In an interesting article by Outside they explore Gore-Tex’s dominance of the billion dollar market of water-proof breathable fabrics and what their competitors have to say. The piece delves into Gore-Tex’s rise and continued success in the consumer market through the big brands such as North Face or Patagonia. Mike Kessler who wrote the article also explores the numerous alternatives out there and how they think the Gore company has kept them down. It is a good read for anyone into technical outerwear or things of that nature. Read the full article here.
I asked dozens of industry veterans and designers about the unprecedented marketing attacks from Columbia and Polartec, and the first thing I noticed was the fear. Hardly anyone was willing to speak about Gore-Tex on the record.