W.L. Gore & Associates, the company behind Gore-Tex, is facing a class action lawsuit for misleading consumers by promoting its products as environmentally friendly while still using harmful “forever chemicals."

Filed last week in Washington, the lawsuit claims Gore has engaged in greenwashing and harmed consumers by marketing its products as “non-toxic and safe for use,” “environmentally sound,” and “committed to sustainability” while continuing to manufacture waterproof and water-repellent gear using PFAS (per- and poly-fluoroalkyl substances).

The complaint takes particular issue with Gore’s “PFC* free” label, calling it misleading because it redefines PFCs (perfluorinated chemicals) to exclude PTFE and ePTFE – types of PFAS widely recognised as harmful. According to the lawsuit, Gore’s marketing also confuses the public by using terms like PFC, PFAS, and “PFCs of environmental concern” interchangeably, making it tough for consumers to understand what they’re really buying.

The lawsuit claims that Gore may have broken the Federal Trade Commission’s (FTC) Green Guides, which aim to prevent misleading sustainability claims. By branding its products as environmentally friendly while still using PFAS, the company could face legal action across multiple states.

In a statement Gore shared with Escape Collective when asked for a comment, the brand said:

“W.L. Gore & Associates denies these meritless allegations and will defend ourselves through the legal process. We...

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