Brand Presentation PICTURE — story and sustainable commitment

Brand Presentation PICTURE

Do you want to know who is behind the collections that make you dream on the slopes and in the mountains? PICTURE is the story of three friends from Clermont-Ferrand: Julien, Vincent, and Jérémy, who in 2008 decided to turn their passion for skateboarding and snowboarding into an authentic, technical, and committed brand. No marketing fluff: a clear intention: to design high-performance, durable, and responsible products. Since then, PICTURE has grown, but without betraying its roots as riders and adventurers.

Their ambition? To reconcile performance and the planet. Very early on, the brand chose recycled materials, organic cotton, and processes designed to reduce environmental impact. The result: a collection where fresh and colorful design meets technical requirements. And above all: pieces designed to last. Because a repairable product is a product that pollutes less. Want something concrete? PICTURE recovers fabric scraps for linings, favors sea transport, and relies on certified factories.

In 2009, PICTURE was already present in 70 stores in France and Switzerland. Today, the brand exports to over 30 countries with around 700 points of sale, proof that commitment pays off when it is sincere. The team remains young, fast, and engaged: athletes who test each prototype in the field and do not hesitate to correct, improve, and repair. At PICTURE, innovation comes from the field, not from a marketing office.

The range is wide: you can find everyday clothing as well as very technical pieces for the mountains. For long outings or demanding treks, the brand offers technical outdoor clothing designed for freedom of movement, breathability, and durability. The materials are chosen for their robustness: recycled polyester to limit virgin plastic, organic cotton for comfort, and solid finishes for real longevity.

If you practice cross-country skiing, know that PICTURE also develops women's cross-country ski equipment: technical silhouettes, adapted cuts, and materials that wick away sweat without weighing you down. Details matter: ergonomic zippers, reflective pockets, stretch fabrics designed for the skier's movement. These little extras make a difference on an outing.

For winter, the selection is designed to face the mountains: on AlpinStore, we highlight a selection of winter jackets for women that combine waterproof-breathable, insulation, and style. Want a jacket for aggressive freeriding? A cut for strolling in the resort? PICTURE offers mixed options: recycled materials, high-performance membranes, and cuts that protect without trapping you.

If you climb, the brand does not forget climbing: they offer women's climbing shorts designed for freedom of movement, with reinforcements and a cut that follows the demanding positions of bouldering or climbing routes. Lightweight, durable, and designed to move without constraint.

PICTURE does not just talk about ecology in slogans: they implement a selection of eco-friendly materials, certified and traceable. Greenplus Taiwan, Bluesign, GOTS certificates for cotton: everything is verified. We tell you: we choose responsible suppliers, avoid the superfluous, and prioritize transparent partners. This is useful for you too: you know what you are buying and how it is made.

At AlpinStore, our approach aligns with theirs: each product is scrutinized for its composition, origin, and repairability. We also offer eco-responsible outdoor equipment for practices that respect the mountains: bags, jackets, mid-layers, and accessories designed to last and be repaired. When you choose better, you buy less often. It's all beneficial for the planet and for your wallet in the long term.

PICTURE's eco-responsible selection is not limited to fabrics: it is a holistic approach. Waste reduction in factories, logistical optimization (sea transport for most of the production), repair policy, and proactive customer service: all decisions that lower the carbon footprint. They explain, demonstrate, measure. And they are not afraid to adapt their choices to do better.

But we do not forget style: PICTURE knows how to make fashionable pieces without betraying its technical DNA. For those looking for an urban look without sacrificing functionality, we find men's fashion clothing that keeps product quality at the heart of the design. Comfort, fit, and practical details: that's the recipe. Casual meets the mountains.

On the sliding side, the brand also designs women's snowboard pants with adapted cuts, waterproof-breathable fabrics, and reinforcements in the right places. Freeride cut, light freeride cut, knee reinforcements, waist adjustments: each element is designed to improve your day on the board, not just to look good in a photo.

• values: respect for the environment, transparency, product longevity.
• commitments: recycled materials, organic cotton, prioritized repairs.

We can summarize PICTURE in a few concrete axes: a respectful product design, a recognizable aesthetic, and a real strategy for reducing impact. They recover fabric scraps to limit incineration, use up to 50% recycled polyester in many pieces: equivalent to dozens of plastic bottles per jacket: and work with carefully selected factories. The majority of cotton is produced organically and controlled in partner workshops, significantly reducing emissions related to traditional cultivation.

In practice: what does this change for you? More pleasant clothing that lasts better over time and whose production is less toxic. And if something breaks, the policy is clear: we repair. Rather than encouraging disposability, we extend the lifespan. The pieces are designed to be disassembled, altered, and patched. All of this is easily accessible via customer service or partner workshops.

Are you wondering how to choose among their products? Start by defining your needs: duration, intensity, weather conditions. For a technical day in the mountains, aim for waterproof-breathable and adjustable insulation. For an urban outing, prioritize comfort and fit. We, at AlpinStore, advise you honestly: we test, report, and guide you towards solutions that really work.

Finally, community matters: PICTURE remains close to riders and practitioners. Feedback from the field fuels product development. It's a brand that listens, improves, and shares its learnings. If you are among the passionate: contemplative, intrepid, or technical: PICTURE has pieces that speak to you.

• small summer selection: organic cotton t-shirt, lightweight technical sweatshirt, recycled windbreaker.

In short: PICTURE is the meeting between the authenticity of a group of riders and the rigor of an eco-responsible approach. Their goal is not to be perfect, but to progress, transparently and measurably. If you want products that hold up, respect the mountains, and have style, start by taking a look at their collection. We then help you choose what suits you best, according to your use and your requirements.

Want to know more? Browse our product sheets on AlpinStore, read our field feedback, and contact us if you want technical advice. We are here to guide you, without beating around the bush. Because in the end, the mountains are better when shared and preserved.