I've had some training in this, and sell waterproof breathable stuff.

Keep it clean! Some kind of tech wash is recommended, some people say a little powder detergent is OK, as long as you rinse thoroughly.

Personally, I'll use some kind of specific wash product, and still double rinse.

Tumble Dry. As long as the garment will take it, this is what re-activates the DWR. ( Durable Water Repellency )

If using a product to renew the DWT, if the fabric is a 3 layer ( counter intuitively it looks like one piece ) then we recommend a wash in, if it is a 2 layer ( has a separate lining ) the use the spray on from the outside.

Active shell is a new way of making GoreTex, they have figured a way of making the lining and the membrane as one, which means theres only one layer of glue, which is where the extra breathabilityy comes from.

I'm waiting for a jacket made of NeoShell from PolarTec, if they ever get it to market.