Picture Mens Outerwear 2023/24 Preview

Retail Buyers Guide: Men‘s Outerwear 2023/24 Retail Buyer‘s Guide
Brand: Picture
Interviewee: MARION BERTRAND, PRODUCT MANAGER

What is the overall theme behind your 2023/24 outerwear range? From which big trends do you take your inspiration?

The new color stories are inspired by the palettes found in nature, sometimes with an aurora borealis theme, or the change of season from autumn to winter, or the cutting of trees and the colors obtained in the drying process, and then in our comfortable interiors decorated in wood.

What new fits / silhouettes are coming out in 2023/24? What pant and jacket styles are most important in your range?

We are introducing a new 3L freeride outfit, long cut and mix of materials, as well as a new “modern snow” silhouette with a relaxed cut

What new colours / prints are you introducing?

We introduce a print entitled Mood which represents a landscape in mountain, with forest, hut, in an effect of painting, in black and white.

Any *NEW* technical stories with regards to fabrics and materials?

We continue with The Circular_, our new sustainability technology, launched in SS23, by putting it on 70% of our outerwear collection.

For FW23, all Picture’s technical pieces will be part of The Circular_ program, made from fabrics using existing waste within our own industry (textile). “Nothing is lost, nothing is created, everything is transformed.”

From recycled outerwear, organic streetwear or biosourced shells, Picture is known to have a never-ending sustainable product innovation policy. But not only. Other processes such as upcycling, waste prevention campaigns, phasing out PFCs or renting service & lifetime repair warranty are amongst other initiatives that lead the brand’s way to circularity.

What are your top marketing stories for 2023/24? This will help us to put some focus in the right place.

The Circular_
Backcountry Touring

Outerwear Best Sellers/Hero products:

LASSEN 3L XPORE JKT
Our most advanced freeride hardshell, the stretch 3-layer Lassen Xpore Jacket offers maximum lightweight breathability and protection for backcountry touring. Made with a sustainable bio-sourced polyester face fabric, it also features an Xpore 25K/20K membrane for unmatched waterproof breathability, reinforced with a PFC-free durable water repellent treatment. While providing maximum protection against the snow and wind, this jacket has pit zips for easy temperature control up any skin track or when breaking trail. We specifically designed the highly-breathable collar for intense efforts on the up or down: just unzip the collar and snap the top to breathe easy. The holes in the flap help to evacuate moisture quickly. For enhanced protection and fit, the helmet-compatible hood, the cuffs, and hem are all adjustable. The strategically placed pockets are practical. This freeride jacket is ready for all your big mountain adventures and is built for the most unpredictable high-output pursuits when ski touring and splitboarding.

Picture Mens Outerwear 2023/24 Preview

NAIKOON JKT
The stretch 2-layer Naikoon Jacket is a lightweight freeride jacket that can literally do everything. Made with a sustainable bio-sourced polyester face fabric from repurposed sugarcane waste, it features a 20K/20K membrane for unmatched waterproof breathability, reinforced with a PFC-free durable water repellent treatment and waterproof zips. Designed for breathability, the pit zips offer additional ventilation when playing hard in the powder. For enhanced protection and fit, the hood, cuffs, and hem are all adjustable, while the stretchy hybrid multi-density knit provides enhanced freedom of movement. Cut for a modern fit, this jacket comes equipped with smart, functional pockets and detailing. Our Naikoon Jacket allows you to effortlessly switch from shredding in the park to riding untracked lines without a second thought.

Picture Mens Outerwear 2023/24 Preview

PAYMA JKT
The 2-layer Payma Jacket is the ideal versatile on and off-piste urban style jacket. Eco-designed with recycled Circular polyester, it features a 10K/10K membrane for unmatched waterproof breathability, reinforced with a PFC-free durable water repellent treatment and waterproof zips. Designed for breathability and warmth, the pit zips offer additional ventilation when playing hard in the powder, while the insulation ensures that you stay toasty warm all day long. For enhanced protection and fit, the hood, cuffs, and hem are all adjustable. Cut for a modern fit and a high collar, equipped with smart, functional pockets and a packable hood, this Payma jacket shell is ready for riding tracked powder all day long.

Picture Mens Outerwear 2023/24 Preview