For those interested, in the outdoors industry (where fluorinated compounds are pervasive in waterproof coatings), there are a couple companies doing good:

Patagonia has switched to shorter-chain PFCs for many of its coatings (C6 instead of C8). They are also actively investing in research for alternative chemicals with adequate performance.

Nikwax, which sells re-waterproofing products, never uses fluorinated compounds and is a good brand to look for at the store.