New at 2014 OR Summer Market: Expanded "Protection from Reflection" by Seirus Innovation

For Immediate Use	Editorial contact: John Brice
June 2014	Brice & Associates
http://www.Seirus.com Images Available	858-405-4622 JBrice@BriceAndAssociates.com

New at 2014 OR Summer Market: Expanded “Protection from Reflection” by Seirus Innovation

Generally overlooked by outdoor enthusiasts, today scientists and the medical community are increasingly alarmed about the dangerous role reflected ultraviolet radiation (UV) plays in America’s skin cancer crisis:

• The Centers for Disease Control and Prevention warns that “water can reflect up to a full 100 percent of UV rays striking the surface,” while sand reflects 20 to 30 percent of UV rays.
• Harvard Medical School cautions to “protect yourself from skin cancer… pay attention to reflection from water, sand…” 
• Washington University School of Medicine advises, on water and sand “use extra protection and don’t forget under the chin and ears. Your exposure is greater because of reflected sun.” It notes, “Don’t forget lips. Lots of skin cancers occur on the lips.”
• Seirus now offers a variety of easy to wear solutions that protect from UV reflection; sun-protective accessories that safeguard the most vulnerable and often unprotected parts of the neck, face and head from the sun’s direct and reflected UV rays will be presented at the Outdoor Retailer Summer Market 2014, booth BR647.

Salt Lake – During summer 2015, hikers, bikers, kayakers and everyone else playing outdoors will be interested in the sun-protectiveaccessories from Seirus at booth BR647, including patented “Quick Shade” hats and caps” and “SunThings” in several new, stylish prints (below are full descriptions of each item). With an Ultraviolet Protection Factor (UPF) of 25 to 50, the highest available, this gear can block up to 98 percent of direct UVA/UVB rays and 96 percent of reflected UVA/UVB rays, according to tests based on the standards of the American Association of Textile Chemists and Colorists. This is important because UV rays are the leading cause of skin cancer. Annually over two million people are diagnosed with skin cancer, according to The Skin Cancer Foundation, and between 40 and 50 percent of Americans who live to age 65 will have skin cancer at least once. The president of the American Academy of Dermatology, Daniel Siegel, calls this “a skin cancer epidemic.”

While sunscreen must be reapplied at least every two hours to provide adequate burn protection, according to the FDA, the UPF of Seirus’ sun protective accessories will last the lifetime of the garment and, unlike sunscreen, will not sweat or wash off. Also, these accessories are designed to cover the neck, face and head like no regular hat can. This is important, according to The Skin Cancer Foundation, which recommends those exposed to reflected UV should wear “masks, which will leave very little skin exposed to the wind and sun.”

Seirus SunThings: Seirus’ popular SunThings are seamless multifunctional knit tubes ($19.99 MSRP) that offer UPF 25 as a single layer and UPF 50 when double layered. The form-fit SunThings come in one-size-fits-all and measure approximately 16 x 10 inches. SunThings are made with wicking, four-way stretch polyester that easily slips over the head and maintains elasticity. The SunThing can be worn at least eight ways, including as a facemask, neckshade, headrag, beanie and headband for a broad range of sun protection options to suit the wearer’s needs. New for summer 2015 will be expanded colorways for Seirus SunThings, including “Gypsy Blue,” “Seaside Natural,” the multi-color-striped “Drifter,” “Pure Camo” in gray/white and “Soho Sun.” SunThings come in many other colors and prints too, including “Sail Head,” “Salmon,” “Rainbows Run,” and “Yellowtail.” (See more at http://www.youtube.com/watch?v=-_bjz40B9ic)

Patented Seirus Quick Shade “Deluxe” & “Original”: With function-driven style, the Seirus “Quick Shade Deluxe Floppy” sun hat ($49.99 MSRP) and “Quick Shade Deluxe Shanty” ball cap ($44.99 MSRP) feature a built-in relaxed-fabric, adjustable SunThing that can be pulled down and worn as a highly-breathable neckshade (double layered for UPF 50), neck-up or facemask (both single layer for UPF 25). The double layer blocks up to 98 percent of direct UVA/UVB rays and 96 percent of reflected UVA/UVB rays. Uniquely, the SunThings can also tuck neatly away inside the hats using Seirus’ patented “Quick” technology. The hats, caps and scarves are all quick drying.

Seirus’ Original Quick Shade sun hats ($34.99 MSRP) and ball caps ($29.99 MSRP) feature seamless, form-fit SunThing scarves. There are several stylish Original Quick Shade sun hats, including the “Henry,” “Gauge,” “Angel,” “Panama,” and “Aussie ” (all $39.99 MSRP). They are made of Supplex, nylon, straw or canvas. All of these hats are also available without a SunThing ($24.99 – $34.99 MSRP). 

Both the Deluxe and Original Quick Shade hats feature a sun-shielding wide brim and come in S/M & L/XL. Both the Deluxe and Original Quick Shade Shanty ball caps are one size with an adjustable slider. The same for the Original Mesh ball cap. Both the hats and caps are offered in tan with black accent. SunThing scarves come in Tan, “Camo” (gray/white) or “Digi” (gray/charcoal).

DynaMAX: Ultra-light and thin DynaMAX, exclusive to Seirus, is a micro-denier, dual-density Thermax fiber with a UPF of 50. It has a tremendous ability to wick perspiration away from skin, which accelerates evaporation, virtually eliminating moisture. Its superior facility to stretch delivers amazing comfort.

• DynaMAX Bandanas ($24.99 MSRP)
• DynaMAX Glove Liners ($24.99-$26.99 MSRP / Sizes are Junior and S/M and L/XL for adults)
• DynaMAX Neck Ups ($19.99 MSRP)
• DynaMAX Contoured Headbands ($19.99 MSRP)

Bandanas, Neck Ups and Contoured Headbands are one-size-fits-all. Bandanas are all great for biking, jogging, gardening, fishing, hunting -and doing just about anything under the sun. DynaMAX accessories come in many colors and prints, including “Splatter,” “Watercolor,” “Plaid,” “Mirror,” “Sketchy,” “Scratch,” “Refraction,” “Denim” and Black.

“At Seirus we are offering sun-protective accessories designed to block both direct and reflected UV,” notes Seirus cofounder, Joe Edwards. “It is our mission to raise awareness of the dangers of reflected UV, and how Seirus delivers UV protection with high-thread-count fabrics colored with natural, non-synthetic dyes.”

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