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INTRODUCING GORE-TEX INFINIUM PRODUCT BRAND
EXPANDING BEYOND THE WATERPROOF-BREATHABLE CATEGORY WITH NEW TECHNOLOGIES
Last week MenswearStyle was invited to Berlin’s WECC, to spend a day learning about the new Gore-Tex Infinium brand, by speaking to members of the team and exploring their impressive installation showcase set inside an old factory/mill building. For more than 40 years, the Gore-Tex brand has stood for performance, functionality, quality, comfort and trust. The brand is building upon this expertise to lead the Gore-Tex brand into a new evolution stage that goes way beyond waterproofness.
Beginning in autumn 2018, the new product brand Infinium will join the existing Gore-Tex brand, expanding its offering with an entirely new class of apparel, footwear and accessories. Gore-Tex Infinium products will be for those who like to be active and whose top priority is functional clothing. Using its extensive knowledge of “comfort science” and how the human body reacts in concert with different climate demands, they have developed innovative new product technologies for specific activities such as running and cycling while also offering them a performance upgrade.
Comfort science is the study of how the human body reacts to different climates and temperatures under vastly different activity situations, and how different fabric and apparel technologies can help to improve people’s comfort and overall experience outside. Last year, they opened a one-of-a-kind Biophysics Lab and Environmental Chamber that can re-create up to 95 percent of the Earth’s environments in an effort to further advance the type of work it has done in this area for decades. The lab will continue to play a major role in developing on-going and future product technologies.
Gore-Tex Infinium products will be available in selected retail stores and can be identified through the white diamond logo on the products. At the same time, the brand will continue to bring innovations in the waterproof-breathable category to market and those products can be identified by the black diamond logo of Gore-Tex products. They will work with select partners such as ACRONYM (see picture above) to launch the Gore-Tex Infinium product brand with four innovative new product technologies in autumn 2018.
The products with the white diamond logo are intended for those who like to be outside and desire broader benefits and meaningful experiences through products that are “beyond waterproof”. It could be a favourite pair of Brogue shoes or Converse trainers 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 the gloves that provide enhanced tactility, keep fingers warm in winter and let you use your smartphone without taking them off.
These new product technologies include Therium footwear that can protect your feet against cold outdoors, yet prevent them from overheating when they transition to indoors. Soft-Lined Shells; which pairs warmth and breathability while offering persistent water repellency via a new technology that enables the use of a membrane on the outer layer of the fabric. Insulated Garments; also equipped with the new membrane technology allowing water to beat on the surface, keeping you warm and cosy. Stretch Gloves; feature a single seam over the entire finger area and a 3D shape with stretch to provide superior fit.
“The new Gore-Tex Infinium product brand will join the Gore-Tex brand offering consumers new product options,” said Christian Langer, Global Sales and Marketing Leader, Gore Fabrics Division. “It could be a favourite pair of shoes that keep 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, by keeping fingers warm in winter and yet allow customers to use a smartphone without taking them off.”
Along with extensive ongoing laboratory and field research into how consumers can be more comfortable across different kinds of climates and weather conditions, Gore, with the introduction of Gore-Tex Infinium product brand, is developing new technologies responding to the way more people are choosing to experience being outside. While many consumers pursue individual outdoor athletic pursuits, such as backpacking, skiing or other specialised activities, there has been an increase in people wanting to spend more time outside comfortably and protected in more general ways as a part of their daily lives. Gore-Tex Infinium products will enable Gore and their brand partners to meet the needs of all those areas.
“The introduction of the new Gore-Tex Infinium product brand marks a key milestone for Gore. Together with the existing Gore-Tex product brand consumers will find even more innovative products to pursue their outdoor passions whether they plan a Himalaya expedition or ride a bike to work. 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.
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