As summer temperatures rise, sun protection has become a top priority for many Americans. UPF clothing, which stands for Ultraviolet Protection Factor, has gained popularity as a means to safeguard against the sun’s harmful rays.

What is UPF Clothing?

UPF clothing is designed to block ultraviolet radiation, with a rating of UPF 50+ blocking at least 90% of UV rays. This type of clothing has long been popular among outdoor enthusiasts, such as swimmers, surfers, and hikers. However, its appeal has now extended to the general public, with many consumers seeking sun-protective gear for everyday use.

Fashion forecasting firm WGSN found that 34% of full-price UPF items were out of stock in 2026, up 11.4 percentage points from 2025. This surge in demand has led to a growth in the market, with many brands now offering UPF clothing as part of their product lines.

Market Trends

Brands such as Uniqlo, Athleta, and Lululemon are among those that have incorporated UPF clothing into their product offerings. Uniqlo, in particular, has been at the forefront of this trend, offering clothes with UV protection since 2004. The company’s UPF customer base in the US ranges from commuters to parents who sit outside for their kids’ soccer games.

According to Nick Paget, senior menswear strategist at WGSN, sun protection is becoming an essential consideration in everyday clothing, rather than just being limited to specialist outdoor activities. This shift in consumer awareness is driven by the growing concern about skin health and the increasing awareness of the importance of sun protection.

While some customers may be put off by the utilitarian look of traditional UPF clothing, boutique brands such as Claudent and Sevy are now offering more stylish alternatives. These brands cater to consumers who prioritize both fashion and sun protection.

Original reporting: El Paso News (HLL/CB) — read the source article.