What is Shade?
How evaluating my relationship with light led me to create Shade, and the sun-protective clothing I feel comfortable wearing.
While I was recovering from my skin cancer, I thought a lot about the light.
How light represents a desirable direction. Creatures follow light; some strive to be the light, and when we die, we go towards the light. I thought about how my relationship with light was changing.
I wouldn’t call myself a heliophile, but I grew up with a healthy appetite for the sun. I enjoy feeling the warmth on my back while reading a book in the park, witnessing how easily my face freckles after a walk and arriving back from a vacation with a tan. I did not want to lose my rituals.
Preparing for my first beach trip post skin-cancer, I asked myself and medical professionals this question over and over, hoping for a different answer:
“Can I sit directly in the sun?”
“It’s complicated.”
The rebel in me wanted to ignore precautions, but my body rebelled harder. I packed Neutrogena SPF 70 for my body, EltaMD SPF 46 with zinc for my face, Sun Bum lip balm SPF 30, silicone tape for my surgery scar, endless hats, polarized sunglasses, and sun protective clothing that was made from mostly spandex. The latter was overpriced, and though it was from a reputable athletic brand, it made my skin feel like it couldn’t breathe.
I arrived in Costa Rica, and carefully selected a sandy, breakfast nook in the shade. Had it been any other trip, I would have opted for a sunnier spot by the water. This change felt annoying. I wondered if I’d always carry the weight of being on (sun) guard. Though I was lucky enough to be alive in this beautiful place, I felt like I was missing out on something and it didn't feel fair. But I also knew I wasn't alone, skin cancer is the most common cancer in the United States.
That morning, while waiting for my friend Hillary to arrive, I journaled about light.
"What was the light was asking of me?"
"Could I be the light in the shade?”
The answer that came to me was the exact opposite - make the shade in the light. At that moment, I felt called to create Shade, so we could all live our lives in the sun.
I arrived back home to Brooklyn in May 2023 and got to work. The result is an offering. Shade is dedicating its life to advancing science and textile technology to bring you natural, breathable, sun protective essentials.
This isn’t beachwear - but it would protect you at the beach. This isn’t activewear - but it would look great on your walk. Shade is designed to effortlessly fit into your lifestyle, just like the sun. Whether you're on your way to work, running errands, grabbing coffee with friends, walking your dog, or sitting by a window, Shade can be there. And the best part? You don’t have to change a thing about your routine to enjoy the benefits of all-day sun protection.
Shade is releasing our first products in May 2025. Pre-orders will be available exclusively to our direct community beginning in March. You’re invited to join.
We’ll be sharing the nuances of our journey here - building a brand from scratch and developing new fabrics. You’ll find interviews from people in our community, plus observations on how the sun and shade interact in their daily lives. And we're open to dialogue. Anything our community wants to discuss can be explored right here.
Thank you to everyone who helped Shade get to where it is today including John, Julia, Taylor, Stef, Tara, Andrew, Alex, Adam, Daydream, many consultants including Sydney, and Matt, and especially my co-creative directors, Lou and Kerry.
Shade gives us a life in the sun, because no one should have to hide from the light.
My story is ours.
-Jess Dunn
Founder & Creative Director of Shade
So fucking proud!
Beautiful.