Results are in: Sun Safety More Than Skin Deep in the Outdoor Industry

Tilley performed nearly 250 skin assessments and raise $1500 for Leave No Trace during 2011 Summer Outdoor Retailer Show

(Toronto, Canada) – Tilley Endurables, makers of the best, most practical, outdoor Hats in the world ™ provided Sun Skin Assessments to nearly 250 attendees of this summer's Outdoor Retailer show. Those who visited the Tilley booth received an evaluation with a locally-based esthetician including a UV photograph highlighting areas of possible sun damage and some tips on how to Practice Safe Sun®. For each assessment preformed, Tilley donated $5 to Leave No Trace. Based on the booth traffic and participation, Tilley raised $1500 for the Leave No Trace organization.

“The skin assessment program at Outdoor Retailer highlighted the need for continuing education in the area of sun protection. The awareness level must be raised especially for those involved in the outdoor industry where working and playing outside is a passion,” states David Kappele, Director of North American Wholesale.

As part of their skin assessment, attendees were also provided samples of Joshua Tree Skin Care sun block and lip balm. The reminder to apply sun block early – and reapply often – was the mantra at the Tilley booth as was the suggestion to wear a sun protective Hat. All Tilley Hats have been certified as “Excellent UV Protection” (UPF 50+) – blocking 98% of harmful UV rays.

A few of the new Spring/Summer 2012 Hat styles introduced at this month's show include:

•Rain Hat (TWP2) – This new 100% nylon, lightweight, waterproof Hat is designed to protect you from anything Mother Nature can dish out. With a downward sloping brim featuring reflective piping, this Hat is longer in the back to help protect your neck from the rain. But where this Hat shines is with the venting system on the back crown that allows hot air to escape and keeps you comfortable and dry.

•Broad Brimmed Waxed Cotton (TWC6)- This Hat has a rugged, adventuresome spirit. Made with our washable waxed cotton fabric in our olive colour, it is trimmed with British tan waxed cotton in both the hatband and binding to give it that true ‘outback, bush-wacking' look. As with all our Hats, it is not only ruggedly handsome, but functional in protecting you from the sun and rain as well

•Outback Plaid Hat (TWC5P) – The Outback Hat goes to the city. Our washable waxed cotton fabric done in a classic black plaid with black grommet detail, makes this Hat the perfect companion for more refined pursuits.

Tilley fabrics are tested on a machine called a UV 1000F Ultraviolet Transmittance Analyzer. This machine measures the spectral transmittance of a fabric sample, converting data to an Ultraviolet Protection Factor (UPF) for determining the fabric's protective ability. All Tilley Hats and Cap fabrics are tested against the standards developed by the American Society for Testing Methods (ASTM) Committee D-13.65 and the American Association for Textile Chemists and Colorists (AATCC) for UV testing and labelling of sun-protective clothing and shade delivers.

About Tilley Endurables
Tilley Endurables, Inc. has been making Tilley Hats and travel apparel for over 30 years, beginning with Alex Tilley's original quest to make for the ideal sailing Hat. Each Tilley Hat is designed to make life on the go more enjoyable, and manufactured in Canada under Alex's watchful eye. Tilley Hats can be purchased at over 3,100 associated retailers in 18 countries worldwide. For more information about Tilley Endurables, visit

About the Leave No Trace Center for Outdoor Ethics
The Leave No Trace Center for Outdoor Ethics teaches people of all ages how to enjoy the outdoors responsibly, and is the most widely accepted outdoor ethics program used on public lands. As the leader in sustainable recreation practices, the Center trains a nation of outdoor advocates to put Leave No Trace principles into action. Through relevant and targeted education, research and outreach, the Center seeks to ensure the long-term health of our natural world.