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TMCNet: W.L. Gore & Associates Reveals New Visual Concealment Technology Based on Animal Vision

[September 30, 2008]

W.L. Gore & Associates Reveals New Visual Concealment Technology Based on Animal Vision

(Marketwire Via Acquire Media NewsEdge) NEWARK, DE, September 30 / MARKET WIRE/ --

W.L. Gore & Associates, a leading manufacturer
of advanced technology products including GORE-TEX? branded products,
today announced that it has developed GORE? OPTIFADE(TM) Concealment
Products -- the first visual concealment technology based on how deer and
other hoofed animals see, both spatially and colorimetrically. W.L. Gore
is partnering exclusively with Sitka Gear, a Napa, California-based
manufacturer of high-performance clothing for hunters, to bring the new
technology to market in 2009.

"W.L. Gore has a long history of creating scientifically-sound innovations
that improve outcomes for our customers. GORE? OPTIFADE(TM) Concealment
Products is designed to give hunters the best advantage over their prey
to-date," commented David Dillon, Hunting Category Leader at W.L. Gore &
Associates. "We believe this technology is the future of visual
concealment for hunters and intend to continue to develop products based on
its scientific principles."

The Science of GORE? OPTIFADE(TM) Concealment Products

Until now, visual concealment has been designed from the perspective of the
human eye. To create GORE? OPTIFADE(TM) Concealment Products, the team
at W.L. Gore worked with a panel of scientific advisors and employed the
latest research in animal vision science, camouflage science and computer
technology to create a proprietary new concealment pattern. In contrast to
mimicry camouflage, which attempts to make the hunter closely resemble his
environment, Gore's technology aims to prevent the animal from recognizing
a hunter as a predator, even if the hunter is detected.

GORE? OPTIFADE(TM) Concealment Products incorporates a micro and a macro
pattern. The unique micro-pattern considers the way a deer or other
ungulate perceives color, the ratio of positive to negative space and other
visual elements to create an effect that allows the hunter to blend with
the animal's perception of the environment. The macro-pattern breaks up
the symmetry of the human body so that if a hunter is detected, the animal
will not be able to identify the hunter as a predator.

Experts point out that predators in the animal kingdom operate on the same
macro and micro pattern principles.

"Stalking predators, like tigers, have a macro-pattern of stripes that
break up their body symmetry as they move through their environment.
Ambush predators, like spotted leopards, utilize micro-patterns that enable
them to blend with their environment while poised to attack," says Retired
Army Lieutenant Colonel Tim O'Neill, PhD, one of W.L. Gore's advisors on
the project. "Human hunters both stalk and ambush, so we've used
scientific research and technology to combine the best practices of the
animal kingdom. GORE? OPTIFADE(TM) Concealment Products is a whole new
category of concealment. Interestingly, in the wild, mimicry patterns like
those on more traditional hunting camouflage are most often employed by
prey -- not by predators."

Scientific Advisors

In addition to Colonel O'Neill, who is widely regarded as the "Father of
Digital Camouflage" and has developed many of the visual concealment
technologies employed by military units worldwide, Gore's team of
professional advisors includes:

-- Guy Cramer, founder and CEO of HyperStealth? Bio Technology Corp.,
designers of digital camouflage patterns
-- Dr. Jay Neitz, an animal vision expert at the Medical College of
Wisconsin


Sitka Gear to Feature GORE? OPTIFADE(TM) Concealment Products

GORE? OPTIFADE(TM) Concealment Products will be first brought to market
by exclusive launch partner, Sitka Gear. Sitka's entire system of
high-performance clothing for the 2009 big game hunting season will feature

GORE? OPTIFADE(TM) Concealment Products. As a result of the partnership
with W.L. Gore & Associates, Sitka's full system of gear will now also
incorporate W.L. Gore's technical fabrics -- waterproof, windproof, and
breathable GORE-TEX? and windproof, breathable WINDSTOPPER? fabrics.

"Sitka has always believed in pushing the boundaries of traditional gear
and creating outcome-based technologies for the serious hunter," said Jason
Hairston, Founder of Sitka Gear. "W.L. Gore & Associates shares that
philosophy and has proven expertise in developing science-based products
that work. We're confident that GORE? OPTIFADE(TM) Concealment Products
will revolutionize the sport of hunting and are proud to be the first
company to provide this advantage to those who like to 'hunt hard.'"

"With Gore's new concealment technology and their superior GORE-TEX? and
WINDSTOPPER? fabrics, Sitka's new line of gear will provide ultimate
visual concealment and ultimate comfort and protection to serious hunters.
That maximizes chances of success in the field," commented Jonathan Hart,
Founder of Sitka Gear. "This gear is not about fashion -- it's all about
function."

The first Sitka gear featuring GORE? OPTIFADE(TM) Concealment Products
will be available at retail in 2009 and is maximized for hunting deer and
other hoofed animals in the Mountain West. For more information about
GORE? OPTIFADE(TM) Concealment Products visit www.optifade.com.

About W.L. Gore & Associates (www.gore-tex.com)

Perhaps best known for its consumer products like GORE-TEX? fabric and
ELIXIR? guitar strings, Gore is a leading manufacturer of thousands of
advanced technology products for the electronics, industrial, fabrics and
medical markets. The company is headquartered in Newark, Delaware, posts
sales of approximately $2 billion, and employs almost 8,000 associates at
50 facilities throughout the world.

GORE, GORE-TEX, WINDSTOPPER and designs are trademarks of W. L. Gore &
Associates, Inc.? 2008 W. L. Gore & Associates, Inc., 295 Blue Ball Rd.,
Elkton, Maryland, 800-431-GORE, gore-tex.com.

About Sitka Gear (www.sitkagear.com)

Established in 2005, Sitka is known for its commitment to using the best
technology, fabrics, designs, construction and partners to produce the best
products available in the hunting market. Sitka Gear excels in the worst of
conditions and is built to last. Sitka: Turning clothing into gear. 860
Napa Valley Corporate Way Suite F, Napa, CA 94558. Phone # (877) SITKA-MG
or 877-748-5264

Contact:
Susan Goodell
Warschawski
410-367-2700 x 15susan.goodell@warschawski.com
Andrea DiRuscio
Warschawski
410-367-2700 x 20andrea.diruscio@warschawski.com

Copyright ? 2008 Marketwire

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