PFAS in Outdoor Clothing and the Push for Sustainable Alternatives

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Where Do We Start Now that PFAS is Omnipresent?

The term ‘forever chemicals’ has entered our social consciousness recently and, much like PFAS, has spread everywhere. PFAS stands for per- and poly-fluoroalkyl substances, often called “forever chemicals” due to their persistence in the environment and their ability to accumulate over time in nature and in human tissue. Essentially, because of their long-chain carbon formula, they don’t break down over time and continue to have toxic effects.

Until recently, PFAS has been popular in the outdoor industry for its highly waterproof applications. Many high-performance rain jackets, for example, rely on PFAS to keep you dry; however, their toxicity is becoming apparent, and the consequences of their continued use would be devastating. In the last few years, there has been some legislative progress as states move to stop the flood of thousands of these chemicals from further negatively impacting our health and environment.

As some states move to ban these harmful manufactured compounds, the outdoor industry is following their lead. In the last few years, we have seen the phasing out of PFAS from many outdoor products. Alongside a push to create new PFAS-free textiles, companies are developing new, safer technologies to replace their outdated toxic methods, helping to move the industry toward more sustainable and health-conscious options.

Shifting the Narrative: Brands & Certifications Leading the Charge

Despite the growing concerns around forever chemicals, it is important to focus on the progress being made in the outdoor industry. While legislative change has been slow, some brands have proactively transitioned to PFAS-Free waterproofing alternatives. Many of these items are sold right here in our stores. We believe brands leading the charge with sustainable solutions will gain a competitive edge in the years to come.

Since 1977, Nikwax has been at the forefront of sustainable waterproofing, creating PFAS-free cleaners and treatments that extend the life of outdoor gear. Unlike many competitors, this Washington-based company has never used harmful PFAS chemicals, proving that high performance doesn’t have to come at an environmental cost. Committed to full transparency, Nikwax openly shares its sustainability initiatives and the science behind its PFAS-free formulas. For those seeking effective, eco-friendly waterproofing solutions, Nikwax remains a trusted leader in the outdoor industry.

The Norwegian outdoor brand Norrona is committed to sustainability through responsible sourcing and eco-friendly manufacturing. They are well known for their high-performance gear and long-lasting product design. In addition, they actively reduce their environmental impact by using bluesign®-approved fabrics, increasing recycled materials, and ensuring ethical production standards. They have been working toward eliminating PFAS from their products, with many of their waterproof garments already featuring PFAS-free alternatives. By the 2025 spring and summer seasons, none of Norrona’s products will contain materials with PFAS.

Francis Kopp, co-winter manager of White Pine Touring, wearing the **More Gore-Tex Jacket** from Norrona with PFAS-Free DWR

Toad&Co has focused on eco-friendly fashion using low-impact materials and manufacturing processes since 1996. All of their clothing contains at least 80% sustainable fibers, is PFAS-free, and meets OEKO-TEX® and bluesign® certifications. They are dedicated to sustainability every step of the way, from textiles to manufacturing and shipping. Their high standards, coupled with their ability to create comfortable, fun clothing, have propelled them into a leading outdoor clothing brand.

Kari Traa, a women-owned brand, is committed to sustainability and eliminating PFAS from its textiles. Dedicated to responsible production, this brand prioritizes bluesign®-certified fabrics and incorporates recycled materials into its performance-driven designs. With a mission to create high-quality, eco-conscious gear for women, Kari Traa continues to set a standard for sustainable innovation in the outdoor industry.

Patagonia, founded by legendary rock climber Yvon Chouinard, has long been at the forefront of sustainability in the outdoor industry. Patagonia is committed to ethical manufacturing, using recycled materials, Fair Trade Certified™ factories, and PFAS-free waterproofing in its gear. Since 2013, Patagonia has worked to eliminate PFAS, launching its first PFAS-free DWR in 2019 and aiming for 100% PFAS-free water-repellent materials by 2025. By sharing its innovations with other brands, Patagonia is driving industry-wide change toward a more sustainable future.

