Gore Fabrics announced its strategy to expand into the lifestyle market during Milan’s annual design week, Fuorisalone 2017. Gore Fabrics said it will promote its technologies to international urban and lifestyle fashion brands such as Norse Projects, Yeezy, Loewe and 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 is part of the multisensorial, interactive installation, LAYERSCAPES, which is dedicated to the 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, 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, said the company. “Men and women now demand quality products, produced with an attention to detail, made from high quality materials and with low environmental impact.”