You never really know where a great business idea might begin. Sometimes it’s sparked by something surprisingly simple or date back to decades earlier.
That’s exactly what the situation was for Blake Wilson, founder of Retro Umbrella Co – the colourful and glamorous shade solutions that are popping up in backyards all over Australia. The idea was sparked from something that was right in front of Blake for much of his life. An iconic print hanging on the wall of his family home by American photographer Slim Aarons – known for his mid-century images of socialites, jet-setters and celebrities.
The print hung in his childhood home – it’s an uber cool scene of Palm Spring’s iconic Kauffman House designed in 1946 by renowned architect Richard Neutra. The photo was taken in 1970 – where sophisticated socialites entertain poolside. Wilson’s mum loved the photograph and at one point decided she wanted an umbrella just like the ones in the image for her own backyard – something colourful, playful and unmistakably retro. The problem was she couldn’t find one. Not in Australia and not easily anywhere. The umbrellas looked iconic in those photographs, yet finding something similar in real life proved surprisingly difficult.
By the time the idea resurfaced, Wilson already had experience in the outdoor product space. Together with his brother he had launched Pyramid Shades, a Kickstarter project focused on improving sun protection. Traditional umbrellas only shield from above, but Pyramid Shades were designed to protect from reflected and side UV as well, using UPF50+ fabric to provide better coverage outdoors.
The project gained traction and eventually evolved into Wilder the Label, a broader outdoor accessories and picnicware brand that included beach umbrellas in the range. But the retro style umbrella his mum had searched for – the one that captured the character of those vintage poolside scenes still didn’t exist.
So Blake started sketching. At first it was pencil drawings, then large sheets of plotter paper spread across the floor as he worked through proportions and shape. The goal was to recreate the distinctive silhouette – the scalloped valance, the layered tiers, and the sense of personality that made them stand out in a setting.
The first prototype looked the part, but it didn’t survive an Australian summer. Standard fabrics simply weren’t built for that level of UV exposure. The colour faded quickly and the material stretched, turning what began as a striking design into something you wouldn’t want sitting in the backyard after only a few months.
That setback led Wilson into months of research into outdoor textiles. The answer finally came in solution-dyed acrylic, a material where the colour is embedded directly into the fibre during manufacturing rather than applied afterward. It’s widely used in marine and commercial environments because it resists fading, stretching, moisture and prolonged sun exposure in a way many standard outdoor fabrics cannot.
With the fabric problem solved, attention returned to the design. The double-tier valance went through multiple revisions as proportions were refined and curves adjusted. A specially woven edging strip was introduced so the scalloped shape held its form properly, giving the umbrella the distinctive silhouette Wilson had been working toward from the beginning.
Eventually the retro umbrella looked exactly how it was meant to. It was the one his mum had been searching for years earlier. From there, Retro Umbrella Co. began to take shape. Wilson realised there were plenty of others who appreciated that nostalgic poolside aesthetic but had struggled to find anything similar locally.
Colour plays a big role in the collection. Some shades draw on vintage coastal resorts and old holiday settings, while others lean into the playful side of mid-century outdoor entertaining with bright colours that bring a sense of energy to outdoor spaces.
These gorgeous retro style umbrellas aren’t designed to disappear into the background. Whether they’re placed beside a pool, on a terrace, or set up for a long lunch in the garden, they add personality to the setting and help shape the atmosphere around them.
Inspired by that iconic Slim Aaron’s image, Retro Umbrella Co. now brings that sophisticated style to Australian backyards and commercial spaces, elevating the ordinary into sophisticated retro style glam.
Order Online at www.retroumbrella.co
