Scorched Earth

“Scorched Earth” – Clothing to Help Cure Cancer

Chris Putaansuu

April 27, 2014

Launch Workshop – Cohort 12

”Skin cancer is the most common of all cancers. It accounts for nearly half of all cancers in the United States. More than 3.5 million cases of basal and squamous cell skin cancer are diagnosed in this country each year. Melanoma, the most serious type of skin cancer, will account for more than 76,000 cases of skin cancer in 2014.” (American Cancer Society, 2014)

Scorched Earth is a clothing brand that is intended for consumers who like to spend extended periods of time outdoors, particularly those that enjoy music festivals, sporting events, urban travel, and tailgating. Unlike other sun-protective clothing brands, Scorched Earth offers the outdoor enthusiast sun-protective clothing that’s fashionable, as well as functional.

The core concept of the Scorched Earth brand is to aid in the fight against skin cancer and Melanoma, while connecting with the younger person who is fashion-conscious. In this demographic, consumers may be motivated to protect their skin, but dissuaded by the unfashionable options on the market. The competition in the marketplace are companies such as Coolibar (Coolibar, 2014), who cater to very young children and older adults. Their products are primarily for the beach, pool, hiking, and golf. Scorched Earth is intended for day-to-day activities where a sense of fashion is important.

Scorched Earth clothing will boast a UPF level of 50+ (Sun-Protective Clothing, 2006) which is the highest in the industry. The clothing will block 98% of UVA/UVB rays. Also, consumers will feel good that 10% of the net proceeds of Scorched Earth will help fund skin cancer research through the Melanoma Research Alliance. (Curemelanoma.org, 2014)

Scorched Earth Clothing will have a distinguishable logo that provides the consumer with a sense of fashion and security. They can feel confident that they are protecting their largest...