UPF50

UPF50 (Ultraviolet Protection Factor) is a scientific fashion brand founded on Earth (Planet No. 3) in the year 2038. It is the first brand to offer a combination of high fashion and technology featured in a capsule collection that provides maximum protection against approximately 98% of UV radiation.

The use of the term ‘crisis’ to describe major changes is a common phenomenon. This indicates a feeling of helplessness and inability to cope with the future. However, the ability to identify a need, develop a solution, and create a compelling visual world around it offers an alternate, more optimistic approach to dealing with change. UPF50 is a speculative branding project that offers a glimpse into a future where the sun is no longer an enemy, but rather a partner in play.