Picture Organic Clothing

Picture Organic Clothing SS20 Outdoor Apparel Preview

Retail Buyers Guide:  The Great Outdoors SS20

Brand:  Picture Organic Clothing
Interviewee:  Julien Durant, Co-founder

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How is the actual situation of the Outdoor Apparel market and where do you see the development going in this segment?
Today people are looking for crossover products, with an urban look & with technical features for outdoor activities. Versality is the key! Also, being part of the community & being recognizable is important for potential consumers.

Concerning its development, we can notice that there are more and more products on the edge of fashion & sport with sleek silhouettes featuring high tech details.

What are the major trends in the Outdoor Apparel market next Spring/Summer?
Actually we can notice one trend in the outdoor apparel market which is just following a new minimalist lifestyle: living in small apartments, etc. That’s why we design each product to be as packable as possible.

Also, as enjoying the great outdoors means protecting your favorite playground, each outdoor brand has to think about sustainable alternatives to polluting fabrics. That’s why we are using for each product a minimum of 50% recycled polyester (GreenPlus certified) and a natural water repellent treatment: Teflon EcoElite™ PFC Free.

What marketing stories are you telling in your Outdoor Apparel line for SS20?
Inspired by our winter explorations, we created a technical, functional, and eco-engineered line of gear, with no compromise on style, to support you in all of your spring/summer activities. We invite our community to new adventures in the great outdoors with the Picture Family & start their bucket list all together!

What are the most technical features & materials?
We are using sustainable solutions: each product is eco engineered, using a minimum of 50% recycled polyester (GreenPlus certified) and a natural water repellent treatment : Teflon EcoElite™ PFC Free.

All our light jackets are packable with self-stowing pocket, so it’s easy to bring the product wherever you go!

On selected products, we are using the 2.5 layers stretch shell which features 5K waterproofness/5K breathability thanks to Picture’s exclusive DryPlay membrane.

What about silhouettes & styles & colours?
Each product is design to maximize the important properties following: freedom of movement, functionality & breathability. This is what gives each product a cool silhouette & look.

We can find the classic styles in our collection fully equipped each person who want to discover the great outdoors: from the windbreaker to the technical bottom.

Concerning colors, we kept the Picture DNA using again original prints & bold colours: Abstral print, using kaki, black & blue colors & the Terrazzo print for women using pastel colors.

We propose full silhouettes using many accessories for each print, it’s easier to merchandize.

Please name and describe 3 highlight items from your SS20 collection.

Packable and versatile, the Abstral Jacket is the do-it-all high performance jacket for your outdoor activities. This 2.5 layers stretch shell features 5K waterproofness/5K Breathability thanks to Picture’s exclusive DryPlay membrane.

Eco engineered with recycled polyester and Teflon EcoElite™ PFC Free DWR treatment, it also features fully taped seams, integrated brim and reflective detailing for full protection. Its stretch fabric, elasticated brim and adjustable wrists will offer ergonomics and freedom of movements.


Durable & versatile, the new Activa Shorts are the perfect match for demanding activities, from the mountain to the sea. The 3 materials construction offers durability for active hikes with the cordura® waist & back panel, freedom of movements with the eicoprene side sections and perfect climate control thanks to the fast dry 4d recycled stretch face fabric and laser cut inner thigh holes. Start your day with a mountain run, go for a dive and meet your friends at the bar, you have it all in one!


Packable and versatile, the Scale Jacket is the do-it-all for outdoor activities, from mid to high intensity.

Eco engineered, made with 100% recycled polyester and Teflon EcoElite™ PFC Free DWR treatment, this very light windbreaker also integrated brim and reflective detailing for full protection. Its stretch fabric, elasticated ergonomic hood & wrists will offer ergonomics and freedom of movements.

Brand Previews


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Lyndsay McLaren, photo by Rafal Wojnowski
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