“Design and fabric play a key role in sun protection,” he said. “Our customers are active outdoors. Some of them are hobbyists, gardeners, or golfers.”

Toll said such specialty clothing is rated with a number called Ultraviolet Protection Factor, and is recommended by dermatologists.

“Our shirts are loose fitting and have a UPF rating of 40 to 50,” he said. “They’re very light weight and dry quickly. Our hats are made with a brim of 3 1/2 inches or wider. We also make one with a full brim in the front and a soft fabric veil in the back that is 5 to 7 1/2 inches long.”

Part of the design of this type of clothing is the addition of a chemical that absorbs UV light. Toll said the chemical lasts the lifetime of the clothing.

“We also make T-shirts of high-tech fabrics rated UPF 50 wet or dry,” he said. “You can wear them in water. They have a loose fit and come with long or short sleeves.”

While UV protection was once a niche industry, Toll said this type of product is becoming more widely available.

“Many of the major manufacturers are putting their UPF rating on the hang tag,” he said. “A UPF 15 is good. We try for a rating of 40 to 50, which is considered excellent.”

The consumer has to make a decision, however, about the price of the clothing and the value of their health.

“A UPF rated T-shirt can cost $30 to $40,” toll said. “But a visit to a dermatologist or to get a procedure done can be phenomenally costly. And skin disease can be life threatening. It’s very disconcerting to see the rates of melanoma in this country.”

Reach Keith Purtell at 684-2925 or kpurtell @muskogeephoenix.com.