Gore-Tex promotes Up-cycling

By

Bruno Joly

Published
Jun 20, 2014

On social networks like Instagram and Facebook, Gore-Tex is encouraging owners of their jackets to reuse and recycle them once they’re too worn-out for the slopes or hiking. With the slogan “Up-cycle your Gore-Tex Jacket”, the American giant has offered five concrete examples of how owners can transform their outdoor jacket into useful objects while taking advantage of their waterproofing and essential properties.

In France, for example, the fashion blogger Margot from Youmakefashion has turned her jacket into a toiletries kit. Following directions reminiscent of those for putting together a piece of furniture, one discovers that making a Beauty Case requires a pair of scissors, measuring tape, a sewing machine, a pencil, a hanger, tape and three hours. In Stockholm, meanwhile, Bea Szenfeld has created a vertical garden. Over in Italy, designers Claudia Gastaldi and Pietro de Angelis transformed their jacket into a bike protector in 45 minutes flat. In Barcelona, ​​Ismael Prados cut and sewed for two hours to turn his jacket into a mailbox that protect his mail from any intemperate weather. Finally, in Munich, Luisa Lion made a lamp.

The campaign is accompanied by a contest on Instagram that rewards fans with the best creations with Gore-Tex products The competition will run until the end of the month. Previously, a European tour presented the idea to German, Swedish, French, Spanish and Italian journalists. It’s the kind of campaign that the company has employed since 2012. That year, Gore-Tex debuted its European Open Press days, which was Japan-themed. In 2013, the focus was on urban rainwear. It’s a way for Gore-Tex to highlight its membranes’ durability and its concern for sustainable development.