The brand is the coolest in the UPF 50+ apparel lineup, so cool that the brand is relatively unknown. Utility has been tapped to help redefine the brand, dial up appeal and relevancy. Our first step, updating the brand identity. We've custom created an apparel tag to quickly signal the category and create a sense of soft texture. With UPF 50+ built into the fibers of the fabric, some consumers have wondered if the product feels stiff. Quite the contrary - it's as soft and su