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This summer’s hottest accessory: Sun protection
cnn.com • • business
Key Points:
- UPF (Ultraviolet Protection Factor) clothing, designed to block UV rays, is gaining popularity in the US as consumers become more health-conscious and seek sun protection beyond sunscreen.
- The trend is driven by climate change, increased awareness of skin health, and influence from celebrities like Anne Hathaway and Kendall Jenner, with activewear brands and retailers such as Athleta and Uniqlo expanding their UPF offerings.
- Market data shows rising demand, with a 34% sell-out rate for full-price UPF items projected in 2026, surpassing general apparel sell-out rates, and significant increases in online searches and social media interest.
- While UPF clothing has traditionally been associated with outdoor athletes and workers, a new fashion-forward customer base is emerging, including boutique brands offering stylish sun-protective apparel and accessories targeted mainly at women.
- Experts caution consumers to be vigilant about marketing claims, as UPF certification requires testing, and some products labeled as "UV protectant" may not meet standardized protection levels.
