# W.L. Gore & Associates

The End of the Forever Monopoly: Gore-Tex’s Green Pivot and the PFAS Crisis in Outdoor Apparel

The premium outdoor apparel industry is undergoing a radical shift as GORE-TEX and its competitors phase out 'forever chemicals' (PFAS) in favor of eco-friendly alternatives. This transition is breaking a decades-old monopoly and allowing proprietary, fluoride-free technologies from both global and Chinese brands to gain significant market share.