In a move that will surprise many observers, Lowe Alpine and WL
Gore have announced that Lowe will be using Gore-Tex and Windstopper
fabrics in its range of clothing from the autumn of 2004.
Lowe Alpine were Gore customers in the dim and distant past, but
for many years have used their own Triplepoint Ceramic coating - TPC
- for waterproof shells. TPC was widely accepted as comparable in
performance to standard Gore-Tex, but the advent of XCR and the
latest Paclite fabric, meant that Lowe was playing catch up.
The solution seemed to be a range of top-end garments using eVENT,
which is to be launched later this year, however that now looks like
being a stop-gap solution until Gore fabrics are introduced in 2004.
Lowe Alpine will though, continue to use basic Triplepoint as an
entry level fabric.
So why the change of heart? It's hard to know for certain, but
Lowe's new owners, the boot company Asolo, have a longstanding
relationship with Gore, which is thought to have been fundamental to
the agreement.
The more cynical might also suggest that the agreement effectively
blows eVENT out of the mainstream outdoors market and brings the only
major brand not using Gore-Tex fabrics under the breathable Gore
umbrella.
Of course there will be advantages for Lowe Alpine. Gore's brand
image and reputation is formidable and Lowe Alpine MD, David Joyce,
comments: "This significant move forms part of our aggressive plans
to grow apparel sales worldwide ... Gore-Tex® fabrics offer the
market-leading technologies, quality and service demanded both by our
retail partners and loyal end users". 'End users', by the way, are
consumers...
Andy McCulloch, Gore-Tex® Business Leader added, "Lowe Alpine
is a credible and authentic outdoor brand known for its technical
innovation and distinctive styling. The brand's international
presence, loyal consumer following and undoubted growth potential
makes it an ideal partner for Gore and we look forward to working
with the Lowe Alpine team in the years to come."
We would imagine there are some mildly disappointed people up at
Lowe's HQ in Kendal right now. The company has put a huge amount of
effort into marketing the new eVENT range and the response to the
fabric so far, including ours, has been broadly favourable.
Dan Grey
Scoop preview of Lowe Alpine's spring/summer 2004 range featuring the return of the classic Ninja Hoodie... Just who is that masked warrior?
