The Picture’s Story
2008
We grew up together, sharing a passion for skateboarding and snowboarding. From the streets of our neighborhood Clermont-Ferrand to the Alps, there was always a good excuse to get together for a session.
Jeremy
Julien
Vincent
Back then, Jeremy was working as an architect for the family business. His path was perfectly paved, but he was dreaming of nourishing higher values for sustainability, values he had already introduced in his personal lifestyle.
Vincent was just out of management school and ready for a real professional challenge.
As for myself, I was working in marketing at Coca Cola, in Paris. Far away from the mountains, far away from any kite spot…
See, we were all dreaming of something more, something to fulfill our passion, something that would reflect who we are.
The skateboard and snowboard culture always had a major influence on us. We drew our sense of identity from the counterculture, watching films and following riders that inspired us beyond their rad clothing style.
Then one day, the question came up: Why don’t we start a brand? It made sense. We were all hitting a milestone, begging for newness. And the challenge was crazy, but we wanted to beat the odds!
We were precisely on the same page with one criterion: 100% committed responsibility and sustainability-driven eco-design. The fact that we had to learn everything didn’t kill our motivation: business start-up, fabrics, manufacturing, etc. Bring it on!
Just a few weeks later we were setting up our first headquarter in the backroom of an automobile technical control center! Well, it had to start somewhere 😉 But what about our name as a brand? We wanted a name or a saying that would be meaningful across boundaries, so it had to be in English. It had to be short, yet inspiring. When we watched the snowboard movie « Picture This », released in 2008, we kept the name Picture and the adventure started…
Picture, a clear concept based on strong values:
The best possible environmentally friendly product design. Unique designs that stand out for their fresh colors and valued for their good quality. Cost prices are controlled to make sure that our products are a true alternative to conventional industrial production.
Picture products are made from 100% recycled, organic or responsibly sourced materials.
Everything is connected. The Earth allows us to ride wonderful spots, to share incredible moments with our friends and we want future generations to be able to enjoy the same wealth.
2009
70 stores in France and Switzerland
We roam the globe with our first ever collection, visiting stores to book our first orders! France and Switzerland are the first countries to get enthusiastic about our brand values and products.
First presence for Picture at ISPO, the leading international exhibition for the sport business, in Munich, Germany.
Our booth is probably the smallest in the whole tradeshow, but still we strike the attention! The Alaska In Winter jacket is our first performance piece.
Our first recycled polyester Outerwear collection launch.
2010
Our first recycled polyester boardshorts collection launch
We use the outerwear fabrics and turn winter jackets into summer boardshorts!
Meanwhile, the outerwear collection grows. We add 2 new silhouettes, creating 6 jackets and 4 pants. The Season jacket makes ski and snowboard magazines covers.
Our contrast color blocking style creates a buzz!
PICTURE GOES INTERNATIONAL!
The brand crosses boundaries and grows out of France & Switzerland and into other EU countries. The products hit Russia for the first time.
2011
An ecological innovation: Recovery fabrics to make jacket linings
At the development stage of our 3rd outerwear collection, we’re starting to get the ABCs of the clothing industry and industrial production.
We can’t help but notice the quantity of fabric waste along the manufacturing process, so we decide to salvage the wastes and use the materials in our performance jackets lining: We named this the Recovery Fabrics program.
10 countries – 400 retailers !
Picture continues to grow in Europe and we are gearing up for the United States!
2012
A better control of the supply chain to help reduce our carbon footprint.
We establish partnership with AIR (Agence Innovation Responsable) that will allow us to better manage all of the innovation and sustainability-related subjects.
We set the Picture Your Impact tool,
A carbon footprint calculator that allows us to learn about and optimise our footprint along the product lifecycle.
You can find the tool here and trace your own impact when you buy Picture!
First collection Made in France
Local production is important to us. So, we are proud to present a neck gaiter collection completely made in Annecy, France in partnership with Jonathan & Fletcher. This company is a R&D studio and agency that handles the prototyping stage of Picture’s clothing.
Picture at SIA, in Denver
For the first time, we feature at SIA (Snowsports Industry America), one of the most important national exhibition for the sport business in America, taking place in Denver, Colorado. And a new adventure begins on the other side of the Atlantic!
2013
Double award at the internationally recognised ISPO snow sports exhibition!
The 100% recyclable Welcome jacket wins ISPO Award Gold Winner!
In the same year, we are also awarded « Environmental Excellence » for our responsible actions and sustainable approach.
America!
Our products are finally available in around 60 shops across the US, including Paragon Sports in New York. Now, we are living the dream!
2014
The Second life concept launch
The Rethink Bag and second life unique concept launch.
