Catagory: Women’s Outerwear
Brand: Picture Organic Clothing
What’s the overall theme behind next year’s outerwear?
A timeless transition between the Middle Ages and modern world . This is how our guide Jean-Michel Jorda, a Nepal specialist, describes the chaotic development of the country: cows walking through the streets, a myriad of cables running along the buildings, but also magnificent landscapes, majestic temples and friendly people.
We discussed extensively with our guide, whose stories of discovery and Himalayan legends hooked us, and we chose to go for a route that allows us to discover the diversity of this country, a place of enchanting mysticism to travellers…
During our journey, we met locals with whom we discussed a lot on the impact of climate change: torrential rain and other effects noticed on glaciers.
After our observation of the amazing country, we chose a clear concept for our FW18 campaign: Climate change to challenge the industry to fight against that big problem. We chose our way by producing products with a minimum of 50% recycled polyester or 50% organic cotton.
From which big trends do you take your inspiration? And which other brands, designers, artists or influencers do you follow who shape the style of your brand?
For the Expedition line, we inspired ourselves from brands like Patagonia or North Face who are the true pioneers. This year, we chose a flower print design with trendy colours.
For the Adventure line, we inspired ourselves from brands like Pukas and Rhythm for the distinguished adventurer (but also surfers) girls, from iconic lifestyle workwear products or from colours and materials from Scandinavian design (wood, cork, steal) to propose something for urban adventurer girls: technical products but with an urban design!
Finally, for the Friends line, we inspired ourselves from the running industry and from the Scandinavian architecture lines with pure process colours from Panton card (process blue/green/red, etc).
What are the three most important products in next year’s range? Why? Please tell us about them.
We are proud to introduce the world’s first biodegradable polyamide 6.6 yarn: Amni Soul Eco ®. After five years of research looking to enhance the polyamide formula, Amni Soul Eco ® was released. It can break down slowly in landfill, where there is a lack of oxygen. While other fibres need decades to break down, it takes less than three years for Amni Soul Eco ® to disappear from the planet. Its biodegradable property makes it a sustainable option to reduce pollution caused by waste, contributing to a better world for future generations. Amni Soul Eco ® is also 100% recyclable, reusable and Oeko-Tex® certified (standard 100, class 1). In addition to a high environmental value, Amni Soul Eco® offers all of the benefits expected from a polyamide yarn: soft touch, comfort, breathability, moisture management, easy-care & fast drying.
We offer a product selection (Adventure layers and 2 bags) a natural repellent treatment for your eco-friendly jackets, with no chemical additives & 100% natural ingredients because produced by honey bees!
You just have to take the block of wax and rub it on the part of the clothing you want to be water repellent. Then, melt the wax into the fabric using an iron; It is done, your product is water repellent!
Are your price points going up or down? Where does this pressure come from
Nothing had changed, our prices are staying the same.
What new fits/silhouettes are coming next year?
We keep the same fit guide which works very well with the Regular Fit, Tight Fit and Street Fit. We just added two new ones: “Skinny fit” for pants and “Tall Street Fit” for jackets because this is the way the market is evolving.
What’s new in colours/prints?
The design team has worked on a very trendy print for women, which stays in the continuity of summer prints but darker, which represents flowers in order to add an urban design on technical products.
We use a lot of khakis which is very trendy this year and it matches with other colour we use a lot too.
Here’s the place to talk about fabrics, features and technical innovations. Here we’re principally interested in *NEW* technical stories that you haven’t offered to retailers previously.
Since the beginning, we are working on finding eco-alternatives to innovate. Below the 2 most important for FW1819 collection: eco-friendly products without compromise on technicity.
Any has-been trends that your brand is moving away from?
We are moving away from heavy colour blocking: we moved those design to 2 tones of colours.
Furthermore, we are now more and more working on products which have a lifestyle/street style and at the same time technical and functional features.
What are your top marketing stories for next season? This will help us to put some focus in the right place.
ProKnit Serie range
The ProKnit Serie Technology is dedicated to real explorers always looking for new experiences thanks to a multi-density knitted construction. It is a new big step forward in the outdoor industry, as until now almost all technical shells have been limited to woven construction. Knitted fabrication offers users clear benefits in terms of breathability (seamless construction), waterproofness (PFC Free), comfort (natural stretch), and resistance to abrasion (thanks to body mapping construction). The ProKnit technology is also significantly more eco-friendly, using one large piece of knitted fabric, thereby eliminating scrap fabric from pattern cuts. It is also recycled and recyclable.
Knitting a technical jacket instead of weaving it is a radical and innovative choice that allows us to answer specific needs and body requirements when skiing or snowboarding.
Because each journey is different, we took advantage of the Innovation Camp to imagine the perfect bag to serve the adventure enthusiast. The result is a highly versatile pack equipped with 4 compartments that can be fastened or disconnected. This pack can be used as a 20L daypack, a 70L duffle bag and even a bum bag. It is made of 50% recycled polyester and OEKO-TEX certified. The IVY Bag ‘s adaptability allows for storage optimization and options ideal for all camping styles, air travel and rail journeys, ride sharing and snow or bike trips. All the good reasons to enjoy adventure and the unexpected!
BASE LAYER FOCUS: Do you do baselayers? What’s happening here, what’s your base layer strategy next year? Please let us know your tech innovations, materials, colours and pricepoints.
When the designers imagined the world’s first biodegradable base layer, they had to work hard on keeping technicity and improving the eco-side of the product.
But after five years of research looking to enhance the polyamide formula, Amni Soul Eco ® was released. It
can break down slowly in landfills, where there is a lack of oxygen. While other fibres need decades to break down, it takes less than three years for Amni Soul Eco ® to disappear from the planet. Its biodegradable property makes it a sustainable option to reduce pollution caused by waste, contributing to a better world for future generations. Amni Soul Eco ® is also 100% recyclable, reusable and Oeko-Tex® certified (standard 100, class 1). In addition to a high environmental value, Amni Soul Eco® offers all of the benefits expected from a polyamide yarn: soft touch, comfort, breathability, moisture management, easy-care & fast drying.