# Cancer-Preventing Fashion Mott 50's Clothing Offers Sun Protection and Style By Leslie Chen | Published 2011-05-05 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/mott-50 References: [thewomenseye](http://thewomenseye.com/design-mott-50/) & [store.mott50](https://store.mott50.com/womens/tunics.html) As summer is fast approaching, it’s time to slather on that much hated (but needed) [sticky sunscreen](https://www.trendhunter.com/trends/advanced-sun-care). Either that, or cover up with clothes that are usually none too flattering. Want to ditch both? [Mott 50](https://www.trendhunter.com/trends/motts-fruit-smoothie) is a [sun protective clothing](https://www.trendhunter.com/trends/marmot-1) brand that will protect you from those pesky skin cancer- and wrinkle-causing harmful rays. Mott 50 takes sun protection up a notch by designing clothes that absorb both UVA and UVB rays, compared to your normal cotton t-shirt, which only absorbs UVB. Its clothing also has a higher UPF (Ultraviolet Protection Factor) than other apparel on the market. Rather than unattractive dowdy-looking garments that are usually associated with sun protection, Mott 50 offers fashionable pieces including dresses, tunics and basics among other styles. ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 67% | Activity: 56% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Health](https://www.trendhunter.com/health) ## Key Themes ### What's Driving This Trend - **Sun-protective Fashion:** Designing fashionable clothes that offer sun protection may disrupt the traditional market for sunscreen and other UV-blocking products. - **Uv-protective Clothing:** Increased consumer awareness of the harmful effects of UV rays may drive demand for clothing with higher UPF ratings, offering opportunities for innovation and market disruption. - **Health-conscious Apparel:** As consumers become more health-conscious, clothing that offers additional health benefits such as sun protection may become more popular, opening up new markets for fashion and clothing brands. ### Who This Affects Most - **Fashion:** Fashion brands can explore the possibilities of designing fashionable clothing that offers sun protection to appeal to health-conscious consumers. - **Beauty:** Cosmetic and beauty brands may need to rethink their product offerings as interest in sun-protective clothing increases among consumers. - **Healthcare:** Increased demand for sun-protective clothing may drive innovation in healthcare and medical textiles, as well as create opportunities for healthcare providers to offer related services and products. ## Related on Trend Hunter - [Stylish Sun-Protective Swimwear](https://www.trendhunter.com/trends/upf-collection.md) - [Inclusive Beach Essentials](https://www.trendhunter.com/trends/inclusive-beach-essentials.md) - [Playful Sun-Safe Garments](https://www.trendhunter.com/trends/sunsafe-garments.md) - [Sunwear Active Lifestyle Brands](https://www.trendhunter.com/trends/watskin.md) - [Wearable Skin Protection Devices](https://www.trendhunter.com/trends/wearable-uv-detector.md) - [Cancer Foundation-Backed Face Shields](https://www.trendhunter.com/trends/sunforgettable.md) - [Brightening Antioxidant Sunscreens](https://www.trendhunter.com/trends/multivitamin-clear-coat-broad-spectrum.md) - [Extra-Protective Skin Tints](https://www.trendhunter.com/trends/beautyscreen.md) - [Heroic Sunscreens](https://www.trendhunter.com/trends/evil-ray.md)