What is the overall theme behind your 2023/24 outerwear range? From which big trends do you take your inspiration?
The new color stories are inspired by the palettes found in nature, sometimes with a theme around icebergs, ice, or the change of season from autumn to winter, or the 70’s ski and its bright colors and pop, the baroque with a print with many curves, or the romantic patchwork. The prints are once again in the spotlight
What new fits / silhouettes are coming out in 2023/24? What pant and jacket styles are most important in your range?
We are introducing a new 3L freeride outfit, long cut and mix of materials.
What new colours / prints are you introducing?
We introduce a print entitled Freeze which represents ice with an acrylic paint effect, Baroque a feminine and sophisticated multicolor print, Patchwork which is a combination of liberty prints forming a romantic patchwork
Any *NEW* technical stories with regards to fabrics and materials?
We continue with The Circular_, our new sustainability technology, launched in SS23, by putting it on 70% of our outerwear collection. For FW23, all Picture’s technical pieces will be part of The Circular_ program, made from fabrics using existing waste within our own industry (textile). “Nothing is lost, nothing is created, everything is transformed.” From recycled outerwear, organic streetwear or biosourced shells, Picture is known to have a never-ending sustainable product innovation policy. But not only. Other processes such as upcycling, waste prevention campaigns, phasing out PFCs or renting service & lifetime repair warranty are amongst other initiatives that lead the brand’s way to circularity.
What are your top marketing stories for 2023/24? This will help us to put some focus in the right place.
The Circular_ and Backcountry Touring are our top marketing stories for 23/24.
Outerwear Best Sellers/Hero products
Our most advanced freeride hardshell, the stretch 3-layer Allea Xpore Jacket offers maximum lightweight breathability and protection for backcountry touring. Made with a sustainable bio-sourced polyester face fabric, it features an Xpore 25K/20K membrane for unmatched waterproof breathability, along with a PFC-free durable water repellent treatment and waterproof zippers. While providing maximum protection against the snow and wind, this jacket features pit zips for easy temperature control up any skin track or when breaking trail. We specifically designed the highly-breathable collar for intense efforts on the up or down: just unzip the collar and snap the top to breathe easy. The holes in the flap help to evacuate moisture quickly. For enhanced protection and fit, the helmet-compatible hood, the cuffs, and hem are all adjustable. Strategically placed pockets won’t slow you down. This freeride jacket is ready for all your big mountain adventures and built for the most unpredictable high-output pursuits when ski touring and splitboarding.
The 2-layer Exa Jacket is Picture’s iconic, incredibly-versatile freeride jacket. Made with a sustainable bio-sourced polyester face fabric from repurposed sugarcane waste, it features a 20K/20K membrane for unmatched waterproof breathability, reinforced with a PFC-free durable water repellent treatment. Designed for versatility and warmth, the pit zips offer additional ventilation when playing hard in the powder. For enhanced protection and fit, the hood, cuffs, and hem are all adjustable, while the insulation ensures that you stay toasty warm all day long. Cut for a modern long fit, this jacket comes equipped with smart, functional pockets and detailing. Designed with the uncompromising combination of lightweight waterproof breathability and warm insulation, our Exa Jacket lets you focus all your attention on enjoying the snow.
The 2-layer Seakrest Jacket, with its asymmetrical color-blocking design, keeps its promise for any long outing in the snow. Made with a sustainable recycled polyester face fabric, it features a 10K/10K membrane for reliable waterproof breathability, reinforced with a PFC-free durable water repellent treatment. Designed for warmth and comfort, the pit zips offer additional ventilation for long days in bounds. For enhanced protection and fit, the hood, cuffs, and hem are all adjustable. Cut for a long-back fit, with Picture’s classic color-blocking style, this jacket is made for great days riding groomers as well as on winter outings in town afterwards.