The Owner's Story

In 2016, Mike McCarthy became the North American provider of Radicool. McCarthy’s passion for sun protection stems from his family and ensuring that he is the healthiest he can be.

“I have young kids now so it is important for my wife and I to make sure that they are protected from the sun as best as they can be while still allowing them to play outside and in the water as much as any other kids,” says McCarthy. “And for myself, I am far more conscious about staying protected as I want to be around in great shape for as long as I can be to enjoy time with my family and friends.”

radicool beachwear owner mike mccarthy and sons

Sun protection clothing holds an important, yet non-intrusive role in the fight against harmful UV exposure. To be categorized as “sun protective”, a fabric needs a rating of at least UPF20 (Ultraviolet Protection Factor), however most are at least UPF30. Radicool only use fabrics that are UPF50+, with some garments as high as UPF100.

The higher the UPF number, the lower the amount of UV rays that reach the skin. To provide some perspective, a white cotton t-shirt will tend to have a UPF of 5, meaning that 1 of 5 UV rays will reach the skin, or only 80 percent protection from the sun. However, when wet, fabric tends to lose about 50 to 60 per cent of its sun protective qualities, so a wet cotton shirt might be letting in approximately 40 to 50 per cent of the suns UV rays, while a wet UPF50 garment would only be allowing 4 to 5 per cent of the UV rays reach the skin, making an incredible difference in protection.

“We often tend to think of healthy choices as a bit of a drag or an unavoidable trade off of some kind, but with sun protective clothing and swimwear it doesnt even really have to be that way,” says McCarthy. “You cannot change the past, only the now and the future, so I think that everyone now has that opportunity to make themselves a little more sun safe today,” says McCarthy.

Emily O'Rourke - The Generator

(This article originally appeared in The Generator's Blog in August 2017. Find out more about The Generator by clicking here.)