The Skin Cancer Foundation Journal

MAY 2014

The 2012 edition of The Skin Cancer Foundation Journal features medically reviewed, reader-friendly articles such as tanning, the increasing incidence of skin cancer diagnoses among young women, & the prevalence of melanoma among white males over 50.

Issue link: https://skincancer.epubxp.com/i/319518

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41 N ot long ago, sun-protective clothing was strictly practical; think khaki safari gear or a shapeless muumuu. But that's changed, with large apparel brands such as J. Crew and Lands' End, as well as small startup labels, featuring high-fashion clothing designed with high-UPF protection. These sun-safe threads have even graced the pages of fashion magazines such as Vogue, W and Marie Claire. Driving the trend is the rising aware- ness of the dangers of ultraviolet exposure, especially among women. "You can see the market growing more towards sun safety," says Kate Davis Steer, founder of SunSoaked, an Australian beach outerwear line. Inspired by the rash guard, a sun-protective shirt previ- ously popular only among surfers, Davis Steer designed a line of more fashionable, feminine and elegant swim tops and sunwear. "You can cover up and protect yourself from the aging and damaging effects of the sun, while still staying chic," declares Davis Steer. Many of the smaller sun-protective fashion labels were started by entrepreneurs with a personal connection to skin cancer. Lisa Moore, a former investment banker who founded Cover, a line of sun - protective beach- wear, has a sister who survived melanoma in her 20's. Spending hours in the sun with her children, Moore wanted a shirt she could wear in and around the water and still look chic. "I scoured the market and only found logo shirts and men's rash guards. I decided to design exactly what I was looking for," says Moore. Similarly, Anne Reilly, co-founder of Mott 50, a sun-protective casual wear line, has a history of melanoma in her family. But what impelled her and business partner Monique Hypes to launch the label was seeing that tan- ning had gone out of fashion among her peers. "We noticed more young women covering up, wearing hats and sunscreen and staying in the shade," says Reilly. "Gone were the days of try- ing to get as tan as possible." Considering that the average white T-shirt has a UPF of only 5, Reilly set out to create high-UPF casual tops, car- digans, skirts, sun dresses and beach cover-ups. "We needed to make an everyday line that left people protected, yet comfortable and looking good," says Reilly. Who Says You Can't Be a Sun-Safe Fashionista? "You can cover up and protect yourself from the aging & damaging effects of the sun, while still staying chic." Sailor stripe rash guard by J.Crew; UPF 50+ Lily wrap sun top by SunSoaked; UPF 50+ Long-sleeve maillot by Cover; UPF 50+

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