It appears that finally, the warnings about dangerous sun-exposure may just be reaching their target..the children.
Julie Wiggins, owner of Perth swimwear retailer, Viva Swimwear, says sales figures for her ultraviolet (UV) resistant rash tops and bodysuits show a growing trend towards covering up against the sun, with long-sleeved shirts now more popular than short-sleeved ones.The children are taking the initiative and making sure that their parents provide them with swimwear that provides full protection from the sun.” 
Each year, 1 600 Australians die from skin cancer - a disease which the Cancer Council says is ‘almost entirely preventable’ - yet Australia has one of the highest incidences of skin cancer in the world.’  Children generally experience between 50 to 80% of their lifetime’s exposure to the sun before they are 18 years old, with research showing that just one incident of blistering sunburn will greatly increase the likelihood of that person getting skin cancer later. 
The fabric of any sun-protective swimwear is very important, says Julie.”100% polyester has the highest SPF rating (sun protection factor) of any material, so it gives wearers two to three times the protection of other fabrics.  All Viva Swimwear’s children’s range is manufactured from 100% polyester fabric sourced in Italy, which has a UPF of 50+.It is safe for use outdoors in the sun but it is also chlorine-resistant - an important factor to consider when choosing your kids’ swimwear.”
As we know, kids seem to spend more time in the pool than out of it during our long hot summer.  The chlorine-resistant fabric of the Sunskins swimwear won’t fade, lose its shape or disintegrate which means it also retains its effectiveness as sun-protection.So, even if the swimwear is subjected to extended exposure to chlorinated water, it will last for a long time making it a cost-effective choice.
The growing acceptance of sun-proof swimwear may also be attributed to endorsements from sporting personalities.For the past three years, the rash shirts worn by contestants in the Margaret River Pro Surfing Series have been custom-made by Viva Swimwear, which has added real streeet cred to the brand.Says Julie : “Kids want to look like their heroes, so when they see the surfers on TV wearing rashies, they want one too!”
Launched in 1991, Sunskins was one of Western Australia’s first sun-protection swimwear brands and has been growing in popularity ever since.Julie says sales of sun-proof children’s swimwear and rash shirts have been steadily rising over the years, but there has been a sudden surge in demand for long-sleeve tops which could just mean that the messages about exposure to the sun could be hitting home.