UPF sun-protective clothing sees rising demand in US market

A growing market of American consumers is increasingly turning to Ultraviolet Protection Factor (UPF) clothing as a primary method of sun protection. While UPF clothing has traditionally been used by athletes, swimmers, and outdoor workers, a new demographic of fashion-conscious consumers is adopting the trend, driven by rising summer temperatures and a focus on longevity in beauty and fashion.

Fashion forecasting firm WGSN reported that the sell-out rate for full-price UPF items is expected to reach 34% in 2026, an increase of 11.4 percentage points from 2025. This outpaces the 25% sell-out rate for general clothing. In the United States, UV apparel at activewear brands saw a 12% year-over-year growth in May, according to retail intelligence firm EDITED.

Celebrity influence has also played a role in the trend, with figures such as Anne Hathaway and Kendall Jenner being noted for wearing full-body swimsuits and other UPF accessories during vacations.