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Gore Introduces New Brand Architecture for F/W 16/17

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There’s more to Gore than waterproof-breathable textile technology.

W.L. Gore & Associates, the Newark, Delaware-based company known for its Gore-Tex membrane, has announced that it is restructuring its brands and expanding into three new product concepts for Fall ’16.

“With the decision to focus the Gore-Tex brand on waterproof only, the question came up that if we do products in non-waterproof areas—not everything has to be waterproof—what do we call these products?” explained Chris Eisenmann, a product specialist at the multibillion-dollar company. “So we came up with this proposal to use the Gore name, which is well recognized, and we use that as an umbrella brand with certain product range names that can go under the Gore name brand that describe certain products that we’re going to sell.”

Hitting the trade show circuit in January and February, in time for a retail debut next September, the new concepts comprise Gore Windstopper with light rain resistance, Gore Windstopper with insulation protection and Gore Thermium.

The iconic Gore-Tex (along with the Gore-Tex Pro and Gore-Tex Active brands) will remain unchanged, although its logo has been revised.

“This brand framework allows us to set ourselves up for future innovations and can fit also under the Gore brand,” Eisenmann continued, adding, “This is obviously a big deal for us. It’s going to change how things look at retail and how we develop products because we are no longer limited by a framework that doesn’t support that.”

Gore Windstopper

Gore Windstopper

While the Windstopper name is already well known—comprising active shell, soft shell and technical fleece—it has been rebranded and updated to include two new product technologies with windproof membranes that offer additional functionalities according to their end use.

Windstopper products with light rain resistance are three-layer garments with sealed seams, developed to provide protection in conditions best described as drizzle.

Windstopper products with insulation protection, meanwhile, “allow manufacturers to create the kind of lightweight, insulated and windproof garments that aerobic activities in cooler climates or down-filled urban streetwear call for.”

Arc’teryx, Mammut, Marmot, Quiksilver and Salewa are some of the initial brand partners lined up to incorporate Gore Windstopper into their outdoor collections next fall.

Gore Thermium

Gore Thermium

For warmth and windproof protection that can stand up to light rain and brief snowfalls, Gore Thermium products feature a two-layer shell construction with a new breathable laminate technology that’s designed to keep insulation (whether down, synthetic fiber or wool) dry.

Partnering manufacturers for the launch include Aigle, Black Diamond, Camel Active and Oakley.

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