Working with experts at the International Institute for Product and Service Innovation at the University of Warwick, Collier designed the Rainshader to funnel rain towards the front and back of the umbrella, not in all directions like with a traditional design. And since it protects the user like a waterproof dome that extends well below their shoulders, there's less chance of them getting completely soaked.
As an added bonus, the $40 Rainshader is also made from fiber glass struts instead of metal. And that, coupled with a rubber handle, means you're not wandering around in a storm acting like a mobile lightning rod. More here.