It’s Getting Hot: Rising temperatures in Northern Europe are leading to an increase in skin cancer cases as people embrace the heat and head outdoors without recognizing the dangers of prolonged sun exposure.

What Else is Hot? The dominance of drop culture in fashion has fueled a cult following for trendsetting brands, especially in Northern Europe. But as fashion has evolved, clothing’s role as a protective element has been forgotten.

Make UV Light Visible: Hijack drop culture by partnering with Acne Studios, a Swedish fashion house, to produce a limited line of garments that change color based on exposure to UV light – with a twist.

Turn a Twist into a Movement: As consumers discover the truth about UV Wear, we’ll announce the first universal UPF label for the EU. The label will identify an item’s ultraviolet protection factor and use a rating system developed by the European Skin Cancer Foundation.
We’ll then call on other fashion brands to adopt the new label, turning a health issue into a social cause.