Ortovox is committed to suitability and ensures that all its products are entirely PFC-free as of 2023. The brand prioritizes ethical sourcing, using mulesing-free Merino wool and Bluesign®-certified materials to reduce environmental impact. Ortovox also emphasizes fair labor practices and long-term durability to minimize waste, making it a leader in responsible outdoor gear production.

Do PFAS-Free Alternatives Offer the Same Waterproof Power?

One of the most common concerns about eliminating PFAS is whether their replacements can offer the same waterproof capabilities. The short answer is yes—PFAS-free alternatives have made incredible strides. Innovations like GORE-TEX ePE membrane and Patagonia’s PFAS-free DWR prove that high-performance waterproof gear doesn’t require harmful chemicals.

Why it’s Important: The Health Risks of PFAS Exposure

Despite growing awareness of their dangers, manufacturers continue to use PFAS at an alarming rate. While efforts to eliminate them are gaining momentum, their widespread use remains a significant challenge. Human exposure to PFAS can occur through drinking water, food consumption (particularly fish), inhaling contaminated dust, and even direct contact with PFAS-treated textiles and packaging. According to the EPA, exposure to PFAS has been linked to:

Increased high blood pressure in pregnant women

Increased risk of cancer

Immune system effects

Obesity and metabolic disorders

Developmental issues in children

Reproductive health problems

With thousands of PFAS chemicals in circulation, banning one often leads to the introduction of new, similarly harmful alternatives. However, broad legislative efforts targeting entire product categories, such as textiles, are driving meaningful change.

Litigation and Legislation

As scientific data continues to expose the widespread dangers of PFAS, states are taking legal action against the companies that have profited from their production for decades. More than a dozen states have sued major manufacturers such as 3M and DuPont, with over 15,000 lawsuits filed, and that number continues to rise.

GORE-TEX

The outdoor industry is not immune to the wave of litigation around concealing PFAS. A notable example is W.L. Gore & Associates, the parent company of the widely popular GORE-TEX brand, currently facing a class-action lawsuit. The lawsuit alleges that the company misslead consumers through greenwashing and withholding information about the environmental harm caused by PFAS.

In response, GORE-TEX has launched a new PFAS-free membrane, offering the same trusted waterproof, windproof, and breathable performance while eliminating harmful per and polyfluorinated chemicals. It also has a reduced carbon footprint! This shift reflects the company’s acknowledgment of environmental concerns and a commitment to more sustainable innovation in outdoor gear.

Upcoming PFAS Bans in Outdoor Apparel

With stricter regulations on the horizon, outdoor brands are adapting. In response to California’s ban on textiles containing intentionally added PFAS, many companies have proactively eliminated these substances from their products. However, some technical outdoor gear designed for extreme wet conditions have been granted an extension—though that exception expires across multiple states on January 1, 2028.

Key state-imposed deadlines:

California’s ban on the sale of new textiles with intentionally added PFAS started January 1, 2025, with an exception for outdoor apparel for severe wet conditions until January 1, 2028.
New York ban on the sale of new apparel with intentionally added PFAS started January 1, 2025, with an exception for outdoor apparel for severe wet conditions until January 1, 2028.

A New Way Forward

As the outdoor industry navigates these new regulatory changes, brands must continue pushing for innovation or risk falling behind. Consumers hold significant power as well. By supporting PFAS-free products and staying informed about upcoming bans, consumers can accelerate the shift towards cleaner and less toxic outdoor products.

Transitioning to PFAS-free textiles might come with challenges, including compliance hurdles and potential price increases. However, it is a necessary step for the health of both people and the planet. If you’re shopping for new outdoor gear, look for certifications like bluesign®, OEKO-TEX®, and GORE-TEX ePE, which indicate safer, environmentally responsible choices.

The movement away from forever chemicals is already reshaping the outdoor industry. Consumers can drive meaningful change by demanding accountability from major corporations and brands. Supporting brands that prioritize transparency, ethical manufacturing, and eco-friendly materials ensures that sustainability isn’t just an afterthought; it becomes the standard.

By Calindra Revier, Content & Media Manager

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