If one day you can’t find any more use for your pack, you can tear it apart and turn it into whole new products: a wash bag, 2 simple kits and 1 computer sleeve. It’s much better than throwing it away!
The first Picture Innovation Camp launch
2 days of fun and creativity around innovation where we invite consumers to think future projects and products with us.
And the team gets bigger!
Our team grows and there are now 20 people working together in Clermont-Ferrand and Annecy, excluding the international teams working on Picture’s growth, around the world.
2015
Our 7th year in business brings great collabs!
Dad & Son brings together 2 generations, 2 artistic spirits, for a t-shirts collection in a limited series.
«Dad » is René. Jérémy’s father, an architect who loves drawing. They portray a great father-son relationship and a common passion for design.
The second collaboration unites Picture and the 100% Made in France and Made in the Alps, Henjl
Henjl was born after 2 friends who joined their passion for outdoor and clothing. Henry and Jean Louis managed manufacturing and product development for successful brands before they launched their own brand and promoted the French manufacturing expertise. Along with them, we developed a limited collection of authentic products, 100% Merino wool.
Hubber Helmet, The first ever ski/snowboard helmet made from 100% recycled and organically sourced components.
We wanted to make helmets without sacrificing our commitment to sustainability, so after 2 years of research and development around eco-design, we came up with a satisfying combination: First, the shell is made from polylactide, a corn-based, renewable source, high performance polymer.
Second, the polystyrene lining recycles discarded car dashboards from the Japanese automobile manufacturing industry. Then, the chin and ear pads are made from recycled polyester.
We reach the next level commitment to Corporate Social Responsibility (CSR)
In 2014, we issued a recall of Picture backpacks because some seams on the lining presented a weakness. This manufacturing defect was minor and the packs were still usable. So, we decided not to take any risk and withdraw these products from the market.
But then, what happens with 200 damaged backpacks?
We found a solution with Julien’s in-laws who were then working on a school project in Nepal to help kids who have to travel a few dozen kilometers every day to go to school have a better day-to-day life.
Here are a few pictures of the opening ceremony. We gave each one of the kids a Picture backpack. You might notice that some of the backpacks are too big, but we thought: Hey, kids always grow too quickly, right? 😉
2016
Brand new flagship stores open in Lyon and Annecy !
30 countries – 700 retailers. Picture is expanding farther and farther from home and now in Asia and Australia!
2017
An alternative to neoprene: the NaturalPrene
Launch of the brand’s first neoprene free wetsuit using an alternative to the rarely recyclable neoprene fabric: NaturalPrene Stretch Technology is made of 85% Hevea, a natural rubber extracted from a Malaysian plant.
Knitting: from the running industry to the outdoor use
Picture is awarded Gold Winner at ISPO once more for the ProKnit Serie Technology
Our new (e)co-branding
Co-branding with the NGO WWF committed to protecting the natural habitat and ecosystem of 3 animals living in polar climates: Narwhals, bowhead whales and polar bears.
2018
Zabardast, the intimate travel diary of an incredible
freeride expedition into the heart of the Karakoram range.
During five weeks, the crew got deeper and deeper inside Pakistan, the search for one of the most beautiful mountains to ski on the planet, standing at 5880m. An adventure so remote, so high, so committed that no mistakes were allowed. Our movies was awarded 4 Awards with 150 screenings in 30 countries.
I made your clothes
We support the Fashion Revolution movement to promote greater transparency within the garment industry.
Lobbying and activism are powerful tools that should be used for worthy causes. Fashion Revolution serves to denounce major problems, and calls out brands to take responsibility for their actions.
Picture Social Program
In April 2018, Laura and Estelle proudly kicked off the program’s inaugural year. Both women are based in our offices in Clermont-Ferrand, France. Laura works in our customer service department and Estelle in our export sales department.
They worked with volunteers from Rêves Népalais on two main projects:
. Building a new school in Sano, a small mountain village located at 2000 meters elevation and 90km from Katmandu.
. Setting up a temporary medical dispensary.
2019
Harvest Wipe Out
Fossil Fuels
We are always looking for new solutions to directly or indirectly wipe out our dependence on fossil fuels. Bio-sourcing represents one of these solutions. In the case of a snow jacket, it means creating a fabric partially made with plant material such as sugar cane or castor beans, to replace conventional petroleum-based MEG.
Our short-term goal is to expand the use of bio-sourced materials throughout our line of technical apparel.
Shelter
Motivated by a passion and love for the mountains, the five friends travel from hut to hut, observing firsthand the impact of climate change on the Alps. Armed with their climbing skins and a healthy dose of curiosity, they embark on their journey using human-powered means alone.
A journey to explore remote mountains and valleys forged by unique tales of adventure told by their guide Serge, a local Valais icon.
