Dark fabrics that are high in natural fibres (such as cotton) can be susceptible to sun fading. The everyday fit hat is 97% cotton, 3% spandex; as such, prolonged periods in sun exposed environments will lead to sun fading. It is recommended to NOT leave your hat out in the sun when not wearing it; tuck it away in your favourite tote bag when not in use. If you plan to wear your hat in direct sunlight for more than one hour per day; it is recommend you consider the adventure fit style made with a synethic recycled polyester - and holds up extremely well to sun exposure.