How One UK Company Relaunched to Help Prevent Hundreds of Skin Cancer Cases This Summer Alone

This summer, as families across the UK, Europe, and the US enjoyed long days in the sun, one British company’s relaunch may have helped prevent hundreds of future cases of skin cancer.

That company is equatorsun, a family-run brand producing UPF 50+ swimwear, clothing, and wide-brim sun hats designed to block more than 98% of harmful UVA and UVB rays.

The relaunch reflects a growing shift among parents toward clothing-based sun protection. Unlike ordinary cotton T-shirts, which often provide as little as UPF 5 sun protection, purpose-made fabrics can deliver reliable coverage that does not diminish after swimming or sweating. Many families also value the practical details: lightweight fabrics that dry quickly, flatlock seams designed for comfort, and hats that are both stylish and packable for holidays abroad.

For women in particular, demand has grown for spf swimwear – pieces that combine flattering design with medical-grade sun protection. At the same time, parents are increasingly seeking out children’s sunsafe swimsuit options, recognising that young skin is especially vulnerable to UV damage. Alongside swimwear, equatorsun also offers everyday UV-protective clothing and sun hats, ensuring families can stay safe whether they are at the beach, by the pool, or simply outdoors in the garden.

What sets this type of clothing apart is its proven performance. All fabrics are independently tested to international UPF standards, a system developed in Australia where awareness of sun safety is decades ahead of Europe and the US. A UPF 50+ rating means that less than 2% of UV radiation can penetrate the fabric, compared to the 20% that passes through an average cotton T-shirt. The protection is woven into the fabric itself, so it does not diminish with repeated washing or exposure to chlorine and saltwater.

equatorsun was founded in 2006 by Annette Pullan after her melanoma diagnosis. Determined to protect others from the devastating impact of sun damage, she introduced protective clothing that offered consistent coverage where suncream alone often falls short. After her passing in 2009, the business slowed until her son George relaunched it in 2024 to continue her mission.

The timing is significant. The UK now ranks among the top three countries worldwide for skin cancer, and melanoma rates continue to rise globally. Health experts warn that just one sunburn in childhood doubles the lifetime risk of developing skin cancer. At the same time, families are travelling more frequently to destinations with higher UV exposure, such as Spain, Greece, and Turkey, where effective sun protection is even more essential.

“Too many families still think suncream is enough,” says George, director of equatorsun. “Our clothing provides a constant layer of defence against the sun – it doesn’t wash off, wear away, or need reapplying.”

Since relaunching, equatorsun has supplied protective swimwear, clothing, and hats to hundreds of families across the UK, Europe, and the US, with exceptional feedback. Each garment represents not only convenience and reassurance for parents, but also a potential case of skin cancer prevented in the years ahead.

As awareness of sun safety grows globally, equatorsun’s story – born from personal tragedy and relaunched with purpose – is helping families everywhere enjoy the outdoors more safely.