08 Feb '18, 3pm

How GORE-TEX Became a Mainstay in the Sneaker Industry

Dry feet are happy feet, and no fabric keeps water away from your toes better than GORE-TEX. Not only is the material being used in outerwear of all sorts, but it's also become a mainstay in cool-guy sneakers as of late, too. In a recent story by Highsnobiety , they explore why GORE-TEX has become so popular in the sneaker and streetwear industries (besides the fact that it's awesome). "We’ve been active in the city-wear/lifestyle garment sector for decades, but it’s not that [noticeable] because our communication was geared towards outdoors," says Andreas Marmsoler, GORE-TEX’s Global Head of PR. Virgil Abloh has used GORE-TEX in Off-White's clothing collections, and said he's "a long time admirer of GORE-TEX’s technical ability to perform.” “I thought it was a unique opportunity to give something you can’t necessarily see with the naked eye an identity," he also added, “[...

Full article: http://www.complex.com/sneakers/2018/02/how-gore-tex-beca...

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