New (yet old) way to protect skin: Parasols make a comeback in Austin, Texas

Boutique launches during Skin Cancer Awareness month


AUSTIN, Texas, May 21, 2013 /PRNewswire-iReach/ -- Is it time to consider the parasol the new sunscreen?

Although the parasol has been around for centuries, it was only in the last seventy years or so, when it was deemed desirable to have a "healthy glow," that it fell out of fashion. Amidst widespread awareness of the real dangers of UV rays in terms of skin cancer and wrinkling, the parasol seems ripe for a comeback. A new Austin, Texas online boutique,, hopes to encourage it's revival. The boutique launched in May, just in time for skin cancer awareness month. Their mission is to focus on the fun, stylish aspect of parasols which will encourage their use, thus effectively preventing skin cancers and premature aging.

There are parasol manufacturers throughout the world, predominantly in Asia but also smaller custom crafters in Italy, Denmark, France, and Spain. The new boutique hopes to expand that reach to Americans who face the threat that 1 in 5 of us may develop skin cancer in our lifetimes. In fact, as the National Council on Skin Cancer Prevention recently posted on it's Facebook page, "Parasols are not just a matter style, but sensible when it comes to protecting yourself from the sun."

Indeed, even M.D. Anderson, renowned cancer center, has posted about the importance of parasols. "Opening a parasol, or umbrella, on a blazing hot day continues to be a stylish and effective way to prevent skin cancer in many countries," said Susan Chon, M.D., assistant professor of dermatology at The University of Texas MD Anderson Cancer Center.

The new boutique carries a small line of imported parasols from around the world and focuses on those with a vintage retro feel."In keeping with the style of vintage fashion, we want to glamourize the returned use of the parasol, and offer ones which are reminiscent of Hollywood's Golden Age – parasols that make you feel like Marilyn Monroe." says longtime Austin resident, Tillie Policastro, the boutique's owner. "When you carry a parasol, you have that extra protection where you need it most, your face and neck. It doesn't hurt that it makes you feel stylish, fun and entirely unique."

As any SXSW or ACL visitor knows, Austin's incredible number of sunny days continue year-round, making it the natural birthplace for the store.

Media Contact: Tillie Policastro Hoopla Parasols, 512-925-7600,

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SOURCE Hoopla Parasols



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