That was the case for Dr. Cory Stewart who after returning from his honeymoon in Caribbean, the redness on his back began to develop what is now called the Hell Itch. There is no known diagnosis for this, and no medical way of treating it, which meant that Stewart had to grin and bear it with aloe and lotion. Needless to say, he wasn’t expressed when his wife expressed disbelief and passed it off as typical sunburn.

“She thought it was completely ludicrous,” said Dr. Stewart. “Nobody can understand or believe you unless you’ve gone through it.”

Doctors have discovered that Hell Itch is restricted to unique and cursed fraternity whom suffer sunburns of the madness-inducing itch.

While it is still largely unknown to medical science, it’s not hard to find comments on blogs, web forums and comment sections of other victims of the Hell Itch. One comment states, “I’ve literally been begging my 13-year-old sister to knock me out because I can’t take it anymore.” Some have even gone on to say that the itch is close to “fiery sandpaper with knives” and causing some suffers to be dysfunctional.

“You feel like you’re going crazy and nobody believes you,” said Dr. Stewart, who is an orthopaedic surgeon at the University of Chicago.

Specialising in designer clothing suitable for summer wear, Louise Sandberg is a kaftan provider that regularly reacts to relevant news within the industry. A spokesperson for the beachwear brand said, “This proves how important the welfare of our skin is. Even a few minutes under direct sun can have a massive effect on us, whether its heatstroke or heat rash and something as simple as applying sunscreen can help protect you.

“Not only that, but what you wear can also have a great effect on sun exposure. Wearing tight and dark toned clothing can lock in the heat, causing your body to overheat and bring on heat strokes without exposing any part of skin. That’s why we specifically sell kaftans with light embroidered fabrics that are soft in colour; perfect for looking glamorous while helping to prevent from heat damage while you’re outside.”

 Louise Sandberg offers a wide range of classic kaftan dresses and tops. Created to have a light and airy design, each piece of clothing is hand embroidered and comes in a collection of colours and designs. While the products look great for walking on the beach, they can also be worn over jeans or swim wearing, giving light coverage for trips to lunch for example. For more information and to browse the Louise Sandberg range, visit their website at www.louisesandberg.com.