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Not so long ago creamy, pale skin was viewed as a symbol of wealth and power. It was a social statement; a life of refinement – indoors. High society ladies would go to great lengths to protect their porcelain complexion by avoiding any exposure to the sun. Conversely, people who had their skin tan from constant sun exposure, were negatively associated with “laborers” working out in the fields.

With those social and beauty standards firmly ensconced, something happened that was so “shocking” it turned the perception of social status and the fashion world upside-down. In 1923 upon returning from a private yachting vacation on the French Riviera, fashion icon, Gabrielle “Coco” Channel was seen shamelessly sporting “bronzed skin”. It was a scandal. AND it was the beginning of one of the most popular and imitated trends of the twentieth century. Suddenly, having a tan complexion became vogue. In fact in the 1920’s, “sun therapy” was prescribed as being beneficial for treating health issues such as psoriasis, tuberculosis, fatigue, and rickets! Throughout the past few decades tanning has evolved to a billion dollar industry and embraced by the fashion industry as associated with beauty throughout America and Europe.

Today it is no mystery that in pursuit of the perfect-bronzed tan we have increased skin cancer rates to epidemic levels! Science strongly warns us that the sun seriously damages your skin and is responsible for the visible signs of aging (i.e. wrinkles, sagging, pigmentation spots). With the growing demand for anti-aging and skin rejuvenation products and treatment, today’s fashion trend is to protect your youth and health by wearing sun protective clothing, sunscreen and your ETSIS Hat every day and Escape The Sun In Style™ – for more tips on being Sun Safe click here

1.3 Million people will be diagnosed with skin cancer this year 1. One in five Americans will develop skin cancer in a lifetime. There are more new cases of skin cancer each year than breast, prostate, lung and colon cancers combined 2. More than 90% of all skin cancers are caused by sun exposure, yet fewer than 33% of the population routinely use sun protection. Journal of Investigative Dermatology found that the rates of melanoma increased by 3.1 % a year from 1992 – 2004 Tanning salons are extremely dangerous although they filter out UVB sun lamps emit significantly higher amounts of UVA responsibly for skin aging and melanoma. 28 million American visit a tanning salon each year, 2 ½ million of those visitors are teens

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