The sun protective apparel makers are expecting an increase in demand for kids clothing range because of the increasing consumer awareness about sun exposure.
Speaking to fibre2fashion, Kimberly Hanson, account executive of Portico, said, “There is a rise in demand for sun protective garments for kids mainly because of the increasing consumer awareness about the impacts of direct sun exposure.”
“According to the American Melanoma Foundation, 80 percent of the lifetime sun damage occurs in childhood. Therefore, it is important that kids remain shielded from the sun while their skin is so sensitive,” she informs.
Echoing her, Mr. John Barrow, founder and president of Coolibar, Minnesota-based sun protective clothing manufacturer says, “The demand for sun protective clothing for children is rising due to the parents’ instinct to protect their children as there is an increasing awareness of the problems associated with sun exposure.”
Adding on, Kirstin McGregor, spokesperson of The Platypus Australia, one of the leading sun protective swimwear brands for kids, says, “90 percent of all skin cancers are attributed to the sun and most of the damage occurs in childhood. By the time the children reach 18 years of age they have already experienced 50-80 percent of their lifetime sun exposure.”
“As the public becomes more aware of the impacts of sun exposure, they acknowledge the simple steps that can be taken to protect their child,” she concludes.