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Mala to unveil UV protection clothing for children at CIFFKIDS

04 Aug '09

2 min read

At this year's fashion fair CIFF (Copenhagen International Fashion Fair) at Bella Center, the children's clothing company, MALA, will be presenting their new collection with UV sun protection, which has come about in collaboration with the Danish Cancer Society. The range can be experienced in a wonderful sun lounge at CIFFKIDS

Children must be protected from the sun's powerful rays – there is certainly no doubt about that. Therefore, the children's clothing company, MALA, has created a new collection with UV protection for the little ones, which will be presented at CIFFKIDS (6-9 August 2009). The collection is a collaboration with the Danish Cancer Society and can be experienced in a super sun lounge at the fair in Bella Center's Hall H.

Today, skin cancer is Denmark's most widespread form of cancer and this is mainly due to our risky behaviour in the sun. In order to prevent skin cancer, the Danish Cancer Society and TrygFonden have stood behind the campaign “Turn down the sun between 12 & 3” through the last couple of years. The campaign has the purpose of “sun insuring” Danes and in so doing turn around this undesirable development within cases of skin cancer. The sun campaign tells us that we should turn down the sun between noon and 3 p.m. with the four S's: Siesta, sun hat, sun lotion and switch of the solarium.

“Children are some of the most vulnerable as far as sun protection is concerned. They spend many hours every day playing outside and research has shown that the earlier we begin getting a lot of sun and instances of sunburn, the larger the risk of getting skin cancer later in life. Among other things, this is the fact that is at the root of the children's clothing company, MALA, starting its UV sun protection range, which is tested by the Danish Technological Institute following the only approved method,” says Anne Porskær, director of MALA.

With these products, MALA supports the campaign which the Danish Cancer Society and TrygFonden have started in Denmark and MALA contributes further to the work with information about healthy sun habits.

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