of these and she's been talking about it ever since, which is why i wanted to do this. i'm not a huge umbrella user but she is obsessed with it. why is this different? it feels different. the weatherman. >> i told you about this idea several years ago. >> tucker: i was one of the first people you told. >> [laughs] larry drew. >> i was just trying to find a thought, why are umbrellas so bad inherently? t if there is a good one, i don't know what it is. so i literally took thousands of umbrellas apart in the apartment with a friend of mine, who is an industrial designer, tweaked and ultimately found where the weak points were and where we could strengthen the umbrella. in that process, there's a number of things that matter. you want it to be strong in the wind and also feel good in your hands. a group for that really good. there are safety features, so all of the trim is reflective, the logo is reflective in case it's in the dark, in the rain, safety for cars and such.