Melanoma International Foundation Endorses Tilley Endurables Hats And

Melanoma International Foundation finds the Tilley Hat to be worthy of endorsement.
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Toronto, Canada (April 22, 2010) – The Tilley Endurables indestructible line of Hats can withstand the weather, the water and even the sun. Available with the highest sun protection rating of UPF 50+, even the Melanoma International Foundation finds the Tilley Hat to be worthy of endorsement for any play or work under the sun.

“The most important—and most effective—way to prevent sun damage and skin cancers related to sun exposure is through protection,” says Alex Tilley, founder of Tilley Endurables. “Every time you are exposed to sunlight, even on cloudy days, you should cover up with sun-protective clothing, a wide-brimmed hat, and sun block.”

Excess sun exposure damages skin, from short-term effects, such as painful burns, blisters, and discoloration, to long-term effects, including skin cancer.

“The Melanoma International Foundation endeavors to partner with organizations that have shared missions and messages about building awareness around skin cancer and sun protection. Together, we can effectively reduce the skin cancer epidemic,” says MIF President and founder, Catherine Poole. “Tilley tags every hat with a message about sun protection, and we fully endorse their products as an important component of preventing skin cancers and sun exposure damage during outside activities," says Poole.

The Melanoma International Foundation is a non-profit organization that offers patient support services for those affected by this disease. They provide a toll-free helpline, online community forum (www.melanomaforum.org) and personalized patient navigation through email. Learn more about the Melanoma International Foundation, its services and patrons by visiting them
online.

So what makes a Hat's UPF rating? Here are some specifics to the fabrics that increase its sun blocking abilities:
- dark in color
- tight weave (can you see light through the garment)
- thick fibers (heavier is better)
- resilience (does it stretch and as it stretches does light pass through)
Add in breathable fabric, sweatbands and mesh Airflo designs and you get the best comfort with the highest sun ratings available.

Tilley fabrics have been tested against the international standards developed by ASTM Committee D-13.65 and the American Association for Textile Chemists and Colorists (AATCC) for UV testing and labeling of sun protective clothing and shade devices. The International UV Testing Laboratories offer a number of UV testing services including: UV Transmittance Testing, Simulated Use Exposure, UV Block Certification and textile UV labeling. International UV Testing Laboratories use the internationally recognized criteria developed by ASTM International to measure the sun protective values of fabric.

Tilley is also supported the Melanoma International Foundation's 7th Annual Safe from the Sun Walk and 5k Run in Villanova, Pa., on April 25th, 2010. This is the largest melanoma awareness and fundraising event in the country. The day is devoted to honoring those struggling or those we've lost someone special to melanoma. Proceeds from the event go to benefit patient services, education programs and the foundation's patient navigation system. Tilley donated hats to all the doctors conducting the free cancer screenings at the event.

About The Tilley Hat / Alex Tilley
Tilley Endurables has been making Tilley Hats and the finest travel clothing in the world for nearly 30 years. Tilley's are designed to make life on the go more enjoyable. They can be purchased at family-owned Tilley Endurables stores in Toronto (2), Mississauga, Montreal (2) and Vancouver; by phone-order (1-800-ENDURES) through the Tilley Endurables catalogue; online at www.tilley.com; or at over 3,100 associated retailers (350 in Canada) in 18 countries worldwide. Call 1-800-ENDURES for the nearest associated retailer. Tilley Hats and almost all clothing are designed and manufactured in Canada under founder Alex Tilley's watchful eye.

About the Melanoma International Foundation
Established in 2003, the Melanoma International Foundation (MIF) is a 501(c)(3) non-profit organization serving the community at large as a valuable resource. We ease the burden of melanoma and bring understanding to the journey. MIF develops, supports, and provides innovative programs for the prevention, early detection, and treatment of melanoma. In addition, MIF also has a special focus on navigating patients to clinical trials where we hope a viable treatment will be found with proper accrual to test out new therapies. MIF was instrumental is procuring the first Department of Defense Congressionally Directed funding for research in 2010.

MIF's outreach and intended audience is directed to melanoma patients, and their loved ones. We also collaborate with cancer related organizations, community hospitals and other allied professionals in the medical field.

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