Picture Mens Outerwear F/W 2026/27 Preview
Retail Buyers Guide: Mens Outerwear F/W 2026/27 Retail Buyer’s Guide
Brand: Picture
Interviewee: JULIEN DURANT CEO
In 2 sentences – how was the men’s snow outerwear market in 2024/25?
Very hard for Picture. And hard in general. The market needed newness when all brands had lots of inventory from previews season. FW25 is a new breath.
What are the main trends you take your inspiration from for 2026/27?
Baggy and blouson style is key. Price point 200-300 max. In addition to that, very technical product with gore tex. 450-550 price point
What new jacket fits and pant silhouettes are coming out in 2026/27?
Of course baggy and blouson, oversized. Straight fit stays essential for main stream customer who did not manage to move on baggier styles. Under 30 years old: full over size. We have a new snowboard x soccer team outfit very baggy inspired from soccer community. More to see soon
Tell us about colours and prints:
Print are either eathy ton or very bright with purle, magenta, pink and yellow.
Any *NEW* technical stories with regards to fabrics and materials?
Gore tex X Picture with the new EPE membrane
How are you addressing sustainability topics, not only in production of your products (materials, transportation, packaging) but also their after-life / repurposing?
Steal pushing hard on that topic with increasing the rate of textile to textile polyester. (80% of our range) + keep pushing on our LIFETIME REPEAR WARRANTY
Any trends that your brand is moving away from?
Less color blocking and big contrasted color blocking which does not sell anymore
What are your big marketing campaigns for 2026/27?
Soccer campaign
Key Products:
Huron jacket:
Gore tex 3L jkt
HURON-GORE-TEX-3L-JKT_BLACK
Soccer jacket:
black dicentra pant 10k
MERASSEN-M-GORE-TEX-JKT_BLACK
Puffer jacket:
10k Heavy insulation kt
PMBTON-ZIP-FLEECE_TOFU-VINTAGE-INDIGO
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