Picture Organic Clothing
Creation date: 2008
Sector: technical textiles / Outdoor
Status: SAS
Employees: approx. 100
SALES 2024: €40M
Site: www.picture-organic-clothing.com
Key fact:
meeting with
Vincent André co-founder of the brand
>> his LinkedIn
The project is the brainchild of Jérémy Rochette, Julien Durand and Vincent André, three friends with a passion for snow sports who have never given up. Their philosophy: nothing is insurmountable – especially not the mountains! Vincent A. put his IT studies on hold to embark on his entrepreneurial adventure in 2008.
And for them, it worked: 17 years later, the trio of purists hasn’t let up, and Picture has reached new heights: sales of 40 million euros for 2024.
Ride: the love of gliding
For 15 years, the Picture gang’s success has been based on their love of outdoor sports and the values they convey. “We’re skiers, snowboarders, explorers, surfers, skateboarders… driven by the same energy to make things happen by capitalizing on our passion.” At launch, an Everest stood in their way: the economic crisis of 2008, a saturated market dominated by leaders such as The North Face…
The “ride protect and share” concept was born for these Auvergnats, who had managed to break away from their American model. “The story of Patagonia, a pioneer in responsible textiles, was a great inspiration to us. Even if, afterwards, we were able to assert our singularity.”
Protect: for sustainable fashion
The “organic clothing” label sets the tone.
Recycled, second-hand, repairable for life, responsibly sourced raw materials, water-repellent treatment without harmful products… our commitment is reflected at every stage of production,” stresses V. André. André.
The proof? Picture’s winter 24-25 collection scored 79/100 on Clear Fashion – an independent application that evaluates the impact of clothing according to four criteria: the environment, people, health and animals.
To help change the industry’s regulatory framework, Picture is also involved in the En mode climat association.
Share: a cool attitude
“When we have a screw-up, we often say: ‘It’s serious, but it’s not very, very serious’,” says V. André. André, to illustrate the benevolence that reigns in the office. This benevolence can also be found in the Picture family: a community of passionate sportsmen and women driven by a desire to take care of the environment and act accordingly. The aim is to help riders like France’s Juliette Willmann and American Will Wesson get equipped and on the move.
“These personalities embody our state of mind and convey the values of the brand.”
Picture is also betting heavily on audiovisuals. “We make free-to-view films like Zabardast, which has over five million views on YouTube. For us, it’s an opportunity to showcase the technical nature of our products in breathtaking settings”. Originality and offbeat humor are brought to the screen, as in the Belly button fluff project, created in collaboration with Clermont-Ferrand-based production company Riot House.
Conquering the West
For Picture’s co-founder, the Massif Central is a key factor in their success story.
That’s how V.André found himself talking to Jean-Dominique Senard, former head of Michelin, “a chance I’d never have had if I wasn’t from here”.
With a local clientele won over, Picture sets out to conquer the West. The objective for the coming years? “Expand into the North American market and continue to make cool innovations for outdoor sports”.