The new GORE-TEX brand world:
now comprising a greater diversity of product and technology offerings
The GORE-TEX brand stands for functionality, quality, durability, and the exclusive "Guaranteed to Keep You Dry" promise. Commencing this autumn, it also stands for an even greater variety of product offerings that, with GORE-TEX INFINIUM™, now go beyond "waterproofness & breathability".
It was more than 40 years ago that W. L. Gore & Associates (Gore) revolutionised the outdoor and mountaineering scene with its GORE-TEX waterproof and breathable laminates. Today, it's hard to imagine that what we now take for granted, was once practically inconceivable. Thanks to these technologies, uncompromising weather protection and wear comfort were suddenly no longer irreconcilable.
That's the way it was. That's the way it always will be. The only difference is that there is now also the GORE-TEX INFINIUM™ brand.
As a pioneer of technological innovation in the field of functional garments and footwear, Gore has diversified its portfolio. Commencing this autumn, its existing GORE-TEX brand will be joined by the new GORE-TEX INFINIUM™ brand. This new brand features all the product technologies that go beyond “waterproof and breathable”. This is all about new technologies and a completely new class of clothing, footwear and accessories.
Over the years, Gore has built up a wealth of knowledge about how the human body reacts to heat, rain or snowfall under vastly different activity situations – whether these involve cycling, mountaineering or sailing. This expertise served as the foundation for the new products, outerwear products that don't necessarily have to be waterproof, yet still offer a high level of performance. The GORE-TEX INFINIUMTM products are easily recognised by their white diamond shaped logo.
White diamond shaped logo: GORE-TEX INFINIUM™
The GORE-TEX INFINIUM™ brand will lead to a new class of jackets, footwear and accessories aimed at people who lead an active lifestyle and whose top priority is functional clothing – not only for traditional outdoor sports such as skiing or hiking but also for wear in urban environments. "Waterproofness" won't necessarily be their top priority when they're looking for functional clothing. After all, the aim of the development work that is done on Gore functional clothing is always to improve wear comfort in all kinds of different climatic conditions and environments.
Black diamond shaped logo: GORE-TEX
This new development will not prevent Gore from continuing to bring to market waterproof and breathable product innovations. These will always be easy to recognise by means of their well known black diamond shaped logo. People who enjoy mountaineering, hiking, freeskiing, ski touring, sailing or motorcycling will still be able to rely on the protection and wear comfort they have come to expect from waterproof, windproof and breathable GORE-TEX products, the only outerwear products with the "GUARANTEED TO KEEP YOU DRY™" promise, a promise that is unique in the world.