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UV Couture clothing blocks 99 per cent of harmful UV rays

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When Heather Tate McCartney discovered her father had been diagnosed with melanoma, she started swimming in T-shirts and wrapping herself in towels to block the harmful rays of the sun. The look wasn’t exactly pretty, let alone effective. So she started her own company, UV Couture, which makes clothes that block UV rays. The model above is wearing the company’s Olivia sun shirt.

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Ms. McCartney, above, needed a better sun-protection option. “I knew I had to start covering up with more than just sunscreen,” says the entrepreneur, who lives in Oakville, Ont. “As I entered my 40s my skin just couldn’t tolerate the sun like it used to.”

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While looking for a more flattering alternative, Ms. McCartney came up with a stylish line of clothing that offers health benefits and fashion in one easy application. She launched UV Couture in 2012. The line consists of shirts, cover-ups, zipped jackets, dresses, leggings and skirts in solid colours and eye-catching patterns.

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One of the company’s products is the Chest-Tee, above. The fabrics have an ultraviolet protection factor, or UPF, of 50 that blocks 99 per cent of harmful UV rays. Clothing is better than sunscreen for protecting skin, doctors say, because people usually don’t apply enough sunscreen to keep them protected for hours at a time.

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The model above is wearing the company’s Charlize Sun Shrug and Dainty Rose Legging. Sun-safe clothing is still perceived by some as unfashionable and uncomfortable. UV Couture’s mission is to make covering up look chic, potentially saving lives along the way. Designed and made in Canada, UV Couture clothing is priced from $39 to $165 and is sold online and through retailers.

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The model above is wearing the Bianca Bolero and Ava Sunset Maxi Dress/Skirt. Ms. McCartney plans to expand into men’s and children’s apparel while adding new styles to the women’s collection. But funds are tight and progress is slow. She says she pours all her profits back into the business, and there is little left over to promote her brand to increase sales.

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The Gabrielle Hoodie, above. Most of all, Ms. McCartney wants to know how can she persuade consumers to take a look. “That’s my million dollar question,” she says. “How do we get over the hurdle of improving our brand awareness and recognition, while working with a small marketing budget?”

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