AURORA

An umbrella line bearing the AURORA name, presented as an original brand in the official brand listing. Its brand description puts forward “an exceptional umbrella cherished here and now” and states an aim to create umbrellas that do not fade with time. Product pages also emphasize its commitment to Japanese manufacturing and sewing by skilled craftspeople, positioning it within AURORA as an umbrella line with a stronger focus on design and craftsmanship.

A brand bearing the AURORA name, listed in the original brands section of the official online store. Centered on being “kind to people and the environment,” it offers products that take ecology, food waste, and sustainability into consideration, and also has a system for donating part of its sales to welfare organizations. Among AURORA’s umbrellas and apparel, it serves a role that foregrounds social responsibility and environmental consideration, positioned as expressing the brand’s values separately from its basic rainwear range.

A men's umbrella line stemming from Lumielle AURORA 1896, as listed in the original brand field. Product pages promote incorporating “special luxury that is true to oneself” into everyday attire and present high-quality umbrellas with an emphasis on Japanese production. Brand listings and product ranges specialize in men's rain umbrellas, positioning the line as a men's-focused interpretation of the Lumielle AURORA worldview.