A Sign of the Times: Gore Exits the Apparel Game

I was surprised to read the news that Gore is shutting down its Gorewear division. It feels like one of those brands that has just always been there. For decades, "Gore-Tex" has been the gold standard for waterproof, breathable materials, and the Gorewear brand was the company's own flagship for showing off what its technology could do, especially in cycling and running.

And yet, when I think about it, maybe it's not so shocking. The official letter cites an "extremely competitive environment" and an inability to meet long-term financial goals. That rings true. The cycling apparel market is incredibly saturated. You have the high-fashion, community-driven brands, the ultra-high-performance Swiss brands, and a flood of direct-to-consumer online brands offering good-enough quality for a fraction of the price.

Where did Gorewear fit in? It always felt like a "technology-first" brand. The products were functional, reliable, and often excellent (the Shakedry jackets were legendary), but they rarely seemed to lead with style or a strong brand identity beyond the Gore-Tex logo itself. It's a classic case of the ingredient brand (Gore-Tex) being far more powerful than the consumer product brand (Gorewear). It seems even a company with that much of a technical advantage couldn't find a sustainable place in such a crowded market. This isn't a sudden collapse; they're fulfilling orders until March 2026, which feels more like a strategic, orderly retreat than a failure. It's a fascinating and sobering look at just how tough the apparel business is.