MALA, a children’s clothing company, presented a UV protection clothing line at CIFF, the Copenhagen International Fashion Fair, held at the Bella Center from 6 to 9 August. The range was developed in collaboration with the Danish Cancer Society and TrygFonden.
The public health background
Skin cancer is Denmark’s most widespread form of cancer. The Danish Cancer Society and TrygFonden had been running a campaign, “Turn down the sun between 12 and 3”, aimed at reducing sun exposure and halting the rise in skin cancer cases.
The campaign’s advice is built around four points, all beginning with S:
- Siesta. Stay out of direct sun during the middle of the day.
- Sun hat.
- Sun lotion.
- Switch off the solarium.
Why children specifically
Anne Porskær, director of MALA, set out the reasoning behind targeting children’s clothing:
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.
Two things in that make the case. Children have the highest exposure, because they spend the most time outdoors. And early sunburn carries disproportionate lifetime risk, which means protection in childhood does more than protection at any later stage.
Why testing matters here
The reference to the Danish Technological Institute and the only approved method is the important detail. UV protection in fabric is a measurable property, and it varies enormously with fiber, weave density, color and whether the garment is wet or stretched.
A garment marketed as sun protective without independent testing to a recognized method is a claim rather than a specification. Testing is what separates the two.
Frequently asked questions
What is the four S campaign?
Siesta, sun hat, sun lotion and switch off the solarium, the Danish Cancer Society’s advice for reducing sun exposure between noon and 3 p.m.
Why does UV clothing need testing?
Because protection depends on fiber, weave, color and whether the fabric is wet or stretched. Only measurement establishes the actual level.
Why target children?
Children have the highest daily outdoor exposure, and early sunburn carries disproportionate lifetime skin cancer risk.
This report dates from 2009.
