Sun-Protective Clothing Moves From Niche to Mainstream in U.S. Fashion

A growing segment of U.S. shoppers is adopting garments rated for Ultraviolet Protection Factor (UPF). “Now that I’m in my late 20s, I’m a lot more aware about sun protection,” — Frances Ling. Influences include celebrity outings and heightened health awareness, prompting consumers to seek sun-shielding fabrics beyond traditional swimwear or work gear.

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Fashion-forecasting firm WGSN reported that 34 % of full-price UPF items were out of stock in 2026, an increase of 11.4 percentage points from 2025, while overall clothing sell-out rates reached 25 % that year. Retail-intelligence firm EDITED noted a 12 % year-over-year rise in UV apparel at U.S. activewear brands in May 2026, and pricey brand Athleta indicated that 45 % of its new May inventory featured sun protection. Trend-analysis firm Trendalytics found Google searches for “UV shirt” jumped 26 % and TikTok views rose 116 % year-over-year; wide-brim hats saw a 25 % increase in TikTok views and a 260 % surge in TikTok posts.

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Co-founder of Tied Sunwear Kelly Cassaccio said consumers have shifted from damaging their skin for a tan to actively seeking UPF clothing. GlobalData analyst Louise Deglise-Favre described the market as expanding faster than it can be defined. WGSN senior menswear strategist Nick Paget projected that sun protection will become an everyday clothing consideration rather than a holiday-only concern. Uniqlo’s North America marketing head Nicolas Cessot noted that Asian markets are more advanced in UV protection, but U.S. awareness is rising. Boutique brand Claudent’s co-founder Mia Zee criticized low-quality rash-guard options and highlighted a $405 UPF 50+ caftan launched in 2023.

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• “Now that I’m in my late 20s, I’m a lot more aware about sun protection,” — Frances Ling

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• “Partially, it’s a market that’s… growing quicker than people can define it,” — Louise Deglise-Favre, lead apparel analyst at GlobalData

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• “Sun protection is going to become much more of an everyday clothing consideration, rather than something we only think about on holiday or for specialist outdoor activities,” — Nick Paget, senior menswear strategist at WGSN

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• “In Asia, UV protection is definitely more advanced,” — Nicolas Cessot, head of North America marketing for Uniqlo

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• “The options were just like not something that spoke to me from an aesthetic or a quality standpoint,” — Mia Zee, the co-founder of UPF clothing company Claudent

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New entrants such as Claudent and accessories maker Alexandra Andrew Sevy are targeting style-conscious buyers with higher-grade UPF pieces, while experts caution shoppers to verify certification claims. As climate-change-driven heat waves persist, the blend of fashion and function is expected to keep expanding the market for sun-protective apparel.

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