UVA-Blocking Textiles Introduced
In the early 2000s, textiles specifically designed to block UV rays hit the market. By 2005, Japanese consumers in particular were flocking to fabrics treated with sun protection, rated by Ultraviolet Protection Factor (UPF), the clothing equivalent of SPF—which soon became popular for hats, outdoor gear, gloves, and more.
The F.D.A. banned the use of the term "sunblock" for marketing purposes, as it can mislead consumers into thinking they are more protected than they are. Similarly, "waterproof" is replaced with "water-resistant"—a good reminder that it's important to reapply after going in the water!