Partners in Awesome
I’m psyched to announce a new partnership with Picture Organic Clothing - France's board sports apparel market disruptors, who quickly developed a cult-like following in Europe and are gaining major traction in the US. I'll be managing US PR, focusing on snowsports and surf media. (woot!) Here’s the quick skinny on their story:
Their story is the kind that reignites a spark in those of us who are inspired by seeing pure passion come to life. It’s hard to decide which element of Picture Organic Clothing gets the heart racing more: their hard-earned, grass-roots entrepreneurial success, their steadfast commitment to eco-friendly design and manufacturing, or their refreshing authenticity – everything they do as a business is simply driven by their love for the outdoors, board sports, and sharing these experiences with friends.
Three childhood friends from Clermont-Ferrand, France, Vincent, Julien, and Jeremy founded Picture in 2008 out of a frustration that a majority of technical mountain apparel looked the same, lacking a style that reflected their identity. They were driven by three key missions, each of which they would approach with a fresh vision:
DESIGN Jeremy was an architect by trade, which would provide him a different approach to product design.
PHILOSOPHY Everything they would construct would be made from a minimum of 50% recycled materials or from scrap fabrics.
POSITION They would consider themselves neither a ski nor snowboard brand and see no line dividing the two. First and foremost, Picture would be an environmental action outdoor brand, with a dedication to board sports in its various forms: snow, ski, surf, and skate.
Their success was rapid, opening 70 retailers in France and Switzerland in their first winter season, proving there were others like them who craved something new in this category. 2010 saw the launch of Picture’s first summer collection of recycled board shorts, and every season since, their product line and distribution has grown significantly.
Today, Picture boasts 850 retailers in 33 countries, yet they still hold true to their founding principles and spirit, continually challenging design practices (they’ve received multiple ISPO awards for product innovation), decreasing their carbon footprint, educating their loyal fan base on conservancy, and clearly having a lot of fun every step of the way. The three founding friends still featured in photo shoots and seasonal movies, their branding could be described as quirky or refreshing, depending on one’s sense of humor. But like personal relationships, the more you get to know them, the more you get it, as evident by their cult-like following of believers, ranging in age from 25 to 45. Holding true to their everything-is-better-with-friends philosophy, Picture’s athlete and ambassador program is extensive, including 127 skiers and riders from Europe and North America.
Now entering their fourth winter season with US snowsports retailers, Picture will enter the US surf market in Spring 2017, the seasonal highlight being the launch of their collection of neoprene-free wetsuits, once again challenging the perception of how “green” products look, feel, and perform.