PICTURE: RIDE, PROTECT & SHARE
Picture started back in 2008 as an idea between Julien, Jeremy and Vincent, three lifelong friends who wanted to ride the mountains, protect the increasingly vulnerable natural environment, and share their passion with the rest of the community.
Ride, Protect, and Share, has remained Picture’s mantra and in 2019, they received B Corp certification, the highest distinction today for companies committed to making environmental and social responsibility a core part of their business operations.
Designing and producing a full range of ski and snowboard clothing that reduces negative environmental and social impact every step of the way has always been Picture’s mission. Having previously pioneered the use of Bio-sourced fabrics, which reduce reliance on fossil fuels, Picture continued to ask the question “how can we do less harm?”
This has led them to take the next massive step to full circularity and for this winter all of Picture’s outerwear at Ellis Brigham is part of The Circular_program. Using existing fabric waste within the textile industry, Picture’s outerwear does not rely on any newly produced virgin fabrics. 40% comes from post-consumer waste (used garments) and 60% from pre-consumer waste (factory cutting scraps). This process also produces dramatically lower CO2 emissions than using Bio-source fabrics. So nothing is lost to landfill, nothing extra is created, everything is transformed.
Picture are part of the Fair Wear Foundation, in fact 84% of Picture’s clothing is made in the same two factories they have used for over 12 years, each having the best possible worker conditions. In addition, everything from packaging and transport to their internal company culture is constantly being challenged to do less harm.
TECHNOLOGY
From freeride to freestyle through backcountry and touring, the Picture outerwear collection offers the most adapted technical and eco-designed outfits for riding sessions with friends all season long! The entire range is designed to suit all practices thanks to the different technologies (insulation, water repellency, etc.) used on each outfit for optimal performance.
SUSTAINABILITY
For Picture, limiting the impact of production by assessing each step in the supply chain and requiring the right corrective measures makes all the difference. Every product is made using recycled, organic, or bio-sourced materials. From the cotton fields to the factory where the products are made, by way of delivery through maritime shipping, every step in the manufacturing process has a sustainability goal.
HISTORY
"Fighting climate change through our passion for boardsports and great outdoors, this is our mission.”
Julien, Jérémy, Vincent: Picture’s co-founders.
A story of three lifelong best friends from different backgrounds. Chasing a childhood dream and united by a shared passion for boardsports and the desire to create something that reflected their identity, they founded Picture in 2008 with a very clear vision: a new design, a new philosophy and a new way of thinking.
THE CIRCULAR
Picture’s Circular_program uses existing fabric waste within the textile industry, and does not rely on any newly produced virgin fabrics. 40% comes from post-consumer waste (used garments) and 60% from pre-consumer waste (factory cutting scraps). This process also produces dramatically lower CO2 emissions than using Bio-source fabrics. So nothing is lost to landfill, nothing extra is created, everything is transformed.
LIFETIME REPAIR WARRANTY
Picture's products are designed to last you as long as possible. Repairing increases the durability of the product and reduces its impact. Since 2020, the lifetime repair warranty is part of a global approach to sobriety initiated by Picture, through the reduction of energy needs and the modification of consumption patterns.
The outerwear, layering and backpacks ranges are currently concerned by this program, but Picture doesn’t intend to stop there and wanted to go further and its products always more sustainable.