Warm, Dry, and Comfortable: The Story of Developing the GORE-TEX® Brand is a behind-the-scenes look at how one of the world’s most iconic outdoor brands rose from obscurity to global recognition—not through luck, but through strategy, persistence, and a relentless pursuit of innovation. Written by John Unland, who helped lead the marketing efforts for GORE-TEX® in the 1980s, this book is part business case study, part personal memoir, and part visual archive. Through real-life stories, industry insights, and firsthand anecdotes, Unland reveals how a fabric born from a lab experiment transformed into a household name trusted by adventurers, athletes, and outdoor enthusiasts around the world. What sets this book apart: ✅ An inside look at how the GORE-TEX® brand was built—meeting by meeting, ad by ad, and one bold idea at a time - ✅ Dozens of full-color photographs and original marketing materials that visually bring the story to life - ✅ Personal stories featuring everyone from Chuck Berry to White House dogs and world explorers - ✅ Hard-earned business lessons on brand positioning, market research, and innovation in action - ✅ A powerful message of resilience , written by the author after a life-altering stroke, showing how passion and perseverance can overcome even the greatest obstacles 💡 Note to readers: The print version of this book is priced higher than typical paperbacks due to its high production quality and the inclusion of extensive full-color imagery throughout. This is a visually rich, premium-quality book intended for collectors, marketers, entrepreneurs, and GORE-TEX® fans alike. Whether you're a business strategist, gearhead, history buff, or simply love a good origin story— Warm, Dry, and Comfortable delivers an inspiring, informative journey through branding, creativity, and the enduring power of a great idea. In the words of Bob Gore, the inventor of GORE-TEX® fabric: “The decade of the 1980s was a pivotal one for the growth of the GORE-TEX® brand around the world. John Unland was integrally involved in the development of our marketing strategy and the execution of that strategy during the 1980s. In this book, his memoir of those years, he recounts his days of working with us in pages that are not only informative, but also humorous, reflective, and a pleasure to read—great memories of exciting times."