Picture Organic Clothing, I made your clothes

Sustainability, environmental protection and an eco-friendly lifestyle seem to have become highly topical issues. There is so much fuss about it and there are many brands that claim as spokespersons. Lately, however, we are beginning to see a reversal trend: the consumer begins to look at the sustainable “trend” with suspicion. In a society where most of the information is now available to everyone, there is an ever growing awareness of purchases and often an item is chosen not only for the object itself but also for the values that the brand represents.
Companies that claim to be environmentally sustainable must therefore be the spokesperson for well-defined values and have a solid work in defense of the environment behind that is reflected in their corporate choices. Sustainability and transparency are two key words that must necessarily go hand in hand. And they are also the pillars on which Picture Organic Clothing is based.

Sustainability
The brand was born in France in 2008 and since its foundation has distinguished itself for the creation of clothing for snowboard, ski, surf and outdoor, realized with sustainable, recycled and bio-sourced eco-friendly materials.
Nowadays the textile industry is responsible for approximately 8% of overall worldwide carbon emissions, the fight against climate change also passes by eliminating fossil fuels and maybe not all people know that the traditional way to make a snow jacket requires petroleum extraction. However, other solutions do exist. One of them is bio sourcing, this means making a plant-based fabric, for example, from sugar cane or castor beans.
Picture therefore decided to immediately venture off the beaten path by using materials and processes to reduce its impact on the environment.
The goal is to be fully responsible for the entire product cycle, from basic materials to packaging and shipping, without forgetting the second life and end of life of each item.
It is important to realize products to last as long as possible in order to reduce the general impact they have on the environment and the brand is committed in repairing the damage that each of its products may incur over time.
Also, shipping goods is one of the main contributors to the climate crisis. The company ships about 450.000 products every year in 40 different countries in the world and this means a huge impact on our ecosystem. From the very start the brand made a commitment to never ship products by plane but only by maritime shipping as well as optimized trucking for local deliveries. Loading an average-size cargo ship represents the equivalent of 1000 Airbus A380 planes and one metric ton of merchandise shipped by rivers and canals emits on average 40 times less than by air.
The electricity used for manufacturing is responsible for 42% of carbon emissions worldwide. This is also one of the core causes of climate change.
Picture is committed to working closely with factories that use renewable sources of energy and to get to know everyone all throughout the supply chain.
The production of Picture clothing takes place mostly in only two factories, which have been working and collaborating with the brand since its foundation in 2008.
We’re talking about the Li Lian factory in Dongguan, China, which manufactures technical garments in recycled polyester and of biological origin and the Seyfeli factory in Izmir, Turkey, which instead takes care of lifestyle-inspired garments in organic cotton and recycled polyester.

Trasparency
The choice of these places is important and supports the concept of transparency that the brand wants to pursue. Why don’t they make most of the products in France? The answer is simple, the brand has always sought to make responsible purchasing affordable to the general public and reach as many people as possible, even those who are not involved in the environmental movement. The entire work process in France would be too expensive and would not make it possible to sell an eco-designed product at the same price as a regular jacket for example.
The brand is a member of the Fair Wear Foundation, an organization that work to improve working conditions for the people who make products in the clothing sector.
Every year, FWF conducts an audit on different brands’ purchasing practices, on their relationships with factories, and on their ability to implement initiatives that benefit workers. In 2019, 100% of the factories that Picture works with participate in FWF’s program and 84% of its production volume currently goes through audits.
In 2018 the brand created Picture For Good, a program and call for responsible projects with the aim of funding and technical support different environmental and humanitarian causes.