Materials, durability & sobriety

The traditional way to make a snow jacket requires petroleum extraction. However, other solutions do exist.


It all starts here…

The textile industry is responsible for approximately 7% of overall worldwide carbon emissions.

Venturing off the beaten path by using materials and processes to reduce our impact is the starting point for our commitment to the environment.

Source: Quantis, Measuring Fashion, 2018.

The materials we use in 100% of our products

Did you know that the conventional way to make technical fabrics involves crude oil extraction?

However, other options do exist

  • Recycling plastic bottles to make thread, which Picture has been doing since its start in 2008. Now, 69% of the polyester used to make our technical apparel comes from recycled bottles. However, bottles are still petroleum-based item and represent a less than satisfying option over the mid to long term.

  • Innovating with bio-sourcing. In the example of a snow jacket, it means making a plant- based fabric from sugar cane or castor beans. Our short- term goal is to expand the use of bio- sourcing throughout our technical apparel. Our winter 2019/2020 collection started to use this process.

  • Bio-recycling solutions are emerging and we have started to conduct several initial tests. Our objective is to offer a better end-of-life solution for both the industry and the consumer. The ultimate goal through recycling is to create a new polyester thread from used products and then make a new product.

Product durability and lifecycle

Repairs increase a product’s longevity, diminishing its overall impact on the environment. To provide this service, we have worked with repair centers since Picture started in 2008. We do our best to repair the rips, tears, and other damages a product incurs when used.

Starting in fall 2020, our technical products will be covered by our new lifetime repair warranty.

Check out our new Lifetime Repair Warranty

We feel incredibly responsible for what you plan to do with your Picture products.

We have an in-depth FAQ that allows you to take great care of our products. Have you ever wondered how to care for the cork in our caps? Or how to reactivate your jacket’s water repellency without using harmful chemicals?

Read our guidelines

Second life, end of life?

Before you choose to buy new, we encourage you to purchase a second-hand product. Whether a garment or something else, this is one of the most eco-responsible acts you can perform!

A diagram (see below) from a study by Carbone 4, a leading consulting firm in low carbon strategies and climate change adaptation, ranks the most relevant actions needed to reduce our impact as individuals, and at no financial cost.

The calculation is factual and based solely on CO2 emissions, and not on any specific or fashionable trends.

In 5th place, we notice: “Less new clothing”. The most eco-friendly product is always the one you already have and use! Rental of our clothes figures among one of the projects we plan to launch in 2021/2022.

Source: Carbone 4, Doing our fair share for the climate, 2019.

What should you do if the product is no longer wearable?

Upcycling is a good first option. For example, it consists of cutting out different pieces of a jacket to make new items after sewing a seam or two. Pouches, tote bags, covers, you would be surprised at all the things you can make with your old jacket! However, this only puts a band-aid on the problem since, in the end, you can’t recycle the entire jacket. The final option is to recycle.

Bio-recycling solutions are emerging and we have started to conduct several initial tests. Our objective is twofold: offer a real product end-of-life and new product solution. The ultimate goal through recycling is to create a new polyester thread and then make a new product.