

Exciting Features of ‘pitää’

The ‘pitää’ umbrella series will include:
1. Magnet-equipped Model: Comes with a built-in magnet in the handle for convenient storage on doors after use, ensuring it stays within reach.
2. Half Capsule Model: Designed to tuck the often-misplaced umbrella bag into the handle for easy accessibility.
3. Pen Model: Featuring a sleek, pen-like shape for easy handling, this model is both functional and stylish.

Each umbrella will also feature a loop clip, allowing users to attach them to bags or other items for easy transport. The range boasts a variety of vibrant colors, ensuring individuality and style shine through.

Paris Pop-Up Launch

The inception of ‘pitää’ includes a pop-up shop at TAKUMI FLAVOURS located in central Paris, an area known for its cultural significance and high foot traffic from both locals and tourists. This shop, renowned for its promotion of Japanese craftsmanship, attracts approximately 5,000 visitors monthly, making it an ideal starting point for launching this innovative brand.

The decision to unveil ‘pitää’ in Paris is strategic, as France has shown an increasing interest in functional fashion, particularly addressing the needs of climate change, such as extreme heat. By showcasing this collection in a city recognized for its blend of fashion, culture, and lifestyle, Moonbat aims to bridge cultural gaps and introduce Japanese innovation to an international audience.

Initial responses confirm the excitement surrounding the launch, with many customers engaging with the products on the first day, noting the lightweight and portable design synonymous with Japanese engineering excellence.

Product Details

1. Pitä [Magnet Model]

• - Type: Dual-purpose (Rain and UV protection)
• - Price: ¥4,400 (Tax included)
• - Features: 100% UV protection, built-in magnetic handle, and loop clip.
• - Size/Weight: 55cm ribs, 230g weight, opens to 98cm.
• - Color Options: White, Black, Pink, Red, Mint Green, Sax Blue.

2. Pitä [Half Capsule Model]

• - Type: Dual-purpose (Rain and UV protection)
• - Price: ¥4,950 (Tax included)
• - Features: Common bag storage handle, loop clip.
• - Size/Weight: 50cm ribs, 137g weight, opens to 81cm.
• - Color Options: White, Black, Pink, Red, Mint Green, Sax Blue.

3. Pitä [Pen Model]

• - Type: Dual-purpose (Rain and UV protection)
• - Price Range: ¥4,400 – ¥4,950 (Tax included)
• - Features: Ultra-thin stainless steel core, loop clip.
• - Size/Weight: 50cm at 70g, and 55cm at 88g, opening sizes from 80cm to 97cm.
• - Color Options: Gray, Charcoal Gray, Deep Orange, Dark Orange, Green, Sky Blue.

Future Availability

Post the Paris event, consumers can purchase the ‘pitää’ umbrellas through the official online store, major retailers such as Hands and Loft, and various other shops nationwide starting mid-February 2026. This progressive marketing strategy signifies Moonbat's commitment to innovation and sustainability in daily living.

For full product information and updates, visit their official site at MOONBAT and find ‘pitää’ details at estaa from early March.

Moonbat Co., Ltd., an esteemed company founded in 1885, continues to captivate the market with innovative products enhancing lifestyle experiences while ensuring the beauty and utility of everyday accessories.