Gore Fabrics, the technology-driven company best known for the Gore-Tex brand, has unveiled a new ambitious strategy designed to boost its fashion and lifestyle partnerships.

Unveiled at Fuorisalone during Milan Design Week, the new approach aims to strengthen the company’s ties with international urban and lifestyle fashion brands looking to meld style and performance,  such as Norse Projects, Yeezy, Loewe and Adidas Originals.

“Over the years, we have collaborated in long-term partnerships with lifestyle brands all over the world. Today, we want to start an innovative approach based on the concepts of Reworking, Design and Innovation to offer international urban lifestyle brands unique added value,” said Nils Juhl, Gore Fabrics Key Account Manager.

Gore Fabrics has already collaborated with a number of fashion and lifestyle brands including Acronym, Adidas Originals, Arc’teryx Veilance, Asics Tiger, Camper, Herno, Nanamica, New Balance, Visvim and Woolrich.

The new lifestyle strategy will expand the Gore’s reach in the lifestyle segment and “push the boundaries of innovation”. The company said the decision to focus on these partnerships responds to a growing trend of consumers choosing versatile and stylish clothing for everyday use and for any kind of weather.

“Men and women now demand quality products, produced with an attention to detail, made from high quality materials and with low environmental impact,” said the brand, which specialises in the development of high-performance fabrics.

Its most famous creation, Gore-Tex, is a waterproof and breathable fabric used to manufacture hard-wearing jackets, trousers, gloves and footwear.