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Press Releases

Prevention is Always in Style: Free Safe Sun Skin Assessments at Summer Market OR Show

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(Toronto, Canada) – Tilley Endurables, makers of the best, most practical, outdoor Hats in the world ™ will once again be providing free Safe Sun Skin Assessments to attendees at this summer’s Outdoor Retailer show. From July 31st to August 3rd, attendees are encouraged to visit the Tilley booth (#23049) for an assessment with a locally-based esthetician including a UV photograph highlighting areas of possible sun damage on their face. For each assessment performed, Tilley will donate $5 to Outdoor Industries Women’s Coalition (OIWC). Participants will receive advice and tips on preventing sun damage and information on how to Practice Safe Sun®, as well as samples of Joshua Tree Skin Care’s organic sun protection products for active lifestyles.

“Following the success of the program over the past two years, 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. And who better to partner with than some of the industries’ most discerning members – the OIWC,” states David Kappele, Vice President – Sales. 

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, a hat is an important line of defence 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 a long time member of the outdoor industry, Tilley recognizes that the majority of OR attendees spend their days doing what they love outside in the 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’s always rough on gear, 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 (#23049). 

About the Outdoor Industries Women’s Coalition

The OIWC is a 501 (c) (3) non-profit association organized for the purpose of equipping women to reach their professional success in the outdoor industries via educational programming, networking and mentoring. OIWC acts as a vehicle to promote the views and interests of women engaged in or impassioned by the outdoor, snow sports, action sports, and bicycling industries. OIWC invites all women to become members and to lead our industries to positive solutions in business, social and environmental issues.

About Joshua Tree Skin Care

Joshua Tree Skin Care (JTree) offers a collection of organic lip balms, healing salves and face sticks designed for those who lead an active outdoor lifestyle. Originally established in a small town outside of Joshua Tree National Park, JTree’s healing salve immediately gained a loyal following among the rock climbing community. As the word spread to cyclists, runners, hikers, skiers and gymnasts, JTree added additional items to keep their customers outside, on the go and doing what they love.