GE Allows Customers to Brand eVent as Their Own

November 22, 2010
SGB Update

GE again tweaked its eVent Fabrics strategy by saying it would allow apparel brands to brand its collection of waterproof-breathable fabrics as their own.

 

As part of this strategy, GE now will supply a full range of ePTFE membranes to customers in the outdoor, snow sports and cycling industries for their own branded uses in a wide variety of applications. Among them will be Mountain Hardwear, which announced Monday it will partner with GE for the launch of its proprietary collection of DryQ waterproof-breathable apparel, debuting fall 2011.


The further distinguishes GE from W.L. Gore & Associates, which has invested heavily to promote Gore-Tex directly to consumers as a component brand. GE began backing away from that strategy in July 2009 as apparel brands opted increasingly to develop proprietary fabrics that offered better margins and differentiation.


“Our flexible, customer-centered approach enables us to help our customers build true innovation while enabling them to build their own brands,” said Glenn Crowther, product line leader for performance fabrics at GE.


GE said its new approach will provide product designers more flexibility to pair eVent with backers, DWR technology, glues and tapes.

GE Allows Customers to Brand eVent as Their Own

November 16, 2010
SGB Update

GE is making its eVent Fabrics collection of waterproof-breathable fabrics available for customers to brand as their own.


The change puts the customer’s label on the outside with proven eVent technology on the inside to create an innovative partnership.  For entrepreneurial brands, this offers a new level of design freedom, ushering in a new era of innovation in waterproof-breathable apparel, footwear and gear.


“GE is a company driven by innovation. Our flexible, customer-centered approach enables us to help our customers build true innovation while enabling them to build their own brands,” said Glenn Crowther, product line leader for performance fabrics at GE.


Mountain Hardwear has chosen to partner with GE for the launch of its proprietary collection of DryQ waterproof-breathable apparel, debuting fall 2011, because of the proven performance of GE’s membrane technology and the flexibility it brings to the internal design process.


DryQ apparel offers a never before seen collection combining Mountain Hardwear’s knowledge of textiles, backers, DWR technology, glues and tapes, with GE’s highly-breathable membrane technology.


The GE team's response to customer feedback furthers the reputation for design flexibility brought to the market by the eVent fabrics brand more than a decade ago. GE brings its customers an expanded global network of lamination providers offering a wide range of manufacturing resources. This heightened flexibility encourages freedom for designers to pair the proven GE membrane technology with the widest range of textiles and backers.


As part of this strategy, GE now will supply a full range of ePTFE membranes to customers in the outdoor, snowsports and cycling industries for their own branded uses in a wide variety of applications. The entire collection of GE membrane and laminate technologies and new examples of eVent fabrics outerwear, gear and footwear will be on display at the Outdoor Retailer Winter Market 2011 show.


“At GE, we recognize that the outdoor industries are operating in a changing retail environment, one that’s hungry for unique product and true innovation,” Crowther said. “With GE’s revised brand strategy, we can enable our family of customers to pioneer true innovations in waterproof-breathable apparel, footwear and gear. We’re excited to bring the GE global reputation for innovation to our partners in the outdoor industry.”

Share This