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Press Releases

Gore’s new brand architecture GORE® Fabrics serves as new umbrella brand – restructuring products and technologies

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Elkton, MD — Nov 17, 2015

W. L. Gore & Associates (Gore), the company behind the GORE-TEX® and WINDSTOPPER® brands has been influencing the outdoor market with ground-breaking discoveries and technologies for more than 40 years. Gore is now restructuring its brands for Fall 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. Future affiliated brands will therefore benefit from the strength of GORE®’s driving force – as it will be featured throughout the new and restructured brand architecture. 

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. The innovative power of GORE® has already been part of the “GORE-TEX®” brand name for decades. Now it will also be included in GORE® WINDSTOPPER® and GORE® THERMIUM™ brands. Both product technologies stand for sophisticated functionalities with dedicated benefits for the consumer.

Durably waterproof & breathable – that’s what the GORE-TEX® brand stands for 

The famous durably windproof, waterproof and breathable GORE-TEX® garments (in the three categories GORE-TEX® Products, GORE-TEX® Pro products and GORE-TEX® Active 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. This makes Gore the only ingredient brand in the outdoor market that guarantees the long-term quality and functionality of its products, even for the end consumer. The font-type of the GORE-TEX® logo will, however, be adapted to the new GORE® branded products font-type. 

Total Windproofness. Maximum Breathability. GORE® WINDSTOPPER® products
Gore is introducing new and exciting 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 offer additional functionalities according to their end use and thus provide added value in weather protection. GORE® WINDSTOPPER® products with light rain resistance.

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 protect from wind and cold. This product technology enables the production of lightly insulated, windproof clothing, exactly as it’s required for aerobic exercise at low temperatures. 

Start Warm. Stay Warm. With Protected Insulation – GORE® THERMIUM™ products

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 (whether down, synthetic fiber or wool) from light rain and snow showers, while allowing moisture vapor to escape, thus maintaining the insulation performance.

The new brand architecture gives brand partners and consumers alike classification and delimitation of the various technologies. The GORE® brand family has the perfect product for every end use and weather protection need – be it expedition, hiking, skiing, urban, everyday, summer, winter etc.


About W. L. Gore & Associates

Gore is a technology-driven company focused on discovery and product innovation. Well known for waterproof, breathable GORE-TEX® fabric, the company’s portfolio includes everything from high-performance fabrics and implantable medical devices to industrial manufacturing components and aerospace electronics. Headquartered in the United States, Gore posts annual sales of more than $3 billion and employs more than 10,000 associates with manufacturing facilities in the United States, Germany, the United Kingdom, Japan and China, and sales offices around the world. In Europe, Gore started its first business operations only a few years after the Enterprise’s founding in 1958. Gore now has locations – sales offices as well as production facilities – in the key European countries dedicated to serving the markets of all of Gore’s product divisions. Gore is one of a select few companies to appear on all of the U.S. “100 Best Companies to Work For” lists since the rankings debuted in 1984. For several years now, Gore has also been voted one of the best workplaces in Europe and has been ranked on top workplace lists in France, Germany, Great Britain, Italy and Sweden. Learn more at

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Press contact: 
W.L. Gore & Associates 
Cynthia Amon