UPF wear is the new sunscreen

Ultraviolet Protection Factor (UPF) clothing is emerging as a major fashion trend as trendsetters ditch skimpy summer wear for sun-safe styles.

As summer temperatures soar, more Americans are embracing UPF clothing for their time outdoors. Searches for “UV shirt” have jumped 26% on Google and 116% on TikTok compared to last year, per Trendalytics. Even celebrities like Anne Hathaway and Kendall Jenner were spotted wearing them.

Fashion forecaster WGSN reported that 34% of full-price UPF items were out of stock this year, up 11.4 percentage points from 2025.

UPF measures how much ultraviolet (UV) radiation can pass through fabric. A UPF 50+ rating, for example, means the fabric blocks at least 98% of UV radiation. It’s the clothing equivalent of sunscreen SPF.

Dermatologists confirm that UPF apparel helps prevent sunburns, slow premature aging, and shield against skin cancer.

While sun-protection clothing has long been part of Asian skincare, it’s now getting mainstream attention in the West.

US brands are catching on
According to retail intelligence firm EDITED, UV-protective apparel at US activewear brands increased 12% year over year in May. However, Uniqlo has emerged as a US market leader, thanks in part to its long-standing focus on UV-protective clothing, which it has offered since 2004.

As attention to long-term skin health grows, luxury brands are also tapping into the UPF trend. Claudent, founded in 2023, offers UPF 50+ caftans priced at $405.