Fighting for the future

The outdoor brand on a mission to ‘wipe out’ fossil fuels

Since its founding in 2008, French outdoor brand Picture Organic has already caused waves with its striking designs and environmental ethos. Now it’s heading into a new decade with even bigger ambitions.

Some people might let the collapse of the global economy put them off starting a bold new company. But for close friends Julien, Jeremy and Vincent, it was the perfect place to start. In the wreckage of 2008’s market collapse, they set out with an optimistic and bold mission for a future founded on something different.

“We created Picture Organic to inspire an eco-responsible lifestyle through our passion for snowsports. We wanted to develop tomorrow’s products to actively contribute to the fight against climate change today,” says one of the founders, Julien.

Picture Organic are ‘insurgents’, aiming to challenge the existing practices of the outdoor and clothing industry.

The textile industry is responsible for 8% of worldwide carbon emissions, but every one of Picture Organic’s products is made from recycled, organic or bio-sourced material; and the aim of global sustainable development is woven into each stage of the production process, from the field where the organic cotton is grown to the factory where the products are made. Unlike many outdoor brands,

Picture Organic is transparent about how its clothing is produced.

Heading into 2020, the company has its sights set high, aiming to expand from the world of snowsports to become an environmental brand that appeals to all outdoor enthusiasts who care about the future of the planet. The concept of ‘bio-sourcing’ will be an integral part of its new outerwear for next winter.

Picture Organic’s aim is nothing less than to help create a world where fossil fuels are a thing of the past. That idea between friends has grown into an adventure we can all take part in.