Introduction to GORE-TEX Professional Brand Extension

The GORE-TEX brand stands for continuous progress and innovation. For more than 40 years, Gore delivers products “that do what we say they will do” and people trust the GORE-TEX brand to deliver exceptional protection and performance in some of the most challenging environments.

Re-branding GORE-TEX products for professional end-use

That is why GORE-TEX Professional  (Gore) has decided that all solutions offering durably waterproof, windproof and breathable (dWWB) performance will be transitioned and included under the “GORE-TEX products” umbrella. This enables Gore to combine waterproof, windproof and breathable features with additional unique technologies, such as GORE-TEX CROSSTECH® and GORE-TEX PYRAD® product technologies. By incorporating these advanced technologies, Gore will connect its extensive and diverse product performance capabilities with the strong global awareness of the GORE-TEX brand. Some previously branded technologies that also offer dWWB performance will become enabling technologies under the GORE-TEX brand, although they will continue to deliver their specific end user performance features beyond dWWB. This applies to existing GORE-TEX branded products and will now be extended to include GORE® CROSSTECH®, GORE® PARALLON® products, as well as GORE® PYRAD® products when they include the dWWB feature.

Re-branding products for professional end-use


All other solutions which focus on specific technologies offering more specialized performance benefits but do not include waterproof performance will also benefit from the GORE-TEX brand reputation through a new “by GORE-TEX LABS” endorsement signature. These will include for example “WINDSTOPPER® products by GORE-TEX LABS” and “PYRAD® products by GORE-TEX LABS”. Although not waterproof, the technologies highlighted as endorsed product brands offer differentiating, value adding benefits, and are engineered by the same company, using much of the same knowledge, science, teams, lab work and testing that are used to make GORE-TEX products. The endorsement “by GORE-TEX LABS” was created to make this connection credibly and provide assurance of quality from the GORE-TEX master brand to the endorsed product brand.

GORE-TEX brand promise


Finally, Gore is introducing a new GORE-TEX brand promise across our complete professional and consumer fabrics offering: “GOING FURTHER, TOGETHER”. This promise is about the commitment to collaboration and continuous innovation, as an enabling companion to our customers and end-users.


Gore revolutionized the outerwear industry with waterproof, breathable GORE-TEX fabric 40 years ago and remains a leading innovator of performance apparel. Gore fabrics products provide comfort and protection in challenging environments and in everyday life, enabling wearers to safely and confidently achieve and experience more. From hiking in downpours to military operations and fighting fires, Gore’s deep understanding of consumer and industry needs drives development of products with meaningful performance advantages. https://www.goretexprofessional.com/uk


About Gore

W. L. Gore & Associates is a global materials science company dedicated to transforming industries and improving lives. Since 1958, Gore has solved complex technical challenges in demanding environments — from outer space to the world’s highest peaks to the inner workings of the human body. With more than 12,000 Associates and a strong, team-oriented culture, Gore generates annual revenues of $4.5 billion. gore.com