Market shakeout: The end of Gorewear

Material specialist Gore, inventor of the Gore-Tex membrane, has announced in a letter to its retail partners that the Gorewear division will be discontinued in 2026. After more than four decades in the cycling and sportswear market, the company will discontinue this division next year. Gore cites economic factors and the difficulty of achieving long-term success in an "extremely competitive environment" as the main reasons. The decision was made after "careful consideration and in-depth analysis of the long-term prospects", according to the letter to specialist retailers, which was signed by Michael Hullik, Managing Director of W. L. Gore & Associates GmbH, among others.

The news should also come as a surprise to many end customers and cyclists. Gorewear has been one of the established and innovative brands for cycling clothing for many years; the products often perform very well in comparative tests and are often characterised by a good price-performance ratio.

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A long tradition in cycling clothing

The history of Gorewear goes back to 1984, when the first cycling jackets made from the breathable, waterproof Gore-Tex material were designed by product developers in Germany. Since then, the company has continued to develop and today offers an extensive range of functional clothing for cycling and running. Nevertheless, Gore apparently no longer sees any realistic possibility of holding its own in the highly competitive sportswear market, in which numerous manufacturers are competing for market share.

For retail partners, the decision means that orders for Gorewear apparel will continue to be accepted and fulfilled until 31 March 2026. The Gorewear.com website will also remain online until this date to process orders and sell existing stock.

The future of Gore-Tex technology

In its announcement, the company emphasises that the discontinuation of the Gorewear division does not mean the end of Gore-Tex technology. W. L. Gore & Associates will continue to be active as a material manufacturer and supplier for numerous clothing and footwear brands. Gore-Tex membranes and materials will continue to be found in the products of many other manufacturers. The decision only affects the company's own clothing line under the Gorewear brand.