The company created a new category of protective clothing for daily commuters, exploring innovative ways to combine comfort, protection, and everyday practicality.
The fashion industry of India has, in recent times, witnessed the emergence of a new category, which sits at the intersection of technology, apparel, and personal wellness. Blue Tygaserves as one of the finest examples. The Bengaluru-based direct-to-consumer brand has gained attention for introducing what it describes as India’s first sunscreen jacket, a garment that is designed for providing physical protection against harmful ultraviolet (UV) rays.
While sunscreen lotions have dominated the sun-protection segment in all these years, apparel-based solutions are now increasingly being explored as a complementary form of protection.
The growing demand for sun-protective clothing.
Over the past few years, awareness surrounding UV exposure has grown significantly among consumers. Dermatologists and health experts have long emphasised the importance of protecting the skin from prolonged exposure to ultraviolet radiation, particularly in tropical countries such as India. This has created opportunities for brands to develop specialised clothing that offers both comfort and protection. Blue Tyga’s sunscreen jackets are designed using UPF 50+ certified fabrics, which are intended to block a substantial percentage of harmful UVA and UVB rays while maintaining breathability and comfort for daily use.
Unlike traditional protective clothing that can often feel heavy or uncomfortable in hot weather, the focus of this category is on lightweight materials that are suitable for long hours outdoors, whether during commuting, travel or recreational activities. The emergence of products such as sunscreen jackets also highlights a larger trend within the apparel industry: the rise of functional fashion. Consumers are increasingly seeking clothing that serves a practical purpose beyond aesthetics, whether through moisture management, temperature regulation, UV protection or performance-enhancing fabrics. Industry observers note that this trend mirrors developments seen in global markets, where activewear, athleisure and performance apparel have evolved into mainstream consumer categories. In India, similar demand is now driving innovation in climate-responsive clothing and everyday wearable technology.
Building a category in a competitive market.
Founded in 2023, Blue Tyga has focused on educating consumers about wearable sun protection while expanding its product portfolio across different use cases and weather conditions. The company has introduced multiple variants of its sunscreen jacket, each designed to cater to varying levels of outdoor exposure and comfort preferences.
The brand’s growth strategy also reflects a wider trend among direct-to-consumer companies that seek to establish entirely new product categories rather than compete solely within existing markets. By focusing on a specific consumer problem, in this case, prolonged sun exposure, the company has positioned itself within a niche segment that is gradually gaining visibility. The growing interest in sun-protective clothing suggests that functional fashion could become a significant growth area within India’s broader apparel industry.
While the category remains relatively new, the increasing adoption of products that combine protection, comfort and everyday utility points to evolving consumer behaviour. For apparel brands, it also highlights the growing opportunity to innovate beyond style and create products that address real-world lifestyle challenges.