This Brand Is Daring to Make Sun-Protective Clothing Stylish

Sun-protective clothing, also known as UPF clothing, has been around since the '90s, but it hasn't evolved much aesthetically — meaning customers have had to sacrifice style in order to reap the benefits of the technical fabric innovation. But Claudent is determined to usher the category into a new age.

Co-founder Mia Zee had the idea for the womenswear brand, which launched in June, after she developed a polymorphic light eruption (a rash caused by sun exposure) while in Mexico with her family. "Even though I was wearing sunscreen and being very mindful of staying in the shade and whatnot, on the second day I broke out in a crazy rash," she remembers. "I went right to the dermatologist when we got back, and I was diagnosed with an allergy to the sun. It really only affects me when I'm on vacation in major sunlight, but it got me on a journey of exploring the UPF market."

The UPF apparel market is projected to climb to a value of $1.27 billion by 2030, according to Grand View Research Inc. Still, the product offerings leave much to be desired. Once she started digging into it, Zee was shocked at how little there was for a consumer like her, who's both "fashion conscious" and interested in protecting her skin.

Claudent offers a modern take on sun-protective clothing geared toward stylish millennials and Gen Z consumers. It wants to be on the precipice of the category's new era, daring to bring style to what's mostly focused on garments for outdoor enthusiasts and children.

To build the brand, Zee brought in her long-time friend Emma Gerber. The two went to the same elementary school, high school and college. Both founders have also worked in fashion and beauty (with plenty of overlap): Zee in marketing at Re/Done, Versed and, most recently, Boy Smells; Gerber also at Re/Done in marketing, before managing press and social media for Simon Miller and Boy Smells.

Claudent's debut includes 12 pieces, each made with fabrics that are protective up to SPF 50 even when wet, meaning they block 98% of UVA and UVB rays. (The brand also independently verifies the sun-protectiveness via third-party testing.) The brand uses a mix of textiles: Some aren't new to the market, sourced from mills around the world; but one — a ribbed cloth made with 100% recycled polyester — is proprietary, and was developed specifically for this collection. (It can be seen in the polo shirt.)

Another issue with much of the existing clothing in the UPF category is that it doesn't maintain its protective qualities over time. While some UPF materials are naturally UV-protective — denim, for example, is usually woven so tightly, it blocks out most UV rays — in other cases, the fabrics are treated with chemicals to get that protection. These chemicals can break down over time, after several cycles in the washing machine, eventually offering less protection. That's why Claudent focuses on fibers with inherent protective properties, like polyester.

The company also aims to incorporate fabrics that feel like what most people would want to wear normally, on a daily basis. "They're clothing that you'd want to wear anyway — they just so happen to be sun protective," says Zee. "Some of the things that exist out there just don't feel luxurious or nice on the skin. Finding fabrics that really elevated what protection can be and spoke to our brand aesthetic was very important."

While the materials come from all over, the pieces are produced in Los Angeles. "From a business side, it's great to be able to go and see our factory and have visibility into how things are being made," says Zee. "The more we can do locally, the better from a sustainability perspective as well as just helping our city."

Gerber is a self-proclaimed vintage obsession, and as Claudent's creative lead, uses that as inspiration during the design process. "Mia and I are pretty classic dressers. We're drawn to good tailoring, nice colors and beautiful fabrics, but not so much that [bright, logo-forward Instagram look]. We wanted a more traditional, elevated look — like a '90s Prada Sport vibe," she says.

Ultimately, Claudent wants to offer something that's sophisticated but also youthful. "I feel like most UPF clothing caters to quite an older market, so we want people starting in their twenties to care about being protective when they're outside," says Gerber.

Sizes range from XS to XL, with prices ranging from $65 for gloves to $385 for a tennis skirt. See (and shop) Claudent's debut collection below.

View the 12 images of this gallery on the original article

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