Ultraviolet Protection Factor apparel brands are looking to target Gen Z consumers. 

Ultraviolet Protection Factor apparel brands are looking to target Gen Z consumers. As a growing industry, UPF is expected to be worth $1.27B by 2030, according to Grand View Research Inc. This apparel previously gained popularity in Asia, where older consumers and children look for protective gear like rash guards and swimwear to block out harmful UV rays. Now, brands like Claudent are looking to cater to Gen Z and Millennial consumers who are looking for “UPF protective athleisure pieces that are more fashion-focused.” Launched this year by founders who have years of experience in the fashion industry under their belt, they’re seeking to create a collection of pieces that are protective, yet versatile, allowing consumers to “go hiking” and also “wear them with jeans to lunch.” YPulse research shows that innovation is a key factor in gaining Gen Z’s loyalty. (Glossy)