W.L. Gore & Associates, the company behind
For the duration of its 63-year history, the Delaware-based materials company has sold GORE-TEX, a weatherproof fabric beloved for its durability and breathability, to brands that use the material to construct water-resistant apparel.
Now, W.L. Gore & Associates will sell directly to shoppers for the first time via
Shorthand for “Variation in Everything,” Viev is named after Genevieve Gore, who founded W.L. Gore & Associates with her husband, Bill, in 1958. Eleven years later, Gore’s son, Bob,
Viev launched on October 21 with one hero product, the Gemma jacket, constructed with a GORE-TEX shell and an insulated PrimaLoft interior. Interestingly, the piece — which retails for $1,300 — is only available in women’s sizing.
“This isn’t just a jacket,” a description of the garment reads. “This is warmth in a whiteout, shelter from a downpour, and an invisibility cloak deploying stealth amongst a crowd.”
DTC business models have thrived during the pandemic, thanks to the shuttering of many brick-and-mortar stores and the necessary rise of e-commerce.
A testament to the success of the third party-free sales:
Viev could very well take up a distinct space in the DTC landscape, given the enduring popularity of GORE-TEX.
That said, it remains unclear whether W.L. Gore & Associates will still sell GORE-TEX to buzzy brands including adidas, Converse, and OFF-WHITE™, collaborations that have
By going DTC, the company seems to be eschewing hype in favor of greater control over its product and messaging.