With a beta launch in Germany, Gore-Tex has introduced a subscription-based rental service that addresses a persistent pain point for parents: children outgrowing expensive outerwear before it wears out. The program offers premium jackets for kids aged 5–12, for EUR 25 per month. Parents can swap jackets every three months for a new size, style, or color, with full damage coverage included to account for everyday wear and tear.
The initiative reflects a broader move toward circular economy models in the outdoor gear sector, where brands are experimenting with rental and resale to extend product lifecycles. Gore-Tex's approach eliminates the financial burden of purchasing multiple seasonal jackets while reducing the hassle of reselling outgrown items. With a minimum three-month commitment — effectively covering a full season — the service targets parents seeking both sustainability and convenience.
TREND BITE
The key question: will families pay for temporary access to quality, or default to permanent ownership of mediocrity? Two reasons they might choose the former:
1. Circularity put into practice
"Care, repair and reuse" are lofty sustainability goals. Subscriptions operationalize them: kids outgrow garments, they're returned, fixed and cleaned, and then they get a second life. For consumers, circularity becomes seamless, shifting retail from "what you own" to "what flows through your family's life."
2. Premium brand extends to pragmatic parents
Gore-Tex has long been associated with serious adventure. By offering children's outerwear on subscription, the brand reframes itself for everyday families seeking durability, protection and value — while signaling care for both children and the planet they'll inherit.