Discover How the Sunshine State is Revolutionizing the Coolibar’s Identity and Redefining the Future of Sun-Protective Fashion.

August 29th, 2024

Coolibar, a renowned name in sun-protective apparel, is experiencing a remarkable transformation as it relocates from Minneapolis to the sun-soaked shores of Miami. This strategic move is already reshaping the brand’s identity and enhancing its product offerings in exciting ways. The Miami climate, with its nearly constant sunshine and proximity to the beach, has dramatically elevated the company’s marketing capabilities. Unlike the constraints of Minneapolis, where inclement weather often required studio photography, the vibrant Miami backdrop allows for spontaneous, high-quality outdoor shoots. Recently, the Coolibar team captured a lively campaign for children’s swimwear on Surfside Beach, utilizing the natural beauty of their surroundings and engaging team members’ families in the process. The efficiency of this approach means the brand can deliver fresh, compelling imagery that resonates with customers much faster than before.

This sunny shift is not only impacting Coolibar’s marketing strategies but is also invigorating its product development. The relocation has ushered in a new design team, many of whom are South Florida natives. Their deep understanding of the needs of consumers in warm climates has fueled a creative renaissance, leading to the launch of an impressive 60 new products in 2024 alone, with an ambitious plan for another 100 in 2025. This stands in stark contrast to the previous three-year hiatus in Minneapolis, during which no new products were introduced, and only existing silhouettes were reimagined in different colors and patterns. The South Florida designers actively engage in Coolibar’s ‘Super User’ program, which allows them to test products in real-world scenarios—whether at the beach, pool, or during recreational activities—providing valuable, real-time feedback that informs ongoing design optimizations.

The rigorous testing that Coolibar is known for remains a cornerstone of its operations. The company prides itself on its leadership in UPF 50+ fabric technology, ensuring that every fabric lot undergoes extensive testing for UV ratings, durability, and performance. This includes assessing fabrics under multiple conditions—repeated laundering, exposure to sweat, sunlight, chlorine, and saltwater—to guarantee that their sun protection remains intact. Miami’s abundant sunlight and water environments offer the perfect conditions for this thorough testing, which includes a stringent process of washing fabrics multiple times and exposing them to UV light before they can be used in production.

Moreover, the vibrant fashion scene in Miami is significantly influencing the aesthetic direction of Coolibar’s future collections. The brand has embraced the metropolitan resort vibes of its new location, releasing a variety of “younger” styles adorned with bright oranges, pinks, and blues—colors that reflect the lively tropical aesthetic of Florida. These bold patterns and modern silhouettes, including ruffles, scallops, and wrap suits, stand in stark contrast to the more traditional pastels and muted tones previously associated with the brand. While Coolibar remains committed to its classic offerings that customers love, it is keen to evolve its assortment in line with the latest trends emerging from Miami’s dynamic fashion landscape.

As part of its mission to enhance public awareness about sun safety, Coolibar is integrating itself into the local Miami community through collaborations with organizations such as the Miami Dermatological Society and the Skin Cancer Foundation. The brand has already hosted a variety of community-focused events, including fishing and boating luncheons, yoga classes, and wellness retreats—all aimed at educating locals about the importance of sun protection. Plans to participate in several dermatologist conferences and skin cancer awareness walks further demonstrate Coolibar’s commitment to fostering community engagement around health and wellness.

Sustainability is also a key consideration as Coolibar expands its operations. The brand employs environmentally friendly practices throughout its manufacturing processes, including the use of Oeko-Tex-certified factories that ensure no harmful chemicals are involved in fabric dyeing. For fabric coating, Coolibar opts for C0 over C6, a non-fluorinated compound that eliminates harmful PFAS from its products. The brand also emphasizes sustainable packaging, utilizing biodegradable materials for individual products and recyclable materials for shipping—all sourced from responsibly managed forests.

Looking ahead, Coolibar’s strategic priorities in its new Miami headquarters will focus on continuing its commitment to excellence in sun protection apparel. The brand aims to enhance its partnerships with skin cancer foundations and dermatologists, integrating their endorsements into its communication strategies to reinforce the reliability and health benefits of its products. Additionally, Coolibar intends to emphasize the versatility of its offerings, catering to diverse outdoor lifestyles—from fishing and boating to travel, golf, and yoga.

Amid these innovations, Coolibar shares a quirky yet practical tip for staying sun-safe: individuals can indeed get sunburned while flying or riding in a car due to the persistent exposure of UVA rays. While airplane windows block most UVB rays, they do not completely shield passengers from UVA radiation, which can penetrate deeper into the skin. This reality highlights the importance of applying sun protection before embarking on flights or long car journeys, ensuring that even those high above the clouds remain shielded from harmful rays.

As Coolibar settles into its new Miami headquarters, the brand is not only evolving its identity but also expanding its mission to protect consumers from sun damage on a global scale. With a keen eye on fashion, sustainability, and community engagement, Coolibar is well-positioned to lead the way in sun-protective apparel while championing awareness and education around sun safety.