The shade of things to come
Columbia Sportswear, a global leader in the active outdoor apparel and footwear industries, launches its eighth store in the Philippines in Greenbelt 5, Makati City. The brand also promotes the concept of responsible traveling, particularly protection against skin cancer.
“Sun exposure is the main cause of irreversible skin damage including sunburn, premature skin aging and skin cancer,” explained Columbia Sportswear international sales vice president Bill Tung. “And because recent studies show that clothing may be the most effective way to protect ourselves from these potential health risks, Columbia Sportswear has developed fabric technologies that offer optimum sun protection.”
Contrary to popular opinion, sunscreens shouldn’t be the only line of defense against the sun.
Dr. Krisinda Dim-Jamora, who specializes in procedural/cosmetic dermatology, shared that while sunscreen is proven effective against two of the three most common skin cancers (basal carcinomas and squamous cell carcinoma); it has not been conclusively shown to protect against melanoma. She added that sunscreen shouldn’t give avid outdoorsmen a false sense of security. “Sunscreens should not be abused in an attempt to increase time in the sun to a maximum,” she warned.
By providing built-in sun protection, Columbia Sportswear’s Omni-Shade line is among the first to receive the Skin Cancer Foundation’s seal of recommendation. Columbia’s Omni-Shade apparel includes more than 100 UPF rated products for men, women and children that ensure protection against damaging UVA and UVB ultraviolet (UV) rays. Many Omni-Shade products are also pre-treated with UV-inhibiting ingredients. Tung added that all Omni-Shade clothes have the mark “ASTM 6603-00.” “This means that Columbia Sportswear complies with rigid international standards on UV protective textiles.”
People need not worry that the Omni-Shade will make them wilt under the heat as its structure, yarn size and type, fiber content, color selection and optical brighteners of the Omni-Shade clothing all come together to guarantee maximum wearability.
For information, visit www.columbia.com or any of the following Columbia Sportswear branches — Gateway Mall, The Podium, Festival Mall, Lim Ket Kai Mall, Mall of Asia, The Block and SM Megamall.
