Demand for Sun-Protective Clothing Soars

Chinese retailer Tmall reported that sales of sun-protective clothing and accessories on its platform almost tripled this summer, compared with the same period last year, and brands including Uniqlo (Japan), Beneunder and Bananain (both Chinese) have experienced a jump in sales of protective pieces in China (Yicai Global, 2023). Additionally, pragmatic pieces, like facekinis and arm sleeves, designed to cover as much skin as possible, are selling out across the country, as consumers seek protection from the record-setting 52.2°C temperatures.

This market boom makes sense, as Chinese people typically favour fairer complexions and don’t seek out a tan in the way that many westerners do. However, the rapidly accelerating climate crisis is forcing everyone globally to seriously consider the dangers associated with prolonged exposure to these steadily climbing temperatures.

Emerging brands are reconfiguring the aesthetics of sun protection to meet the needs of their fashion-conscious consumer bases. Los Angeles-based label Claudent is one to watch. Its contemporary protective pieces fit seamlessly into its customers’ athleisure-filled wardrobes.

As attitudes in the west shift to prioritise protection over cosmetic concerns, take cues from China and explore the lucrative opportunity in sun-protective apparel. However, working pragmatism into the existing everyday styles favoured by your customers will be key, so lean into pragmatic outdoor and athleisure-adjacent aesthetics.

For further insights, keep an eye out for our Adapting to a Changing Climate update, coming next year.