Gore expands product offering with launch of new brand

Gore, the company behind the trademarked waterproof Gore-Tex fabric, is tapping into a new market as it ventures into the non-waterproof arena.


The new brand was introduced by Global Sales & Marketing head Christian Langer on Thursday - W.L. Gore & Associates GmbH

The outdoor company announced on Thursday the launch of a new product brand, called Gore-Tex Infinum, which will complement the existing Gore-Tex brand with a new class of apparel, footwear and accessories.

Conceived for those who like to be active, the brand will introduce functional but non-waterproof clothing. The launch responds to a growing trend of people spending more time outside as part of their daily lives, providing clothing that can be warm but not too bulky.

Gore will work with select partners to launch the first collection in Fall 2018, with footwear, softshell jackets, insulated garments and gloves making up the debut range.

"The new Gore-Tex® Infinum product brand will join the Gore-Tex brand offering consumers new product options," said Christian Langer, Global Sales and Marketing Leader, Gore Fabrics Division.

Gore said the launch of Gore-Tex Infinum marks a key milestone for the business. “With this brand evolution we want to address new growth areas together with our brand partners and are well positioned for future opportunities", said Langer.

"It could be a favorite pair of shoes that keep your feet comfortably warm and stylish through the winter; yet because the insulation is so thin they don't have the bulky insulation look consumers are accustomed to seeing. Or gloves that provide enhanced tactility, keep fingers warm in winter and let you use a smartphone without taking them off."

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