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Story summary
- 34% of UPF items were out of stock in 2026, 11.4 points higher than 2025 (WGSN).
- Uniqlo, selling UV-protective apparel since 2004, leads the U.S. market, said Nicolas Cessot, North America marketing head.
- Trendalytics saw Google searches for “UV shirt” rise 26% and TikTok views jump 116% YoY.
- U.S. activewear brands saw UV apparel grow 12% YoY in May, with Athleta’s inventory featuring sun protection on 45% of items.
