Sustainability is one of the main focus points during the production of Picture Organic Clothing. The brand recognizes that the textile industry is responsible for approximately 8% of the overall carbon emissions and is determined to do better.
As their starting point they want to reduce their impact by using materials and processes that are less harmful for the environment.
Did you know that the traditional way to make a snow jacket requires petroleum extraction
Conventional technical polyester fabric (PET) consists of mono-ethylene-glycol (30%) and terephthalic acid (70%), both petro-chemical compounds.
Thankfully other solutions exist. It goes without saying that Picture has been using recycled polyester made from used plastic bottles since the very beginning in 2008. However, the brand is always looking for new solutions to directly or indirectly wipe out its dependence on fossil fuels. Bio-sourcing represents one of these solutions.
What is bio-sourcing?
In the case of a snow jacket, it means creating a fabric partially made with plant material such as sugar cane or castor beans. In general, plants that contain sucrose (beets, sugar cane…) or starch (wheat, corn…) can be transformed into bio-mono ethylene glycol (Bio-MEG) to replace conventional petroleum-based MEG.
Reorienting its strategy towards bio-sourcing represents a major commitment to the environment and to wiping out of the extremely polluting dependence on fossil fuels: oil in this case.
The shell fabric, which is derived from sugarcane waste and blended with recycled PET, reduces carbon emissions by 25% while providing the same level of durability and performance as traditional polyester. Picture’s short-term goal is to expand the use of bio-sourced materials throughout 100% of its technical apparel line.
For this Fall/Winter 21 season, the brand’s outewear ranges are more sustainable than ever, using the biosourced polyester in 60% of the line.
More detailed chemical processes and how bio-sourcing works can be found here.
New Picture Movie: HOME LINES
We probably all have seen their last year's movie edits which focus on just having fun on the mountain with your friends. Also this year the brand is dropping a new edit with the name HOME LINES! The movie is all about freedom. Choose your way up to the mountain to catch the line down you want. Staring Léo Taillefer, Jackie Paaso, Aurelien Lardy & Coline Ballet-Baz.
Searching for adventure in your own backyard makes so much sense. Home Lines adjusts to this new paradigm, choosing to embark on a low impact expedition close to home. No moralizing or judgment implied, just a simple proposition, a yearning, an experience.
Check out the trailer and stay tuned for the full movie release in December 2021:
