An Interview with LifeJacket Co-Founder, Jono Sumner
Out on the water, it’s easy to focus on the cast, the tide and the fish, while overlooking one of the most constant elements we’re exposed to: the sun. Whether you’re wading in the sea or spending a full day on the bank, UV exposure is part of every session, whatever the weather.
That’s where brands like LifeJacket come in. Co-founded by Jono Sumner, the company was built around a simple but urgent idea: helping people stay protected outdoors without compromising on comfort or routine. Now in their second year supporting the Orvis Saltwater Fly Fishing Festival, they’ve become a natural fit for a community that spends long days in the elements.
This month is globally recognised as Skin Cancer Awareness Month, so we caught up with Jono to talk about where LifeJacket began, why skin damage is still widely underestimated in the UK and what anglers in particular should be thinking about when it comes to sun protection on the water.
If there’s one takeaway, it’s this: protection for your skin should be as much a part of your kit as your rod, reel or fly box.
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What was the moment that made you realise LifeJacket needed to exist?
In our early 30’s, a few of our friends were diagnosed with differing forms of cancer. Billy, one of the other co-founders, came across the statistic that skin cancer rates have doubled in the last 20 years and are forecast to double again in the next 20 (and also that men are twice as likely as women to die from skin cancer). We wanted to create a brand with science, fact and awareness at its core that encouraged people to be outside and doing what they love safe in the knowledge our products were working and keeping them and their skin protected.
Why do you think skin cancer is still underestimated in the UK, especially among people who spend a lot of time outdoors?
It's not just skin cancer that is underestimated, it is all forms of skin damage caused by UV exposure (so wrinkles to skin cancer and everything in between). I think a combination of not realising the amount of UV we are exposed to, not finding sun protection products we like (or don’t dislike) and a slight element of “it won’t happen to me” means people don’t take the very simple yet critical steps to keep themselves protected. The other slight catch when it comes to excess UV exposure is that much of the damage caused is not immediately visible so doesn’t get our attention. This damage does however accumulate and reveal itself over the years.
What’s the biggest misconception people have when it comes to sun protection?
That it is only something we should think about when we can see the sun and it is hot. UV is present all year round, it penetrates clouds and reflects off most surfaces so we need to recognise this and act accordingly.
From your perspective, what are fly anglers or anglers getting wrong when it comes to sun exposure?
I can’t speak for the angling community at large, but underestimating the amount of UV that our skin is exposed to every single day, 365 days a year, is the most common issue. Whilst UV strength is seasonal, establishing a routine that affords a base level of UV protection that can be increased or topped up when needed is the single best thing you can do for your short, medium and long term skin health
Are long days on the water more damaging than people realise and why?
Anyone that spends a significant amount of time outside and exposed to the elements is at a greater risk when it comes to skin damage. For anyone who enjoys being out in or on the water, this risk is amplified as UV reflects of the waters surface, in effect doubling the exposure. Again, much of the damage caused by excess UV exposure is not immediately visible, so that “realisation” moment can often come years down the line
If someone only did one thing differently on their next day outdoors, what should it be?
Use an SPF product on any parts of the body you expect to be exposed during the day, top up if necessary, and don’t underestimate the benefit of establishing this as habit. Your skin will thank you in the long run if not sooner.
How should people think about sun protection as part of their outdoor kit, rather than an afterthought?
Nothing can be done to reverse the damage to the skin caused UV exposure, so don’t let it happen in the first place. Whilst establishing a daily skin routine is step one, thinking of sun protection as essential kit when you head out fishing or are on the bank will mean you can stay protected and comfortable. Pop some in your tackle bag/carryall and you are set.
If someone reading this could take away just one thing, what would you want it to be?
Please don’t underestimate the benefit of taking care of your skin and it is never too late to start. A few simple steps and 30 seconds a day is all it takes.
Explore the range here: Sun Protection by LifeJacket
