Reilly’s solution was to launch Mott 50, a fashion brand that includes UPF50 or more in each garment. Reilly explains that making fabrics with a tight weave and low porosity increases their protection against the sun, but this is a complex, time-intensive process, which is why most brands don’t do this. It took a while for the brand to hit its stride, but last year, Mott 50’s sales through its website and Nordstrom doubled, resulting in $1.3 million in revenue. “In 2010, people didn’t get it,” Reilly says. “Today, there is a shift in trends.”ES
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