Kids are cool when it comes to the sun

Finally, it seems that the messages about the dangers of exposure to the sun’s harsh rays may just be filtering through to those to whom it matters most…kids.
Owner of Perth-based swimwear retailer, Viva Swimwear, Julie Wiggins says sales figures for her ultraviolet (UV) resistant rash shirts and bodysuits reflect the fact that more and more kids are covering up, with long-sleeved rash tops becoming in demand than short-sleeved ones.The children are taking the initiative and making sure that their parents provide them with swimwear that provides full protection from the sun.” 
Australia has one of the highest incidences of skin cancer in the world, with more than 1 600 people dying each year from what the Cancer Council calls ‘an almost entirely preventable disease.Research shows that just one incident of blistering sunburn greatly increases a person's likelihood of getting skin cancer later, with children generally experiencing between 50 to 80 per cent of their lifetime exposure to the sun before they reach 18. 
Julie says the fabric of sun protective clothing is all-important.  “100% polyester has the highest SPF (sun protection factor) of any fabric, giving wearers two to three times the protection of other fabrics.Viva Swimwear manufactures its children's range from 100% polyester fabric from Italy, which has a UPF of 50+.This makes it safe for use in the sun but also means it is chlorine-resistant, which is an important factor in selecting appropriate swimwear for children.”
As we know, kids seem to spend more time in the pool than out of it during our long hot summer.The chlorine-resistant material of the Sunskins swimwear prevents sagging, fading or degradation, making it even better protection against the sun.So, even if the swimwear is subjected to extended exposure to chlorinated water, it will last for a long time making it a cost-effective choice.
Sun-proof swimwear is growing in popularity which could be attributed to increased visibility by sports stars who endorse it.Since 2006, Viva Swimwear has been contracted by the Margaret River Pro Surfing series to provide custom-made rash shirts for the event, adding a new dimension to their range.Julie adds : "When kids watch the surfers on TV, they see their rashies and want to look like them!”
Launched in 1991, Sunskins was one of Western Australia’s first sun-protection swimwear brands and has been growing in popularity ever since.Although sales of sun-proof swimwear have been rising steadily, the recent surge in popularity in long-sleeve rash shirts could just be that all the warnings about the dangers of sun exposure are finally striking their target.