The skiwear apparel market has been historically dominated by unsustainable manufacturing practices due to the materials used in the construction of water-resistant and insulated garments. The frequent use of materials that are plastic derivatives such as nylon, polyester and polyurethane, as well as their treatment with a DWR (Durable Water Repellent) which have historically produced by-products that are toxic and likely to persist in the environment.

The founders of Picture Organic Clothing, a trio of friends from Clermont-Ferrand in the French Alps, were determined to use their love for snowsports and their entrepreneurial drive to create products unlike any other in the market: ski apparel that was utilitarian as well as environmentally-friendly in its production. The brand was established with strong values of environmental concern, innovation of design and value for money for the consumer.

A commitment to the environment is evidenced by the fact that all the materials used in the construction of their garments are 100% recycled, organic or responsibly sourced. This in no way detracts from the quality of their ski jackets, ski pants or snow accessories, but in fact, adds value to consumers with growing environmental concerns.

Gaining popularity in the youth ski apparel market due to their bold design choices and versatility, Picture has established a strong market presence in over 30 countries globally and are tireless in their pursuit of spreading environmental awareness through endorsement deals and collaborations with organizations such as the World Wide Fund for Nature (WWF), Henjl and Agence Innovation Responsible (AIR), renowned for their sustainability-related projects.