The GORE-TEX brand is staked on a single claim: "Guaranteed to Keep You Dry." It's a maxim that the company takes very seriously.
GORE-TEX and its parent company W. L. Gore & Associates, Inc. operate various facilities around the world, including headquarters in Newark, Delaware, and a European office just outside of Munich, Germany. We visited the latter to experience the GORE-TEX testing facilities, including the fabled rain tower for testing waterproof garments, and the storm cube for testing GORE-TEX INFINIUM™ WINDSTOPPER, both of which simulate real-life outdoor situations.
While GORE-TEX was established as a performance solution – the brand describes this technology as the "gold standard for waterproof" – the label has recently been adopted by fashion and lifestyle brands like Palace Skateboards and Off-White™. GORE-TEX has also become a fixture in the sneaker industry, as big brands incorporate the waterproofing solution into sneakers, like the Nike Air Force 1 or the adidas Stan Smith.
Outdoor product franchises like Nike ACG and adidas Terrex have also acted to push GORE-TEX as a lifestyle-relevant technology. For the first time, the GORE-TEX logo has become a status symbol via bolder designs and prints, like ASICS' recent GEL-Kayano 5 350 pack, which featured impossible-to-miss GORE-TEX branding on the medial side.
It's only through rigorous testing that GORE-TEX is able to uphold its industry-leading promise; all GORE-TEX partners are obligated to have their designs tested at the proprietary rain tower and storm cube facilities. If a certain product doesn't pass these tests, it's back to the drawing board – period. Check out our exclusive interview above.
