Picture Organic Clothing SS21 Backpacks

Picture Organic Clothing SS21 Backpacks Preview

Brand: Picture Organic Clothing
Interviewee: Maxime Lemaitre, Bags & Accessories Product Manager

 What are your main price points for next season? How are you segmenting your backpack collection?
We have 3 different segments

Technical backpack dedicated to the great outdoor activities. 2 volume available, the Helio 18L at 65€ and the Atlant 22L at 89.99€

Picture Organic Clothing SS21 Backpacks

Picture Organic Clothing 18l HELIO

Lifestyle backpack dedicated to urban use and daily commute with our Soavy backpack at 79.99€.

Beach bag to follow all your summer holidays with the sade beach bag at 49,99€

What general trends are you noticing?
For the summer season, we believe that consumers look for light and durable backpack with different pack options and extensible pockets to store bottles, jackets, or towels. Versatility and crossover use is also very important for consumers in order to use one product in many different environment and situation.

What do kids want from their back to school backpacks?
They are looking for an authentic bag to belong to the community. It’s part of their identity. With Picture: belong to action outdoor community with sustainability in mind

How has coronavirus impacted sales expectations in this segment?
Right now we are planning a decrease of 15% sales vs the previous SS20 season. On the other hand, since the end of the lockdown, we have great feedback from our partners. It is still hard to say where we will land but we keep our eyes open and exchange a lot with our retailers. Anyway, the crisis will have an impact, it just hard to precisely know for how much.

How has COVID effected your SS21 sell in plans in terms of delays/ range cancellations and carry over etc?
Regarding our range plan, COVID pushed us to make last-minute adjustments. To help our retailers we will work on a global carryover strategy between SS20 and SS21. We also decided to push forward some development to SS22 in order to launch a new style in better circumstances.

What is your collection theme and which stories are you telling to get customers stoked on boardsports backpacks?
Because every journey has its own story, we like to imagine the bags that will serve adventure enthusiasts traveling, moving, and discovering. The backpack is, more than ever, the adventurer’s essential!

Our bags offer storage options and optimization that will fit all camping styles, air travel and rail journeys, ride & bike trips, and even urban escapes. All the good reasons to enjoy adventure and the unexpected!

What makes this product category important to your brand?
Every great adventure start with a backpack. It is your ticket to go explore and discover new places. For our community, it is an essential product and we are happy to propose functional & sustainable options without any compromise on the quality.

Which technical features are you proudest of?
Since the beginning, we have been working on eco-innovation and alternatives to polluting materials. Today, 100% of our range is sustainable. The light ripstop we use on our technical range, as well as our Soavy fabric, are 100% recycled. On the other hand, the cotton of our beach bag is 100% organic.

We also work on the versatility of our bag. Our Atlant 22L features an inside padded pocket that can welcome a hydration system up to 1.5 liters of a 13” laptop. On the front panel, you also have an elastic carry system where you can fit a towel, a jacket, or any clothes.

What are the silhouettes and materials for this season?
We can recognize the Picture style DNA with bold colors & original prints on each bag. Regarding the fabric, we use 2 different ripstop this season, a 210D very light and strong for our technical range, and a 450D for the lifestyle range. The designers worked all together to match the organic & expedition line as much as possible with accessories as bags, and propose several total looks, which is easier to merchandise.

Please name and describe your 3 highlight pieces and items that retailers should definitely order.

  • Atlant 22L

Light and versatile, the Atlant 22L backpack is the perfect partner for high-intensity outdoor activities. Urban explorers and outdoor adventurers will appreciate the new ripstop fabric that offers increased durability and lightness. The foam extra padded back panel as well as perforated shoulder straps and hip belt provide unmatched breathability and ergonomics. Its internal pocket can store either a 1.5L hydration system or your 13″ laptop. Quick zippered access, accessories storage, and elastic carry all systems make it easy to use whether you are reaching the peak or riding the streets.

  • Helio 18L

Ultra-light with a unique style, our brand new Helio 18L backpack will follow you in all your outdoor adventures. Urban explorers and outdoor adventurers will appreciate the new ripstop fabric that offers increased durability and lightness. Plenty of technical specs make it super versatile for hiking and weekend travel.

