Sun-protective clothing is getting a chic makeover as brands like Claudent and Hunza G introduce stylish UPF (ultraviolet protection factor) options. Georgina Huddart, founder of Hunza G, notes the need for fashionable sun-protective clothing that doesn't compromise style. "There's a whole load of women who want to wear something that protects their skin, but aren't about to jump on a surfboard and hit a wave," Huddart says.
Growing Demand for UPF Clothing
Claudent, spearheaded by CEO Mia Zee, is addressing the gap in stylish UPF clothing. After being diagnosed with a sun allergy in 2019, Zee launched Claudent in 2023 with co-founder and creative director Emma Gerber. The UPF clothing market is projected to reach $1.74 billion in the coming years, growing at a rate of 6.8% to 8%, according to The Future Laboratory.
Challenges in UPF Fabric Development
Developing effective UPF fabrics is challenging, requiring a tight weave to block UV rays. UPF 50+ is considered the gold standard, blocking about 98% of rays. Many brands use chemical treatments to achieve this rating, but these treatments often wash out after 20 to 30 washes. Claudent aims to achieve long-term UPF 50+ protection without chemical treatments.
Fashion Takes the Lead
Brands are prioritizing fashion in their UPF offerings. Rashi, founded by Anna Feller, plans to expand from swimwear to tracksuits and activewear. Feller envisions UPF clothing that transitions seamlessly from beach to city. "I’ve always been interested in creating pieces that move effortlessly through different parts of your lifestyle," she says.
Future of Sun-Protective Clothing
Katie Devlin, fashion trends editor at Stylus, believes sun protection will soon be a summer must-have. Rose Coffey of The Future Laboratory predicts that sun protection will become a standard feature in clothing. Claudent's Zee sees potential in marketing UPF clothing beyond fashion, emphasizing its wellness benefits. "If you’re investing in lasers and retinols, why wouldn’t you protect your skin?" Zee asks.
Source: https://www.vogue.com/article/can-sun-protective-clothing-ever-be-chic-these-brands-think-so
