I'm surprised there is not more visible marketing for a line of light weight UV etc. protective outer clothing for farmers and other folks that have to be out in the sun much of the time...there is a huge marketing effort for the same in the sport fishing industry...If there is much of a crossover I am unaware of it...
Garment makers have perfected the art of making light weight, cool, breathable garments that offer protection from the sun...you see it in the high end out door /sports stores but not in places like TSC etc...