With the launch of GORE-TEX® Surround, the first product technology for hiking footwear and the company's major development in outdoor footwear for many years, a radically new technology for durably waterproof hiking boots with added all-round breathability is unveiled. The innovative construction should keep the feet drier while enhancing the sense of well-being.

World Footwear spoke to Mr Achim Löffler, Business leader of GORE-TEX® Footwear for the Sport and Outdoor segment, to present this new technology and discuss some of the pressing topics of the moment.

Gore has a non-hierarchical structure, where there are no formal job titles and where recognition by peers is privileged, which is quite uncommon in the management world. What’s the impact of this specific structure in the company’ performance?
Gore is as well known for its unique corporate culture as it is for its innovative products. The company uses the “lattice” structure, a team-based environment that encourages personal initiative and person-to-person communication among all “associates,” as employees are known. This emphasis on minimal barriers to creativity and sound decision making has proved to be good business. The company has earned a reputation for integrity and ethical practices, a reputation reinforced by its unwavering commitment to product performance and reliability. By encouraging individual initiative and innovation, the corporate culture fosters both product success and associate satisfaction.

In the last few years several economies and companies have been hit with an economic and financial crisis. What has been the impact of this economic downturn in your business?
Gore focuses its efforts in four main areas: electronics, fabrics, industrial and medical products. The company today claims a manufacturing or sales presence in many countries and regions all over the world. Those worldwide market activities in different business areas ensures a very stable fundament of the business - therefore the company overall had not been substantially affected by economic and financial crisis.

In recent years, the attention of the authorities and the eyes of the general public have been focusing on the companies' environmental footprint. What are the company’s main concerns in terms of environmental impact of its manufacturing process?
For Gore’s Fabrics Division, ‘sustainability’ means acting responsibly. We believe our sustainability approach will support our long-term business success and drive advances for both society and the environment. We are committed to continually improving our environmental impact through an active and responsible approach that we exercise throughout our value chain. Our environmental approach is based on Sound Science, Life Cycle Assessment and Durability of our products.
Sound Science: Gore has always applied the principles of sound science and we therefore use only the best scientific understanding available to guide us in our actions.
Life Cycle Assessment (LCA): Gore uses the LCA as an ecological evaluation tool. LCA is the most sophisticated standard method of assessing the total environmental influences of a finished product from manufacturing raw materials to its final disposal (“from cradle to grave”).
Durablity: LCA results show that the single most effective means of reducing the environmental impact of functional outerwear is to maximize product durability and lifetime. Durability is therefore one of the cornerstones of our environmental commitment.
Plus: Gore Fabrics has been working with the bluesign® system since 2010 and with the Oeko-Tex® Standard 100 since 1996.

PFOA has recently been added to the List of Substances of Very High Concern of the European Union REACH regulation. How is GORE positing its manufacturing process to incorporate this new legislation?
Gore successfully completed by the end of the year 2013 a project specifically set up to eliminate perfluorooctanoic acid (PFOA) from all raw materials used in the manufacture of its weatherproof functional fabrics. This move affects all membranes and DWR (Durable Water Repellency) treatments for the whole range of fabrics used in finished products such as mountaineering, running, cycling, fashion and lifestyle garments, footwear for outdoor sports and casual wear, and work wear for fire and police services. This makes Gore one of the first companies in the sector to successfully manage the changeover to PFOA free raw materials for its entire range of textile products.

What are the main expectations around the application of GORE-TEX® Surround, the new technology recently announced?
We think that the GORE-TEX® SURROUND™ Product Technology will be a milestone in the area of  hiking boots. We expect that most of our key brand partners will offer GORE-TEX SURROUND styles in the upcoming years. We also expect some fascination footwear designs in the future - designs who make such an innovation visible

In your view what will be the main challenges for GORE in the next few years? What are the priorities identified by you for the long term company’ strategy?
One key challenge for the GORE-TEX®  brand will be to continuously deliver differentiating and value-adding innovation - like the GORE-TEX® SURROUND™ product technology we will present on the summer trade shows. GORE-TEX® SURROUND™ shoes will be the first hiking shoe to deliver all-round breathability and waterproofness. The second key challenge and priority will be to protect and grow the value of the GORE-TEX® brand in a global business environment. Therefore we will invest very much in the GORE-TEX® brand in North America as well as in Asia and in Europe.

For more information about GORE-TEX please refer to the website:
www.gore-tex.com