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Gore to restructure its brand products and technologies

The new brand architecture aims to help consumers distinguish between the product benefits and make it easier to choose the ideal weather protective clothing.

26th October 2015

Innovation in Textiles
 |  Feldkirchen-Westerham

Protective, Sports/​Outdoor, Clothing/​Footwear

W.L. Gore & Associates, a technology-driven company, is now restructuring its brands for autumn 2016. The new brand architecture was developed to help consumers distinguish between the product benefits of durably waterproof and breathable Gore-Tex products – and total windproof and maximum breathable new Gore Windstopper and upcoming Gore Thermium products.

The new brand names will also make it easier for consumers to choose their ideal weather protective clothing, the company reports.

By introducing innovative new product technologies, Gore is widening its brand architecture and strengthening the new and well-known brands through the new umbrella brand – Gore will be included in the name of all individual brands.

Durably waterproof and breathable

The famous durably windproof, waterproof and breathable Gore–Tex garments (in the three categories Gore-Tex products, Gore-Tex Pro products and Gore-Texactive products) will remain unchanged with the same names.

The Gore-Tex Guaranteed to Keep You Dry brand promise is still valid for all Gore–Tex products, the manufacturer reports. The font-type of the Gore-Tex logo will, however, be adapted to the new Gore branded products font-type.

Gore Windstopper products

Gore is introducing new changes in the windproof laminate category: the well-known Windstopper products will become Gore Windstopper products. Gore is also presenting two completely new product technologies with windproof membranes, which are said to offer additional functionalities according to their end use and thus provide added-value in weather protection.

With additional, durable protection from light rain, these new laminates widen the area of function of traditional softshells. In addition, Gore Windstopper products with insulation protection are designed to protect from wind and cold. This product technology is said to enable the production of lightly insulated, windproof clothing, exactly as it’s required for aerobic exercise at low temperatures, the company reports.

Protected insulation

Gore Thermium products make use of a completely new technology, which will be used by brands such as Arc’teryx, Black Diamond, Montura, Mountain Equipment, Odlo, Salewa, Sportful, Tierra and many more for 2016.

With insulation, durable windproof fabric and light rain resistance, Gore Thermium garments are based on a new laminate technology, which keeps the garment insulation protected from light rain and snow showers, while allowing moisture vapour to escape, thus maintaining the insulation performance.

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