Picture Organic Clothing SS24 Great Outdoors Previews

Retail Buyers Guide:  Great Outdoors SS24 Retail Buyer‘s Guide
Brand:  Picture Organic Clothing
Interviewee: Maxime Lemaitre, Product Manager

What is the status of the Outdoor Market after that long hot summer 2022?
Outdoor market went completely crazy after covid crisis as we discussed for previous years. We almost doubled our Outdoor category during this period, right now everything seems to be back to normal, we plan to go back to a “normal” yet healthy growth for SS24 sell-in. It is very encouraging to see how outdoor continue to have traction all over the world. We’ve seen a lot of influence in fashion during the previous season, and the trend seems to be stable. We also see great interest from younger consumers, especially in the medium and big cities. There is a real quest for nature, mountains and beautiful surroundings, they need that to escape from their daily life, and they want to do it with style. This drive motivation for our brand, and I think we can say that the future is bright for outdoor in general.

How did war, economy, global warming, overall inflation affect your SS22 sell in plans (delays/ range cancellations/ carry over/stock)?
Well, this very annoying war affected us a lot. Inflation is our main subject right now; we fight to maintain our price at an acceptable level and stay affordable for our consumers. Freight prices are almost back to normal which is great, but the currency rate between the euro and dollar is quite a mess right now. We must play with these parameters season after season with always the willingness to maintain the prices. The other aspects are now easier to manage, we went back to regular lead time with most of our suppliers, we have almost no stock problem since the range is still young and growing quickly. Overall, we manage to stay positive and hope for a better (and stable) situation soon.

What are the major trends in the Outdoor Apparel market next Spring/Summer?
It’s evolving very quickly but we keep seeing the outdoor apparel market share growing in fashion distribution.

What are the most important technical features & materials?
Last summer we launched a new sustainable innovation: circular polyester. It is very innovative because that material is made of recycled garments. As you know, our industry creates so much waste since after use, the products (for most of them) are either trashed or burned and as one of the solutions, we are starting to create a fiber which is based on 40% recycled garment post-consumer use, 60% made from waste of production cuts. We started with this new yarn on shell jacket previous season, and this year we expand the use of it on Hoodies, fleeces and a tee-shirt.

What colours and prints are you featuring in your SS2024 collection?
We have 4 colour story this season 2 for women: Evanescence: Evanescence selects unsaturated past colours, which fade with time, a vaporous print with soft colours, colours that appeal to our imagination and dreams Solar intensity. Solar intensity selects warm energetic and sunny colours with very intense colour accents such as bright orange and  2 for men Eden Garden. Eden Garden selects natural and vegetal colours, which make us aware of the beauty of nature and remind us of the importance of our duty of care towards it.

What about silhouettes, looks & styles? Which style(s) do you expect to grow the most in SS2024?
As usual we have plenty of silhouette and marketing looks for SS24. We expect better result and growth on the Hiking silhouette. This is where we put our most technical and iconic pieces, and we will have a strong marketing focus on hike.

What marketing stories and themes are you telling in your Outdoor Apparel line for SS2024?
No marketing stories, just beautiful and highly functionnal clothing.

Anything to add or shout out?
Sure. Big shout out to Vincent, Julien and Jeremy for building and bringing Picture to what it is today. Big thanks to Chris who designed the collection and to Valerie who developed it. Big shout out to the whole Picture Family.

Key products for 2024

Volute 2.5L printed jacket



Our Volute Jacket is a 2.5-layer shell designed for year-round use: lightweight and breathable enough for summertime, yet tough enough and waterproof for any outdoor adventure in colder weather. It features Picture’s exclusive 20K/15K waterproof-breathable Dryplay Membrane reinforced with a Teflon EcoElite™ PFC-free durable water repellent treatment. Eco-engineered with circular polyester and recycled polyester, it also has fully taped seams, an ergonomic hood with a single-point adjustment system and an integrated brim, as well as reflective detailing for full protection when you’re up before dawn or out after sunset. The articulated design offers a great fit as well as unparalleled freedom of movement. This lightweight technical jacket comes equipped with pit-zip ventilation for temperature control, side pockets with zips, and adjustable sleeve cuffs with a hook and loop system. Extremely packable, our Volute Jacket is the ideal jacket to carry with you everywhere, just in case you need it.

Shooner pants



Our tough, technical Shooner Pants will definitely thrill avid hikers. Made with crinkled stretch nylon fabric, we designed the Shooner pants with strategically placed Cordura® panels to reinforce high-friction areas. Their abrasion resistance lets you move through rugged terrain without fear of tearing your pants, while the durable water repellent treatment keeps water at bay. The 4-way stretch construction and adjustable ergonomic elastic waistband offer incredible freedom of movement and comfort. Long zippered side vents from the ankle to the calf provide temperature control and air circulation, while mesh gussets keep everything in place. Equipped with multiple zippered pockets, our Shooner Pants are made for hikes that last all day long and then some.

Backwash tech Hoodie



Our Backwash tech Hoodie belongs to our range of eco-friendly high-performance products designed for multi-day forays into the great outdoors! Warm and breathable, this versatile hoodie follows your every move and dries quickly thanks to our Dry Now technology. The ribbed hem and cuffs, and the ergonomic hood offer additional protection against the elements. Stow any small essentials in the front pouch pocket. Put on this versatile tech hoodie when pushing your limits or just chilling outdoors on a cool summer evening.

Brand Previews


117 Picture Great outdoors

Retail Buyer’s Guides


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