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Clothing that protects against the sun's rays, but make it fashion

Sun-shielding clothing has been around for years, offering people an alternative to slathering on sunscreen. The designs on offer, however, mostly leaned athletic or sensible. Which is why Claudent, a new Los Angeles-based apparel brand, aims to bring high style to high-performance sun protection.

The label's diminutive introductory collection includes pieces like a long-sleeved polo shirt and a sharply pleated tennis skirt. All garments feature a UPF (Ultraviolet Protection Factor) of 50+. By comparison, as Claudent explains, the average white t-shirt has a UPF of 5 to 7 when dry and 3 when wet. A UPF of 5 means that a fifth of the sun's rays can penetrate fabric and reach the skin. A UPF 50 fabric blocks 98% of the sun's rays, allowing just 2% (1/50th) through.

Claudent's clothing is handmade by small manufacturers in Los Angeles, which is reflected in its prices: USD 385 for a skirt, for example, and USD 285 for a long-sleeved mock neck shirt.

Trend Bite

Global temperature records were broken several times over this month. More hot days means more skin exposed to UVA and UVB rays, and for people who don't want to cover every dermal inch with sunscreen, protective clothing offers a solution. Analogous to functional foods, consumers increasingly expect other products to integrate health-boosting and protective features, too — including their stylish attire.

Which features or add-ons can your brand implement to help people deal with the immediate effects of a heating planet?

Related: Thule's new air-purifying stroller canopy shields babies from pollution

Innovation of the day

Spotted by: Vicki Loomes