Field Journal

Setting new Standards for Sustainability in the Outdoor Industry
Written by Harriet Osborne // Photography by Arthur Vaillant

We head to Paris to explore Picture’s new FW23 collection, meet the people working hard behind the scenes, and find out how the brand is setting new standards for sustainable gear.

Picture co-founder Julien Durant meets us in the heart of Fontainebleau, a forest in the suburbs of Paris, France. Still out of breath from a run, he tells us a blow-by-blow account of the brand’s history and big ambitions: to do things sustainably or not at all, with disruptive designs that stand out whether on the slopes, in the city, or on the trails.

It all started in 2008 when friends Julien, Jérémy Rochette, and Vincent André decided to quit their jobs in marketing, IT, and architecture to build something they believed in. ‘We wanted to build something community-orientated and fully sustainable. If it’s not possible to be sustainable, we don’t do it. That philosophy has been in our blood since we were born,’ Julien says.

While they don’t take themselves too seriously, they are serious about setting new standards for sustainable gear. In its first year of operation, Picture retailed in 75 stores across Belgium, France, and Switzerland. The entire collection sold out in just three months. After year three, they could pay themselves, and after year five, they could start hiring. Today, Picture is a B Corp Certified brand offering sustainable solutions for adventurous consumers in skiing, snowboarding, surfing, hiking, and mountain biking.

Since its launch, the brand has grown from three friends to a team of 85. Picture’s values are encapsulated in their mantra – Ride, Protect, Share – calling for exploration, environmental protection, and community connection. ‘What motivates us the most is the team behind us. Picture is really based on team building, trusting and believing in what we do.’

Spending time outdoors continues to be an important part of the brand – whether observing architecture in cities all over the world or connecting with nature on wooded trails. ‘We’re always searching for creative ways to do business and deliver something different. For us, creativity is a question of survival,’ Julien says.

85 per cent of the FW23 collection is circular – made from post-consumer garments and fabric scraps from factories. The remaining fabric is made from 100 per cent recycled fibres, organic cotton, or bio-sourced fibres such as Tencel – a renewable, compostable, and biodegradable organic material made from FSC-certified wood.

The new ABSTRAL+ 2.5L W JKT is a testament to Picture’s commitment to sustainability and disruptive designs without compromising on performance. It’s made using 48 per cent circular polyester from post-consumer garment scraps and 52 per cent recycled polyester, with clean lines that reference urban environments and colour palettes inspired by the Alps.

The jacket is 100 per cent waterproof, breathable, and features fully taped seams, an integrated brim, and reflective detailing for full protection and safety in low-light conditions. It’s also packable – fitting into its pocket when not in use.

In addition to The Circular programme, Picture has launched a rental programme, which enables consumers to hire ski or snowboarding gear for as little as €6 (£5.24) per day. The programme helps to reduce the brand’s carbon emissions by making fewer products that get used more often.

But it’s a work in progress. If you order in the UK, rental items must be delivered to your ski resort in France rather than your home address. While the brand might sell 200 items in just one day in December, they rented out 200 items across the entire year.

‘Conventional brands would have given up by now,’ Sustainability Manager Florian Palluel explains. ‘Nobody’s perfect and there are plenty of things to do. But we believe this is the right thing to do and are sure this can be huge. It will take awareness, time, a culture shift, and every brand to get on board to make the change.’ Getting every brand on board is something they are already working on. Picture is a member of En Mode Climat, a collective of over 600 companies working to create policies that punish bad practices and encourage virtuous ones.

After the hike, we headed to Arkose Nation, a climbing wall in the heart of Paris, for an upcycling workshop with Good Loop, followed by a screening of their new film, Chronoception. The film follows athletes Thomas Delfino, Leéa Klaue, and Aurélien Lardy as they embark on a 22-day journey dropping in and carving pristine peaks in Kyrgyzstan.

Beyond the stunning visuals, Chronoception is reflective of the brand – demonstrating life lessons in patience and perseverance, finding the courage and determination to forge your own path, and having a good time while doing what you love. Picture’s story is not just about clothing; it’s about shared experiences in the great outdoors and discovering new ways for all brands to do better.