Picture Organic Clothing FW19/20 Women’s Outerwear Preview

Retail Buyers Guide: Women’s Outerwear FW19/20

Brand: PICTURE ORGANIC CLOTHING
Interviewee: Julien Durant, Co-founder

What’s the overall theme behind next year’s outerwear?
Trying to find alternatives to protect the environment is part of our DNA since the beginning and for the FW19, we have a new long-term commitment: Fight against climate change by ending our oil dependence on fossil fuels, including oil.

That is why we are reducing the use of synthetic fibres and increasing the use of alternatives as recycled polyester ou bio-sourced materials in our outerwear range this year.

This process not only includes production but also: packaging, shipping & travel, internal activations, etc.

From which big trends do you take your inspiration? And which other brands, designers, artists or influencers do you follow who shape the style of your brand?
Our inspiration depends on which line we are talking about.

Concerning the Expedition line, we were inspired by brands like Patagonia or North Face which are pioneers in design & technicity. Also, we are inspired by people who always want to stretch the limit during their expeditions!

For the Adventure line, we took inspiration from lifestyle workwear products, from colours and materials from Scandinavian design (wood, cork, steal) or also from brands as Topo Design and Poler to propose something for urban adventurers: technical, to ride, but with an urban design!

Finally, for the Friends line, we inspired ourselves from the running industry and from the Scandinavian architecture lines with pure process colours from Panton card (process blue/green/red, etc).

KEY PRODUCT FOCUS:
What are the three most important products in next year’s range? Why? Please tell us about them.
HAAKON JACKET
58% Recycled polyester, 42% polyester
Out of the Lab and into our collection: our innovative Ispo 2017 award-winning, ProKnit technology, is now available in a hybrid construction for a selection of our most technical Expedition style as the Haakon Jacket.

The unique body-mapping construction, with a mix of woven and knit fabrics, offers maximum waterproofness, breathability, freedom of movement, and durability were you need it the most.
Features :
DryPlay membrane
20l/20k
Hybrid multi-density knit
2 layers stretch
Fully taped seams
YKK waterproof zippers
Coremax lining
Thermal dry system
Curve zipper technology
Underarms zippered vents
Stretch snow skirt
Jacket to pant interface
Wrists gaiters
Adjustable ergonomic hood
Skipass pocket

What’s eco/ethic:
DryPlay recyclable membrane
Recycled polyester, GreenPlus certified
Fair Wear foundation membership
PFOA/PFOS free DWR treatment

TANYA JACKET
57% Recycled polyester, 43% polyester
Features :
DryPlay membrane
20k / 15k
2 Layers ripstop
Fully taped seams
YKK waterproof zippers
Thermal dry system
Half zipper opening
Pouch pocket
Underarms zippered vents
Stretch snow skirt
Jacket to pant interface
Wrist gaiters
Adjustable hem & cuffs

What’s eco/Ethic :
Recycled polyester, GreenPlus certified
PFC Free durable water repellent treatment
Fair Wear Foundation membership

LANDER JACKET
Friends Line
41% Recycled polyester, 59% polyester
Features :
DryPlay membrane
10k / 10k
2 Layers Slub
Critically taped seams
Thermal STD 80GRS Insulation
Thermal Dry System
Recovery Lining program
YKK waterproof zippers
Underarms zippered vents
Stretch snow skirt
Jacket to pant interface
Wrist gaiters
Ribbed hem
Long Fit

What’s eco/Ethic :
Recycled polyester, GreenPlus certified
PFC Free durable water repellent treatment
Fair Wear Foundation membership

What percentage of your outerwear is sold online vs instore, both by yourselves and your retailers? What’s the best way to connect with customers who buy via these different channels?
50/50

Today, the best way to connect with customers is probably a digital strategy, including also social media strategy (social medias & influencers).

Are your price points going up or down? Where does this pressure come from?
Nothing has changed, our prices are staying the same.

What new fits/silhouettes are coming next year?
We keep the same fit guide which works very well: Relaxed & regular fits for jackets + Regular & Straight fit for pants

What’s new in colours/prints?
We chose 1 print by line to help the retailers to work with merchandising, bringing entire silhouette & cross-merchandising.

For the women’s outerwear collection, the designers worked with 2 principal pastel colours (green & pink) and with 3 prints: Camo, Flower & Marble. What we wanted to show is the ephemeral creations from the beauty of nature.

Here’s the place to talk about fabrics, features and technical innovations. Here we’re principally interested in *NEW* technical stories that you haven’t offered to retailers previously.
DRYPLAY RECYCLABLE MEMBRANE
Breathable, durable, keeps you dry in all weather conditions
-First 100% Recyclable membrane
-Textile & membrane can be recycled together like plastic bottles
-Polyurethane (PU) blend laminate membanre
-Waterproof, Windproof, and breathable
-Highly durable
-Keeps the user dry in all weather conditions
-Laboratory and field tested

Any has-been trends that your brand is moving away from?
Producing without thinking of the environment is a has-been trend.
Since the beginning, we are reducing the use of synthetic fibres in our products and increase the use of bio-sourced materials.

What are your top marketing stories for next season? This will help us to put some focus in the right place.
“BE PART OF THE SOLUTION” CAMPAIGN
Today, the fight against climate change requires ending our dependence on fossil fuels, including oil. To start the process, we mapped every aspect of our business, from raw materials to packaging by way of travel and shipping.

Concerning fabric for examples, we are reducing the use of synthetic fibres in our products and increase the use of bio-sourced materials. The perfect example is the Harvest jacket with the biosource membrane, below.

The perfect example is the Harvest jacket with the biosource membrane, below.

PROKNIT TECHNOLOGY
Out of the Lab and into our collection: our innovative Ispo 2017 award-winning, ProKnit technology, is now available in a hybrid construction for a selection of our most technical Expedition style.

The unique body-mapping construction, with a mix of woven and knit fabrics, offers maximum waterproofness, breathability, freedom of movement, and durability were you need it the most.

NEW WWF CAPSULE
A new collection, a new story! Support focusing on our actions to end our dependence on fossil fuels: their expertise, finding solutions together.

DESIGN STORY: ARCHITECTURE & DESIGN INSPIRED
Jeremy, co-founder & head designer, has an architecture background rather than a fashion designer. It allows Jérémy and his team to have a different perspective on product design.

For this collection, the designer team inspired themselves with noble & raw materials, rich wallpapers & details, geometrical lines, etc. It is part of Picture DNA.

BASE LAYER FOCUS: Do you do baselayers? What’s happening here, what’s your base layer strategy next year? Please let us know your tech innovations, materials, colours and price points.
Whatever the adventure or wherever you explore, everyone has experienced quickly changing the weather, from sunny and warm one minute to freezing and wet the next.

Layering is the key to regulating body temperature and to staying warm and dry in any weather, whatever the activity.

We offer a wide range of stylish products to prepare you for any severe changes in weather. Our designers work with sustainable, durable, and technical fabrics such as recycled Polartec® Power Stretch® for freedom of movement, Primaloft® for warmth, Sorona® for arctic conditions, as well as certified recycled polyester and a PFC-free durable water repellent finish.

Our layers are designed using body-mapping construction to place the right fabric in the right place, and to improve freedom of movement, breathability, and comfort.

This range combines eco-friendly materials and a well thought out design to bring you the most functional layers possible!

Concerning colours & prints, we used the same as outerwear & access to propose an easy merchandising.
It is the fastest growing category with new midweight style & base layers program.