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Dry County!
The North West of England is currently drier than the Atacama Desert (http://en.wikipedia.org/wiki/Atacama_Desert), even though it did piss it down last night. Not only have we got a hosepipe ban (jfc) they're are plans to drain the Leeds/Liverpool Canal to conserve water: http://www.bbc.co.uk/news/10622798
Umbrella designers and the umbrella industry as a whole are very worried.