For Immediate Release

Corina Biton

corina@corinabiton.com

305.720.6505

                                BloqUV launches fashion-forward active wear

                    Comfortable, stylish apparel blocks 98% of sun's ultraviolet radiation 

Miami, Fla., September 2009 - BloqUV introduces a contemporary active wear collection with a minimum of Ultraviolet Protection Factor (UPF) 50. UPF is equivalent in ratings and capabilities to SPF for sunscreens. Founded by two South Floridians who regularly exercise outdoors, BloqUV is truly a case of necessity being the mother of all invention.

"I wore long-sleeve shirts when exercising outside, but would still get sun damage," says BloqUV president Corina Biton. "BloqUV fuses fashion and function. The typical white cotton shirt only provides a UPF of 5 or 10, which is far below the minimum of 15 that is recommended by dermatologists."

“BloqUV is multifunctional. It's extremely comfortable; perfect to wear while relaxing around the house, picking up kids or running around town," says Lori Cubel, senior vice president and director of operations.  "Our Eclipse cover can be worn over a swimsuit or while driving, to protect your chest and hands from the rays coming in through your windshield and on the driver's left side, giving our consumers convenient protection of an important and sensitive part of the body.”

In July 2008, HealthDay reported results from a melanoma study conducted by the National Cancer Institute's Division of Cancer, Epidemiology and Genetics. Research concluded that between 1984 and 2000 there had been a 50% rise in the annual incidence of melanoma among Caucasian adult females. 

Besides blocking 98% of UV radiation, BloqUV features flat seams to prevent chafing, moisture wicking for fast drying and utilitarian pockets to carry keys, credit cards, mobile phones and iPods. Styles easily translate for daytime dressing, and some include elongated sleeves for hand protection. 

BloqUV uses high-quality, soft materials that feel like a second skin. Tested in accordance with the American Association of Textile Chemist and Colorist (AATCC), fabrics undergo 40 home launderings and 100 hours of simulated light. The collection is manufactured in the United States.

The collection can be found online at www.bloqUV.com and in retail locations including Fontainebleau Lapis Spa, Foot Works, University of Miami Dermatology, Dr. Melissa Lazarus and others.  

BloqUV was admitted to exhibit at the 68^th Annual American Academy of Dermatology in Miami March 5-9, 2010.