I usually wear UV protection clothing.
Right now my pants are made of some sort of Ripstop nylon/uv/breathe right/dry fast materials.
I also wear some sort of shirt that does the same, a water proof jacket with vents, sun mask, protective hat. Just full dork out style.
http://www.rei.com/category/1/q/Sun+Protection+Clothing
I also wear wetsuits......