Gore-Tex is revising its product range of apparel laminates to meet the goal that it is as easy as possible for consumers to understand the uses of the company’s various products. Therefore, Gore has decided to cancel former sub-brands such as Paclite, Soft Shell, Pro Shell and Performance Shell. These terms will be kept to explain the different technologies, but will no longer appear as brands, effective with autumn 2012. Instead, Gore-Tex will label highly technical gear as “Gore-Tex Pro” for core users such as mountaineers, while applying the term “Gore-Tex Active” for sports people who are devoted to light & fast activities. According to Lewis Grundy from the fabrics division, the new branding follows less the technical description of the laminates, but describes better their application, facilitating the right purchase decisions at the point of sale. On top of this, Gore has merged its outdoor and snow business units into one division, arguing that most of its clients offer apparel in both categories.