From the Rockets to Rockin’ Sun Shirts

Our Story

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 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.