Podcast Summary: "Meet The Brand Making UPF Clothing Chic"

Title: Let's Get Dressed
Host: Liv Perez
Episode: Meet The Brand Making UPF Clothing Chic
Release Date: June 23, 2025

Introduction to UPF and the Need for Stylish Sun Protection

In the latest episode of Let's Get Dressed, host Liv Perez delves into the often-overlooked world of UPF (Ultraviolet Protection Factor) clothing. She highlights a startling fact: the average white T-shirt only offers a UPF rating of about 5, allowing 20% of UV rays to penetrate through to the skin (04:02). This revelation sets the stage for an in-depth discussion on the importance of sun-safe clothing and introduces listeners to a brand that's revolutionizing this space.

Guest Introduction: Emma Gerber of Claudent

Liv welcomes her longtime friend, Emma Gerber, the co-founder of Claudent, a brand dedicated to designing stylish, elevated UPF 50+ clothing. Emma shares her personal connection to the brand’s mission, rooted in her partner's sun allergy, which necessitates reliable sun protection without compromising on style (07:53).

Notable Quote:
Emma Gerber: "I don't want to wear the UPF clothing that exists in the market. I don't want to only be wearing, like, a paisley print or a pastel color. I want to look how I want to look, and I want to feel comfortable." (07:53)

The Origin Story of Claudent

Emma recounts the inception of Claudent, driven by her business partner's struggle with polymorphic light eruption—a sun allergy that causes hives and rashes upon sun exposure (09:45). Additionally, Liv shares a poignant personal anecdote about her father's melanoma diagnosis during her middle school years, underscoring the critical importance of sun protection (08:41).

Notable Quote:
Liv Perez: "I have to remember to reapply every 90 minutes. I'm not going to miss a spot. Spot that is, like, invisible to the naked eye because I know where my clothes are on my body." (08:41)

Understanding UPF: Beyond Traditional Sun Protection

Liv and Emma break down what UPF entails, explaining that it functions similarly to SPF but for clothing. UPF 50+ garments allow only 1 out of every 50 UV rays to penetrate, offering significantly better protection than standard fabrics (13:31).

Notable Quote:
Emma Gerber: "We test everything with the AATCC, which is the American Association of Textile Chemists and Colorists. Anything above a UPF 30 is considered protective, and our garments maintain UPF 50+" (14:09).

Designing Fashion-Forward UPF Clothing

Emma details the intensive process of designing Claudent's apparel. The brand meticulously selects fabrics that not only provide maximum sun protection but also ensure comfort and style. After testing over 1,500 fabric headers, Claudent focused on creating garments that feel like favorite vintage pieces rather than typical rash guards (16:05).

Notable Quote:
Emma Gerber: "We wanted it to feel like when you grab your favorite vintage button-up from your closet to throw over your bathing suit." (16:05)

Sustainability and Material Choices

Claudent emphasizes sustainability by opting for recycled synthetic fibers, which retain their UPF properties longer compared to chemically treated natural fibers. This decision reflects a commitment to creating durable, long-lasting products that minimize environmental impact (18:09).

Notable Quote:
Emma Gerber: "We decided on recycled synthetic fibers that have inherent protection, as opposed to chemicals and natural fibers." (18:12)

Overcoming Industry Challenges and Misconceptions

The discussion shifts to the challenges Claudent faces in the fashion industry, particularly the high costs and limited availability of stylish UPF fabrics. Emma explains that the perception of UPF clothing as uncomfortable or unattractive is a significant barrier (22:04).

Notable Quote:
Emma Gerber: "People think of sun protection as a chore. We're trying to bridge the gap by offering stylish options that people actually want to wear." (20:13)

Marketing Strategies: Changing Perceptions Through Experience

Claudent has effectively utilized pop-up shops in resorts and high-traffic locations to allow potential customers to experience the quality and style of their UPF clothing firsthand. This hands-on approach has been crucial in dispelling myths about UPF apparel being solely functional and unappealing (27:04).

Notable Quote:
Emma Gerber: "Being able to feel the fabric is what makes the biggest difference for us. It changes people's minds about what UPF clothing feels like." (27:04)

Future Collections and Innovations

Looking ahead, Emma shares insights into upcoming collections, including a backless silk dress designed to offer sun protection without sacrificing style. This exemplifies Claudent's commitment to expanding their range while maintaining high standards of protection and aesthetics (24:12).

Notable Quote:
Emma Gerber: "We’re developing our SS26 collection, which includes a backless silk dress that provides added sun protection in a chic design." (25:22)

Personal Fulfillment and Brand Growth

Liv and Emma discuss the emotional rewards of building a brand that aligns personal values with business objectives. Emma expresses immense satisfaction in seeing her products become wardrobe staples that customers actively choose rather than merely functional items (30:02).

Notable Quote:
Emma Gerber: "Wearing it because I want to, not because I have to, is really fulfilling." (30:02)

Advice for Aspiring Entrepreneurs

In the concluding segment, Emma offers valuable advice for those looking to start their own brands. She emphasizes the importance of believing in oneself and being willing to bet on one's vision to inspire others to invest and support the venture (30:48).

Notable Quote:
Emma Gerber: "You have to believe in yourself and bet on yourself. You can't expect others to bet on you if you're not willing to do it on yourself." (30:48)

Conclusion

This episode of Let's Get Dressed provides an insightful exploration into the intersection of fashion and functionality through the lens of UPF clothing. Liv Perez and Emma Gerber shed light on the importance of sun protection, the challenges of creating stylish UPF apparel, and the passion driving Claudent's mission to make sun-safe clothing both chic and accessible. Listeners are left inspired by the blend of personal experience, scientific understanding, and creative design that underpins Claudent's offerings, encouraging a more thoughtful approach to everyday sun protection.