Retailer Lands’ End is launching a new line of sun-protective clothing in response to customer concerns about the effects of the sun on their skin and health.
The Sun.Life line targets the entire family with an Ultraviolet Protection Factor (UPF) rating of 30 or 50 - which blocks 96.7% or 97.5% of the sun's harmful UV rays respectively.
"Sun.Life is something our customers asked us for, simply because they were worried about what the sun was doing to their skin while they were enjoying outdoor activities with their families," said Alan Kirk, senior vice president of global sourcing for Lands' End.
The collection also includes breathability, wicking and antimicrobial features, but has been styled in bright colours and patterns along with cotton-rich fabric blends so that they look like normal, everyday clothes.
"The biggest benefit to our customers is that the Sun.Life collection offers all the functional benefits normally found in true camping or hiking gear, but can now be found in regular, comfortable styles that can be worn every day, all day long," Kirk added.