  • Soavy backpack
Picture Organic Clothing SS21 Backpacks

Picture Organic Clothing SOAVY

Drawn from school bags vintage style, the Soavy backpack will be your best partner for everyday use as well as weekend expeditions and travels. With an 18L volume capacity, you will be able to carry all your daily stuff and the inside padded pocket will protect your laptop for sure. The Soavy combines functionalities and a timeless silhouette for urban outdoor enthusiasts.

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HERO YACHT WALKING ON 2018_07_16_RED-PADDLE-PLYMUOTH_1604
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MarketIntelSwiss
K2 FW20/21 Snowboard Preview
TSG 21/22 Goggles Preview

TSG

Nitro FW20/21 Snowboard Preview
Surfing Olympic Pictogram
Skateistan Back on Board
Vans Shop Riot Finals
SA1NT Unbreakable
longboard classic 2023
Screen Shot 2018-09-10 at 12.31.57
RVCA Paris 2021
Olympic surf gold winner
Slide x Outdoor Trade Show [Winter]
Yvon_Chouinard owner Photo-Campbell Brewer
Columbia Sportwear Company
SIC Maui 2022 SUP Preview

SIC

DC FW20/21 Men's Outerwear Preview

DC

Niels Lammerts
sustainability dialogues- Melody Sky
Surf Hardware International Kanulock
press release
Landyachtz header, photo credit Jacob Lambert
Horue SS24 Foil Preview
I'm The Mountain
LSFF Gerry Lopez
Sublimations art exhibition May 2022
Clare Probyn
Burton 21/22 Snowboard Boots Preview
(ger)MANIC Tour vid
DC WEEK TIGNES header
Travis Rice
XION SNOW header
Screenshot 2019-03-22 at 16.25.07
K2 21/22 Snowboard Boot Preview

K2

Hotzone tv Park Opening Betterpark Hintertux Austria Werni Stock Invitational Metal Battle 15th Anniversary
Marcel Korner TSG
Roxy Maritxu surf2001
Parley Pellets
MarketIntelFrance
Market Intel Germany
Pag x UNO collab
K2 21/22 Snowboard Bindings Preview

K2

Wai clothing
Volcom Abandoned Playground Collection 2 Skate Urban 90s Fashion Military Sportswear
Screenshot 2019-03-13 at 12.19.22
European Skate Awards
TIPHANIE PERROTIN 2022 winner
REI co.op logo
Management team (minus Marlon & Chris)
Forcefield Protection logo
Db x Looking Sideways fund, Photo - Aaron Schwartz
Picture Organic Clothing FW20/21 Technical Snow Backpacks
Safety Shred Days 2019
Watershed Brush With Death
NHM X Finisterre
Bolle Eco Atmos Eco Award - Lifestyle
Out of Step ltd
Paul Batsch Salomon Snowboard Brand Manager
Audi Nines
FINN
SOURCE Snowboard Industry COVID 1
EssilorLuxottica
Alexey Krasniy Ollie Up Popshuvit Off DVL
Onsnow Winter Pro
Waveland Brasil
Quivers ecommerce source boardsports
NSP SS21 SUP Preview

NSP

MarketIntelSwiss
SLOWTIDE_SUM19_87A9188
Gregor Common Amplid
Lightning Bolt Festival
Grilo. Photo by Sani Alibabic
Karakoram team outside their factory
Polyola Photo credit- ThouronJulien, Anglet_11 SurfPix
Rab's Down Collection Point in the UK
clarus logo
Jeremt Sladen
ACM London Popup
THEOREM_BOREUM_BOMBAY

L1

Screenshot 2023-07-21 at 13.26.09
Scribble Together
Lyndsay McLaren. Photo James Sweet
DC SNOWBOARD BOOTS-1_0001_DC Snowboard Boots

DC

Shore Storefront
Drop In Surf by Creatures of Leisure
Blue Tomato, Konstanz
19SNB5_MG_3155_SOC
ALl for On CH
Kanoa 2020 Surfboards
Stone Cold Not Sober
Vintage collection
Down & Out in Switzerland
Paris Surf & Skate Film Festival 2021
Slide x Outdoor Trade Show [Winter]
sustainability dialogues- Melody Sky
Canoe Inc x New Era
EUROSIMA