About Us

About UPF50.com

With a background in concert shirts and a home base in Southwest Florida, we know all about shirts. And we know all about the sun. We put our two specialties together to deliver the best sun shirts you’ll ever wear, period.

From the Rockets to Rockin’ Sun Shirts

Our Story

upf50 About Us upf50.com owner steve lane with detroit band

A note from our founder Steve Lane

It all started at the record plant in 1980. That’s when I was a roadie and bus driver for the Detroit band The Rockets (I’m in a white tank top in the photo.)

I discovered the wonderful world of concert merchandise in 1982 and began working for Winterland Productions. I handled the tour merchandise for musicians and bands like Eric Clapton, Tom Petty and Fleetwood Mac – just to name a few.

After my life on the road, I started a screen printing business where I did contract printing for companies that shipped all over the world. A few years later I was selling licensed merchandise to stores across the United States, from your local mom and pop stores to large department chain stores.

Now in my later years, you’ll still find me printing and selling shirts. The process is a lot different from when I started in 1982.

All of our UPF50 shirts are printed through a process called dye sublimation – the only way I believe they should be printed (silk screening ruins these types of shirts –BEWARE).

All our partner brands have passed the quality test. And all our designs have passed the rigorous approval process to ensure they bring the coolest look for the coolest shirts.

It’s all about the shirt! 

-Steve “New Wave” Lane

Semper Fi

UPF50.com team today

UPF50.com is a Passionate (and compassionate!) team

Who we are now

Another note from Steve

I’ve come a long way from being a rowdy roadie, selling shirts alongside the stars. Nowadays I spend my time printing and creating new designs for the everyday person who loves to live their life outdoors.

Find us today at our two Florida locations: one in Cape Coral and the other in Venice.

Thanks to the in-person shops, I am able to employ and provide opportunities to young artists to pursue their art as a full time career – allowing them to grow within the business to positions that best suit their skills and passions so that they are able to support their families and dreams.

Dear ian: We’re even tougher than you

We survived hurricane ian

Fort Myers Beach Location annihilated

Our Fort Myers Beach location was hot… until it was literally blown away by Hurricane Ian in Sept. 2022.

When we went to check on the shop after the Category 5 hurricane, there was nothing to check. All we saw was a demolished pile of cinderblocks. We could only gauge our former location by a bright yellow sun shirt that was trapped in the rubble and blowing in the breeze.  

Like the rest of Southwest Florida, we used this opportunity to grow even stronger. I opened a shop in Venice, Florida. Kept all employees working: painting murals on the shop walls, revamping and tracking inventory…doing whatever they could do to continue to support their families during the extensive rebuilding period. 

I am proud to say I did not have to lay off a single employee. All of us made it through. 

That’s what UPF50.com is all about. Supporting each other. Helping each other succeed. Oh yeah, and providing the absolute BEST SUN SHIRTS…that can even survive the hurricane.



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cape life sun protective clothing brands sun shirts (1)

Contact us

Give us a call or send us an email if you want to partner with our brand, need a bulk order of UPF50 sun shirts or have any questions.

EMAIL: info@upf50.com

PHONE: 239-699-8125


Visit Us

1031 Cape Coral Pkwy E

Ste 103

Backside of Building

Cape Coral, FL 33904

Contact us



Open Hours

M-F: 10am – 6pm

Sat: 10am – 5pm

Sun: 10am – 5pm