Since 2009 Picture Organic Clothing has been on a mission to make technical mountainwear that is mindful of the planet on which we play on, while still keeping their pricing in check for the average punter. We sat down with co-owner Julien Durant to find out more…
How did the idea for starting Picture come about? Who was involved?
Ride, Protect & Share. These three words capture the essence of Picture Organic Clothing. But there is also another story behind the brand: a meeting between three “pals”, Julien, Jérémy and Vincent. We all come from different backgrounds, but chasing a childhood dream and united by that shared passion for boardsports and the desire to create something that reflected our identity, we founded Picture Organic Clothing in 2008. Of course a lot of people who believed in our project helped us, like Vincent’s dad and his partner who really helped us in 2009 during a critical moment concerning the first brand cash flow.
Have you always made outerwear, and if not was it always your intention to move into outerwear?
To exist in the snowboard and mountain industry is to developed technical products. We are passionate about snowboarding and after years, we didn’t find outerwear respecting for real our favorite playground. Our first range was a street line which had directly been associated with our first outerwear range.
Picture have ‘Organic Clothing’ front and centre. Was that the goal from day one – to produce clothing and outerwear that tries to limit its impact on the environment? Why was this important to you guys from the get go?
Yes, the goal from day 1 was to produce organic and recycled outerwear. Jeremy has leaded that vision, as an architect. His own company was specialised in designing eco-friendly and sustainable houses. He was convinced from many years that the future can’t exist without commitment and he pushed us to being fully involved in a sustainable direction. That was our vocation since the beginning.