The Hands Free Cockpit Umbrella must have some advantages over a rainjacket and a hood, but I just can't think of any.
The Hammacher Schlemmer website says it “protects your head and shoulders from wind, rain and snow — and, unlike an umbrella — leaves both hands free …”
Well there's the advantage — the cockpit umbrella is an improvement over using an umbrella while bicycling.
Actually, the device might be useful in Japan. Earlier this year the nation enacted laws making it illegal to ride a bike while holding an umbrella. My friend who used to live there says it's common to see bicycle riders using umbrellas on a rainy day.
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