This week, Gore Fabrics announced its strategy to expand into the lifestyle market during Milan’s annual design week, . Gore Fabrics will promote its best-in-class fabric technologies to international urban and lifestyle fashion brands like Norse Projects, Yeezy, Loewe or adidas Originals looking to meld style and design with performance and function in the development of their apparel and footwear collections.

Gore Fabrics revealed its new strategy during a roundtable event at Fuorisalone, a show where the brand has exhibited for the past three years. At Fuorisalone, Gore Fabrics hosted a multisensorial, interactive installation called LAYERSCAPES, which is dedicated to the ever-closer relationship between fashion and performance. Participants of the roundtable included Gore Fabrics Key Account Manager Nils Juhl who was joined by Tobia Sloth and Mikkel Grønnebæk from Norse Projects, the Copenhagen-based fashion brand.

“Over the years, we have collaborated in long-term partnerships with lifestyle brands all over the world. Today, we want to start an innovative approach based on the concepts of Reworking, Design and Innovation to offer international urban lifestyle brands unique added value,” explained Juhl.

For years, Gore Fabrics has collaborated with the fashion and lifestyle brands Acronym, adidas Originals, Arc’teryx Veilance, Asics Tiger, Camper, Herno, Nanamica, New Balance, Visvim and Woolrich.

Today, thanks to its new lifestyle strategy, Gore Fabrics wants to push the boundaries of innovation to define its future direction. This direction is the result of new market trends, which show an increasing number of consumers who choose versatile apparel and footwear based on performance and style that is suitable for everyday use – in the city and outdoors — and in any kind of weather. Men and women now demand quality products, produced with an attention to detail, made from high quality materials and with low environmental impact.

These new market trends in consumer behaviour led product designers from lifestyle brands to seek out best-in-class fabric technology that offers performance and innovation. The GORE-TEX® brand is the solution to these needs. Thanks to its 40-year history, Gore Fabrics has become one of the world’s main producers of technical fabrics, revolutionising the market of outdoor, casual, performance clothing and footwear, always providing its partners with the best technology in comfort and protection.

INFO: Gore Fabrics