In the 1990s, “Sunscreen Song” by Baz Luhrmann became hugely popular. The song, a take off from a newspaper column, is a fake commencement exercise accompanied by hip-hop rhythm music.

The song opens like this: "Ladies and gentlemen of the class of '99 – Wear sunscreen. If I could offer you only one tip for the future, sunscreen would be it. The long-term benefits of sunscreen have been proved by scientists, whereas the rest of my advice has no basis more reliable than my own meandering experience.”

It actually made sense especially in light of experts’ dire warnings about the damaging effects of too much sun exposure to human beings such as skin cancer, sunburn and premature skin aging.

Fast forward to the 21st century, during which wearing sunscreen would not have sufficed. Some studies have asserted that clothing is the best line of defense against excessive exposure to the sun.

Taking this into account, Columbia Sportswear Company, a United States-based outdoor apparel and footwear firm, introduced a new technology to its clothing.

Columbia Sportswear highlighted its Omni-Shade line, or sun protective apparels, during the inauguration of its eighth store at the newly opened Greenbelt 5 in Makati City on Wednes.

“Our products at Columbia Sportswear are synonymous with weather protection. We are proud to enhance our Omni-Shade line for our consumers, allowing them to spend more time enjoying outdoor activities while remaining protected from the sun’s harmful rays,” Bill Tung, Columbia Sportswear’s vice president of international and global retail operations, said. 

Bill Tung, Columbia Sportswear’s vice president of international and global retail operations, welcomes guests during the opening of the firm's eight store at Greenbelt 5

“We always have history of innovation since 1938 so we’re always thinking of solutions for our consumers. And certainly skin cancer awareness is  [one of our advocacies]… we thought this is an important solution for consumers so they can spend more time outside,” he added.

Columbia Sportswear boasts that Omni-Shade is its revolutionary line of outdoor apparel that blocks majority of the sun’s harmful rays so one can stay outside longer. This type of apparel is especially apt for tropical countries like the Philippines.  

Tung said Columbia Sportswear’s Omni-Shade line includes, among others, hats, shirts, gloves, jackets, and shorts for men, women and children. These types of apparels are being offered in its 360 stores worldwide.

So, how does Omni-Shade technology protect you from the harmful ultraviolet (UV) rays? 

“The actual thread of the fabric is very tightly woven. It is not chemically treated so its very tight weave and the tighter that weave is, it does not allow the UV rays to just get through the fabric to protect your skin,” Tung explained. 

Like any other typical sunscreens, Omni-shade label also indicates ultraviolet protection factor (UPF) from 15 to 40.  In terms of deciding which UPF level to choose, Tung said: “It depends on how much time you want to spend in the sun.”

Aside from Greenbelt 5, Columbia Sportswear also have branches in Gateway Mall, The Podium, Festival Mall, Lim Ket Kai Mall, Mall of Asia, The Block and SM Megamall.