Athleta

The use of UPF clothing—which measures how much ultraviolet radiation penetrates fabric—is becoming a mainstream fashion trend in the US, driven by increased consumer awareness regarding sun protection and whole-body wellness. This market is attracting new customers beyond traditional users like swimmers or construction workers. Reports indicate significant growth in UV apparel sales and expect sustained interest in these protective garments.

Athleta, Gap's yoga-wear brand, has delayed its expected recovery for three consecutive years as efforts to broaden its appeal failed to resonate with any specific audience.