DESIGNERS CONTINUE TO ADD HATS TO THEIR FASHION MIX

Even though hat wearing has not reached epic proportion in the US, we can dream. We can also do something about it. And the best thing to do is to create a marketing campaign that makes hats a must-have…or better yet – makes them cool.

The reason I bring this up now is because your fellow hat makers are trying to put together a committee to spearhead the advancement of hat wearing. But they need your help. Just last week Transitions Lenses sent out a press release re-iterating what we all know: The depletion of the ozone layer poses a threat to skin and eye health. The purpose of this release was to garner positive press on the wearing of sun glasses. On the way to their premise they also mentioned another thing we all know: It is important to wear a hat to prevent sun damage to the skin.

Now tell me something I don’t know! I have told many of you that living in South Florida has opened my eyes to the fact that women don’t understand the correlation between skin damage and hat wearing.

Well Folks, don’t you think it’s time they were told this important fact? It will not only help them…but guess what - it will also help your bottom line. Why let plastic surgeons rake in the dough for Botox and brow lifts when you can do the same thing for them on the uptake.

Case in point: I recently attended a PR event at a plastic surgeon’s office on Park Avenue in New York City. There were lots of young fashion editors (from major glossy magazines) in attendance. And they were all excited about having laser treatments to smooth out their skin. When I asked them why they didn’t wear hats to protect them from the sun, the answer was, “they’re not cool.”

What these PYT’s (pretty young things) don’t realize is that it is not cool to look old. Maybe it’s cool to look old in some other universe, but in this one, looking old is unacceptable. Who ever said life is fair?

Well, now is the time to even the score and start promoting the use of headwear as an anti-aging device. Your first order of business is to get involved in the Headwear Association. A media campaign is about to begin (the tentative starting date is January 1st) but in order for this to happen we need everyone’s support.

Let’s face it, headwear business could be better. Celebrities such as Lindsay Lohan and Brad Pitt are wearing hats 24/7 but the average consumer is not. And that’s a pity.

Send me an email at diane@hatlife.com if you want to get involved. Please put: Headwear Association on the headline of your email.

If you would like to get publicity for your hat company or retail hat store you can use some of the copy from the release below to get media coverage in your local market. Of course you have to change some of the information, just use the study from the National Oceanic and Atmospheric Administration and the National Aeronautics and Space Administration.

The release below was sent to PR Newswire, who in turn emails it to magazines and newspapers around the country. The goal is for the media to pick up the story and get one of their reporters to write about it.

Here is the original release: Note the part about Hats below.

Depletion of Ozone Layer Poses Threat to Both Eye and Skin Health

The National Oceanic and Atmospheric Administration and the National Aeronautics and Space Administration said that the "hole" in the earth's protective ozone layer currently measures a record high of 10.6 million square miles (an area equivalent to the size of North America), Transitions Optical reminds consumers of the possible dangers of ultraviolet radiation (UVR) exposure. Depletion of the ozone layer increases the amount of harmful UVR that penetrates the atmosphere; this poses a potentially serious international public health risk, especially for the eyes and the skin, with children being particularly vulnerable.

According to a recent survey[2] sponsored by Transitions Optical, most people (82 percent) are aware that extended sun and UVR exposure has been linked to skin cancer, but few (only nine percent) are aware that the sun and UVR could be harmful to the eyes -- and can lead to such sight-threatening diseases such as cataract and macular degeneration.

"This alarming new data on ozone depletion reinforces the importance of regular and consistent UVR protection for the eyes and the skin at all levels of light exposure. It is particularly important to protect children's eyes because most UVR-related ocular damage is cumulative, and nearly 80% of lifetime exposure to UVR occurs prior to age 18," said Susan Stenson, M.D., F.A.C.S., clinical professor of ophthalmology at the New York University School of Medicine. "With a diminishing ozone layer and a disturbing lack of knowledge among consumers about the ocular risks associated with UVR exposure, we must work harder than ever to educate people about the dangers of UVR and how best to protect the eyes," said Dr. Stenson.

UVR is invisible, presenting an invisible threat to both quality of vision and long-term ocular health, Dr. Stenson explained. While UVR exposure is generally greater with bright sunlight, UVR exposure can occur with all levels of light, and thus poses a possible threat to the eyes and the skin 24 hours a day, 365 days of the year, she added.

While avoiding the sun is the best preventative tactic, according to Dr. Stenson, other less drastic measures, such as wearing a broad-brimmed hat, using sun screens on the skin around the eyes, and wearing full coverage, wrap-around-designed sunglasses with 100 percent UVA and UVB protection can also be effective in reducing UVR exposure in and around the eyes. Since UVR exposure can exist outside of bright sunlight, wearing sunglasses occasionally is not an adequate solution to the UVR problem, added Stenson.

Alexander McQueen is bowled over by the Bowler for Spring ‘07