Shade New York
May 5, 2026 / Photo: Courtesy of Jess Dunn
After surviving skin cancer, Jess Dunn sought out more UPF clothing but found that there were few pieces available that she could easily incorporate into her Brooklyn wardrobe — so she decided to make her own.
Dunn was diagnosed with melanoma in 2023. Though she has since regained her health, she became extremely cognizant of everyday sun exposure and how conventional clothing does little to protect us from UV rays. She began searching for more UPF (Ultraviolet Protection Factor) clothing, which blocks a significant percentage of the sun’s UVA/UVB rays. But she found that her options were limited — most clothing that offered sun protection was either activewear or swimwear and made from synthetic materials.
She also couldn’t locate a sun protectant white cotton tee, which is a primary staple in her wardrobe.
“UPF, or Ultraviolet Protection Factor, measures how much UV a fabric allows through, similar to how SPF works for sunscreen,” Dunn explained. “For context, a typical white cotton T-shirt has a UPF of around 3 to 5, which offers very minimal protection.”
Unable to find clothing that was both natural, flattering, and sun-repellent, Dunn began researching how to make her own.
“Over the following months, I learned that the product didn’t exist because the fabric itself didn’t exist,” she explained. “Fabric suppliers were very confused by my request for natural, sun-protective materials. They frequently steered me toward bamboo (which is largely rayon) or cotton blends. I stayed committed to 100% cotton for its breathability on the skin and structured drape.”
After several years of experimentation, Dunn and a team of partners created CottonUPF™ with UV protection built right into the material’s fibers as opposed to being created with a chemical coating. The PFAS-free UV absorber blends with the material such that it doesn’t lose its look and feel, making it both comfortable and sun-safe.
From this proprietary product came Shade New York, beginning with short- and long-sleeve tees made from CottonUPF™ fabric, and expanding into a full collection of elevated essentials made entirely from natural materials. Depending on their color and coverage, the tees have a UPF of 40+ and 50+ — but are just as comfortable and stylish as a conventional cotton T-shirt, making them an easy and flattering addition to an outfit.
Dunn helms Shade New York with Kerry Cahn and Louise Baumberg. With the brand, she hopes to inform people about the suboptimal sun protection their clothing usually offers, while providing more options and resources for them to utilize going forward.
“At Shade New York, we’re passionate about making that information more accessible, so people can make informed choices about both their health and what they wear every day,” she said.
She has also collaborated with designer Lila Habermann of Highdive to create a version of the brand’s signature Edie hat made from UPF 50+ material with a bigger brim for increased sun protection. The scarf-hat hybrid provides a versatile and stylish means of shielding your face from UV exposure.
Dunn, Cahn, and Baumberg will continue to expand their UPF offerings and are exploring other natural fibers to incorporate into their pieces. They also aim to help support others affected by cancer with their work.
“In honor of Skin Cancer Awareness Month this May, we’re donating a portion of proceeds from all purchases to the New York Cancer Foundation, which provides financial support to patients who need help paying their medical bills,” Dunn said.
More about Shade New York can be found here.
