UV Shielding and Heat Reflection on Par with Parasols: A Comfortable UV Care T-Shirt is Born

HAAG

Hybrid Materials for Both Functionality and Softness

Founded in 2012, HAAG is a comfort wear brand that offers a range of daily essentials, particularly for those with sensitive skin or seeking to reduce skin irritation. In recent years, the brand has also focused on developing “soft-touch UV care materials,” a pursuit that has now culminated in a new product line.

Text by Satsuki Wakabayashi

A hallmark of HAAG is its use of "Smile Cotton®︎" across all products, a material that offers a cashmere-like feel despite being made of cotton. By incorporating air pockets within the yarn, the fabric achieves both lightness and a pleasant texture. The brand has been dedicated to enhancing this comfort with added UV protection, a goal that has now been realized through material innovation.

UV Shielding and Heat Reflection on Par with Parasols: A Comfortable UV Care T-Shirt is Born | HAAG

The brand has succeeded in creating the "SUN WEAR" T-shirt by weaving together "titanium-infused polyester," which has extremely low thermal conductivity on the outer surface, and "Smile Cotton®︎" on the inner side. This innovative construction offers UV shielding, heat reflection, breathability, moisture-wicking, water absorption, and a cool-to-the-touch sensation.

The T-shirt provides approximately 91.2% UV shielding. It effectively blocks 90.9% of UVA rays, which penetrate clouds and glass, and 91.8% of UVB rays, which arrive as direct sunlight—performance comparable to that of a parasol. Furthermore, it boasts a 33% heat reflection rate from sunlight.

The "SUN WEAR" features a wide box silhouette and is available in both half-sleeve and long-sleeve versions. With side pockets and thumbholes, it's designed for versatility, even in outdoor settings. It is currently available for pre-order on "Makuake."