W.L. Gore will rearrange its various labels, starting with new clothing items being introduced by manufacturers for the autumn/winter 2016/17 season, in connection with the launch of three new products, Gore Thermium, Gore Windstopper with Insulation and Gore Windstopper for Light Rain Resistance.
The new brand architecture is designed to help consumers to choose the most appropriate garments for their outdoor activities by making a better distinction among the “durably and breathable” benefits of its classical Gore-Tex products, the “total windproof and maximum breathable” characteristics of its two new Windstopper products, which will be marked as Gore Windstopper, and its new Gore Thermium line.
The Gore name will be included in big letters in all the three new products for greater brand visibility and to associate it with the notion of product innovation. The former Windstopper line of windproof laminates only had a small Gore logo inserted underneath.
Gore Thermium makes use of a completely new technology designed to protect any kinds of insulated fabrics – down, synthetic or wool - from cold rain and snow, while allowing sweat or any other type of inner moisture vapor to escape. The Gore Thermium membrane is directly applied over the insulation.
Gore Thermium has been adopted for the autumn/winter 2016/17 season by brands such as 66° North, Aigle, Arc'teryx, Armada, Black Diamond, Calamar, Camel Active, Millet, Montura, Mountain Equipment, Oakley, Odlo, Red Fox, Salewa, Skhoop, Sportful, Sprayway, Sweet Protection, Ternua, Tierra and Trangowold. It will also be used for Gore Bike Wear.
The two new Gore Windstopper products are meant to be applied to base layers, replacing the former “Active Shell,” “Soft Shell” and “Technical Fleece” versions of Windstopper. Products marked as Gore Windstopper with Light Rain Resistance will protect 3-layer garments from so-called drizzle, or rain with an intensity of up to 2.5 millimeters per hour, significantly extending the scope of conventional softshells. Unlike Gore's former membranes, they will use a durable water repellent (DWR) coating and will need to be taped.
Like Gore Thermium, Gore Windstopper with Insulation Protection will be applied over the insulation. It is described as a two-layer laminate for lightweight, insulated and windproof garments that are best used for aerobic activities in cooler climates as well as for down-filled urban streetwear.
The hangtags on the garments will specify whether their Gore Windstopper membranes are best suited for one form of protection or the other. The two new Windstopper alternatives will be used by brands such as Arc'teryx, Dynafit, Haglöfs, Herno, Löffler, Mammut, Marmot, Montura, Maloja, Quiksilver, Salewa, Sweet Protection and Tierra, as well as in Gore Running Wear.
The old Gore-Tex brand will continue with its “guaranteed to keep you dry” claim and with its Gore-Tex Pro and Gore-Tex Active derivatives for different functions. However, it will use the same new font as Gore Windstopper and Gore Thermium.
Gore is planning to launch a series of actions worldwide to back the sell-in and the sell-out of the new fabrics, including videos and store window and in-store displays. An online training module for retailers will be available on its portal.