Mar 21, 2003/ FW/ -- Looking forward to summer sun protection needs, The Skin Cancer Foundation has issued its Seal of Recommendation to 17 newly designed items from Coolibar including hats, swimshirts, athletic wear, and women's slacks, dresses, skirts and a sarong. To earn the Seal, the items underwent the Foundation's extensive review to assure they meet stringent criteria for safety and effectiveness in blocking ultraviolet (UV) radiation, the main cause of skin cancer.

"The Skin Cancer Foundation's Seal of Recommendation program has been developed as a guide to help consumers purchase the most effective sun protection products," said Perry Robins, MD, President and Founder of the Foundation. "Coolibar's high SPF clothing meets our rigorous requirements and will provide far more protection from the sun's cancer-causing UV rays than the average t-shirt or polo shirt."

Sun protective clothing is an excellent sun protection tool as it provides a physical block that doesn't wash or wear off and can shade the skin from both UVA and UVB rays. Coolibar's clothing differs from standard attire by blocking 97% or more of UV rays and providing an ultraviolet protection factor (UPF) of 30 or greater. Most summer-weight cotton T-shirts offer as little as 5 UPF dry and lose 50% of their UPF when wet. Also, while the t-shirt may prevent skin from burning, the effect of UVB rays, it is not preventing the absorption of harmful UVA rays, which, over time, dramatically increase the risk of skin cancer.

Prior to awarding the Seal, the Foundation's Photobiology Committee, comprised of physicians expert in the effects of solar radiation, determined that the product sufficiently and safely aids in the prevention of sun-induced damage to the skin. The requirements include: use of a fabric with an ultraviolet protection factor (UPF) of 15 or greater, independent validation of the UPF number by in vitro testing in an approved laboratory using a standard testing protocol, and use of a clothing style designed to maximize skin coverage and protection.

"As the only clothing line to earn The Skin Cancer Foundation's Seal of Recommendation, these additional fashions are an important expansion in our ability to offer our customers complete sun safety," said John Barrow, Founder and President of Coolibar. "Coolibar is committed to providing our customers with cool, comfortable, fashionable clothing that will provide sun protection for any outdoor activity."

Coolibar clothing joins nearly 250 sun-protectant products, ranging from sunscreens and sunglasses to window glass film and laundry products, which currently carry the Foundation's Seal of Recommendation. All Coolibar approved garments will display the Seal on the garment hang tag.

The Skin Cancer Foundation is a non-profit organization dedicated solely to the prevention and detection of the world's most common cancer. Through education and research, this national and international organization has worked for more than 23 years to reduce the incidence, morbidity, and mortality of skin cancer. For more information about skin cancer prevention and detection visit www.skincancer.org or call 1-800-SKIN490

Coolibar was founded in 2001 to bring Australia's world-leading approaches to sun protection to the American market. The company has extensively redesigned Australian sun-protective clothing styles to meet the tastes and needs of fashion- and health-conscious Americans. For information about Coolibar, go to www.coolibar.com or call 1-800-926-6509.