We’re excited to introduce you to the always interesting and insightful Jess Dunn. We hope you’ll enjoy our conversation with Jess below.

Jess, appreciate you joining us today. How did you come up with the idea for your business?

Two years ago, after surviving melanoma, I entered the next phase of my life: learning how to coexist with the sun in a healthier way. In addition to daily sunscreen, my doctor emphasized the importance of UPF clothing, which is how I first learned that most of our everyday clothes don’t actually protect us from UV rays.

I started searching, both online and in stores, but everything I found was made for outdoor sports, the beach, or vacation. As a woman in New York City, I felt unrepresented. I craved a classic, cotton white tee I could wear every day, with sun protection built in. When I couldn’t find it, I decided I would make it.

That was the beginning of SHADE NEW YORK — a brand born out of necessity, grounded in the belief that caring for our skin shouldn’t mean compromising style.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

With a background as a freelance filmmaker, I was somewhat new to the fashion industry—but not new to the entrepreneurial hustle. I began searching for fabric to launch SHADE NEW YORK with our core product: a cotton white tee with sun protection. And just like the tee I imagined but couldn’t find, the fabric didn’t exist either.

I made phone calls, walked the garment district, scoured databases and fabric fairs, only to find that every sun-protective textile was synthetic. Vendors tried to steer me toward polyester, elastane, or “bamboo” (which is often just glorified rayon in the U.S.), but I knew that kind of fabric felt unbreathable and didn’t drape like a true classic white tee.

So, we developed and patented our own: CottonUPF™ — a 100% cotton fabric with UPF 40+. It’s the foundation of SHADE NEW YORK’s Origin Tee, the only 100% cotton white tee on the market with built-in sun protection.

Our goal with the Origin Tee, and the future products we’re creating, is to empower people to live their best lives in the sun.

Can you tell us about a time you’ve had to pivot?

I fell in love with filmmaking in college and followed that path for over 12 years. Being a filmmaker wasn’t just a career, it was a part of me. It was the one thing I felt completely sure of in my life.

When I felt called to create SHADE NEW YORK, it was unexpected, but somehow, it still felt right. I realized that both filmmaking and building this brand come from the same place in me: the belief that storytelling can change lives. What I once did through directing, I now do through SHADE, telling a story that’s personal, intentional, and created to truly reach people. I feel like I can make an even bigger impact through SHADE than I could with film – helping people stay healthy and prevent skin cancer.

I’ve also stayed deeply connected to the brand’s visual language, personally shooting 90% of our photos and videos. That part of me never left.

Throughout both careers, I’ve often felt pressure to pick a lane — but I don’t think that’s realistic. Human beings are complex and multifaceted by nature, so why shouldn’t our careers reflect that too? I’m proud to be both an entrepreneur and a filmmaker, and I’m open to seeing what’s next.

We’d love to hear about how you met your business partner.

Equal to building SHADE NEW YORK, I feel incredibly fortunate and proud of the working relationship I share with my business partners, Loulou Baumberg and Kerry Cahn. Both were introduced to me through mutual friends, and they came on board at different times.

Loulou and I were close friends for almost two years before I brought the idea of SHADE NEW YORK to her. Navigating the shift from friendship to partnership required finding a new rhythm, balancing the personal and the professional. But because we were friends first, there’s a level of trust between us that I don’t think could have come from someone I interviewed.

Kerry entered the picture about a year and a half later, adding the perfect balance to Lou and me and completing our gorgeous trifecta. Both Kerry and Lou dedicate their time and resources to SHADE because they believe in the mission. None of us are taking a salary right now—we only launched a month ago—so this kind of partnership, built on shared values rather than personal gain, feels deeply aligned for the long haul.

Our first month was a whirlwind: a Hamptons debut with the New York Cancer Foundation, a feature on Good Morning America, and a lot of 16-hour days. I can’t imagine enduring the late nights, early mornings, mistakes, and problem-solving, while still laughing and smiling, with anyone else.

In my experience, when friendship and business align, it creates a foundation rooted in honesty and long-term vision. This is what works for us.

Contact Info:

• Website: https://www.shadeuv.com
• Instagram: https://www.instagram.com/shadeuvnewyork/
• Other: https://shadeuv.substack.com/https://www.tiktok.com/@shadeuv

Image Credits

black and white photo credit – Jess Dunn
selfie mirror credit – Jess Dunn
color model photos – Keaton Matusich