The story behind the shade
About Throwing Shade Inc.
About Throwing Shade Inc.
Throwing Shade Inc. is a beauty-first sun lifestyle brand founded by Beth in Australia and Sean in the UK. We believe practical shade should feel as natural—and as considered—as putting on sunglasses.
Our Point of View
Our line is Shade Before Sunscreen™. We are designing beautiful portable shade as an additional sun-conscious habit, not as a replacement for sunscreen or other recommended sun protection.
The Founders
Beth, CEO and Brand Lead, guides strategy, positioning, customer experience, commercial decisions and marketing. Sean, CPO and Creative Director, leads product form, materials, finishes and visual identity.
What We Are Building
Pocket is our compact, portable sun umbrella. Signature is a larger expression with distinctive design details. Both are in development, beginning with the launch colour Linen, premium matte finishes, ergonomic handles, custom hardware and considered carry cases.
We are targeting UPF 50+ protection, wind resistance and responsible manufacturing. These remain product requirements rather than verified claims, and we will share substantiated results clearly as development progresses.