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Press Releases

Prevention is Always in Style: Free Safe Sun Skin Assessments at SMOR

Tilley offers skin assessments during tradeshow to benefit Leave No Trace

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(Toronto, Canada) – Tilley Endurables, makers of the best, most practical, outdoor Hats in the world â„¢ will once again be providing free Safe Sun Skin Assessments to attendees at this summer’s Outdoor Retailer show. From August 2nd to 5th attendees are encouraged to visit the Tilley booth (#24049) for an assessment with a locally-based esthetician including a UV photograph highlighting areas of possible sun damage. For each assessment preformed, Tilley will donate $5 to Leave No Trace . Participants will receive advice and tips on preventing sun damage and information on how to Practice Safe Sun®.

“Following last year’s successful campaign, we want to continue offering skin assessments to educate the outdoor industry on the safest ways to work and play outside and precautions they can take to avoid sun damage,” states David Kappele, Director of North American Wholesale.

Consider this:

➢ A wide-brimmed (3-inch or greater) hat covers places where it is difficult to apply sunscreen, i.e., the scalp as well as places where people often forget to apply sunscreen, such as the tops of the ears and the back of the neck.

➢ Although nothing can guarantee 100 percent protection, the hat is an important weapon in the skin protection arsenal.

➢ Clothing is the single most effective form of sun protection. It is our first line of defense against the sun’s harmful ultraviolet rays. Nearly 3.7 million skin cancers are diagnosed in the US annually, and the vast majority of them are caused by solar UV radiation (UVR). UVR also causes up to 90 percent of the visible changes commonly attributed to aging, such as wrinkles, brown spots, and sagging skin.

As long time member of the outdoor industry, Tilley recognizes that the majority of OR attendees spend a great deal of time out in sun. All Tilley Hats have been certified as “Excellent UV Protection” (UPF 50+) – blocking 98% of harmful UV rays. As much fun as the outdoors can be, it can also be hard work, which is why Tilley makes sure that their Hats can hang tough. Most Tilley Hats are guaranteed for life against wearing out; come with a 2-year all-perils insurance policy against loss; float, ties on in gusty winds and are machine washable. It’s an investment in a piece of gear that will last a lifetime and an investment in your health and protection.

Tilley fabrics are tested on a machine called a UV 1000F Ultraviolet Transmittance Analyzer. This machine measures the spectral transmittance of a fabric sample, converting data to an Ultraviolet Protection Factor (UPF) for determining the fabric’s protective ability. All Tilley Hats and Cap fabrics are tested against the standards developed by the American Society for Testing Methods (ASTM) Committee D-13.65 and the American Association for Textile Chemists and Colorists (AATCC) for UV testing and labelling of sun-protective clothing and shade delivers.

About Tilley Endurables
Tilley Endurables, Inc. has been making Tilley Hats and travel apparel for over 30 years, beginning with Alex Tilley’s original quest to make for the ideal sailing Hat. Each Tilley Hat is designed to make life on the go more enjoyable, and manufactured in Canada under Alex’s watchful eye. Tilley Hats can be purchased at over 3,100 associated retailers in 18 countries worldwide. For more information about Tilley Endurables, visit or stop by our booth at Outdoor Retailer (#24049).

About the Leave No Trace Center for Outdoor Ethics
The Leave No Trace Center for Outdoor Ethics teaches people of all ages how to enjoy the outdoors responsibly, and is the most widely accepted outdoor ethics program used on public lands. As the leader in sustainable recreation practices, the Center trains a nation of outdoor advocates to put Leave No Trace principles into action. Through relevant and targeted education, research and outreach, the Center seeks to ensure the long-term health of our natural world.