Picture Organic Clothing Outdoor SS18 Preview

CATEGORY: THE GREAT OUTDOORS
BRAND: PICTURE ORGANIC CLOTHING
INTERVIEWEE: JULIEN DURANT

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Outdoor Apparel SS18
Do you feature a designated Outdoor collection or do you integrate Outdoor Clothing into your main line?
For the SS18 summer collection, we are going to launch our first “Summer Expedition line”. We were inspired by contrasting urban and mountain identities. We wanted to bring sport and city together, to create a range that would combine technical features like breathability, insulation, and waterproofness, with on-trend, urban designs. This collection will take people from outdoor adventures to the office, from bike rides to subway commutes. Using eco-friendly fabrics, the Summer Expedition Line draws inspiration from nature, set to accompany people on all wild or urban jaunts!

Arcadia Jacket

Arcadia Jacket

What are the main requirements in Outdoor Apparel in general and how do you target that in your collection?
We feel that the new trend of outdoor apparel is crossover products, functional for mountains with a design that could be worn every day in towns.

Arc’teryx, is a big trend setter and pioneer in this category.

With a Picture touch and design, we really feel there is an opportunity for us in a market dominated by “boring” products.

What are the emerging trends in this segment?
The outdoor products category is no longer limited anymore to hikers looking for a zip pant that could be transformed into shorts.

Now outdoor is becoming a real lifestyle with its codes, language and clothes, including more and more fashion inspiration without compromise on the functional side of the products.

Durability is also a way to fight against fast fashion and that movement is also becoming trendy.

Chloe Jacket

Chloe Jacket

What marketing stories are you telling here?
For the “Summer Expedition line”, we were inspired by the rapid pace of Northern big capitals, with contrasting urban and mountain identities. We wanted to bring sport and city together, to create a range that would combine technical features like breathability, insulation, and waterproofness, with on-trend, urban designs. This collection will take people from outdoor adventures to the office, from bike rides to subway commutes. Using eco-friendly fabrics, the Summer Expedition Line draws inspiration from nature, set to accompany people on all wild or urban jaunts!

What about silhouettes, looks & styles?
We mix heather fabrics with more technical fabrics as Cordura (high abrasion resistance). Our designers also use a really cool leaf print thanks to a jacquard construction that you can find on several products in the line.

Please talk us through 3 of your key products for 2018:
Arcadia jacket: a hybrid jacket, with a membrane 10K/10K, waterproof, with a light weight breathable fabric and laser cut breathable holes. The body mapping construction we use gives an awesome breathability in addition to a strong protection against wind and rain. A perfectly designed jacket for outdoor activities!

Marco jacket: Made of 100% recycled polyester and using the Polartec Thermal Pro technology (synthetic fleece technology) for resistance against abrasion, warmth without weight, highly breathable, fast drying and durability

Chloe jacket: A 100% recycled polyester, made to protect you against light rain thanks to the PFC Free water repellent, to stay warmth during outdoor activities thanks to Primaloft, and which is very breathable.

CAMPING GOODS SS18
What are the major trends in the camping & outdoor segments these days?
I would not talk about trends but more about trendsetters as brands as Topo, Poler Stuff or even medias as such as Les Others. They all communicate on travelling, sharing, happiness, moments with friends and a simple way of life.

Sleeping bag2

What’s your philosophy behind your engagement in this area and how do you relate to the boardsports customers in this segment?
We are a sustainable and environmental brand and company. Our values have always been focused on 3 topics : “Ride, Protect and Share” which are now the same values as the outdoor category.

The outdoor collection came very easily because it fits perfectly with our philosophy and way of life.

Where do you see the development going here and which segments do you expect the most growth in?
As I explained before, I think that people are now looking for hybrid crossover products, wearable in town thanks to a urban design, and wearable during outdoor activities thanks to technical functionalities as breathability, insulation and waterproofness.

What are 3 must have items all camping & outdoor lovers need to have? Please talk us through your 3 key products for 2018:
Picture Sleeping bag : During the annual factories tour, we notice that a lot of Primaloft padded garments (a recyclable insulator) could be reused instead of being wasted. The designers decided to retrieve all these leftovers, which still respond to Picture’s quality criteria, in order to insulate the sleeping bags from summer 2018 collection! The result is a design, hybrid, handy and eco-friendly sleeping bag with a “zero waste” approach!

Arcadia jacket (men) : a hybrid jacket, with a membrane 10K/10K, waterproof, with a light weight breathable fabric and laser cut breathable holes. The body mapping construction we use, gives an awesome breathability in addition to a strong protection against wind and rain. A perfect design jacket for outdoor activities !

Chloe jacket (women) : A 100% recycled polyester, made to protect you against light rains thanks to the PFC Free water repellent, to stay warmth during outdoor activities thanks to Primaloft, and which is very breathable.

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