In the Kit Bag: Picture Organic

Picture Organic is the brand that’s hardest to fault on ethics. Anyone who’s done even light reading on sustainability in outdoor clothing has probably come across them. The question is whether the kit itself stacks up. The answer is yes, with some honest trade-offs.

Who they are

Picture Organic Clothing was founded in 2008 in Clermont-Ferrand, France, by a group of childhood friends. The stated goal at founding was to build a sustainability-focused apparel company with the same values as Patagonia, but for their generation.

Key sustainability milestones worth knowing:

2017: eliminated toxic PFCs (the “forever chemicals” in DWR treatments) from their line, ahead of most of the industry
2019: helped develop the world’s first bio-based waterproof-breathable membrane
2019: earned B Corp certification, joining Patagonia and Burton in that tier

Picture uses 100% recycled, organic and responsibly sourced materials across its outerwear. The brand has pushed bio-sourced fabrics, plant-based materials from sugar cane or castor beans, into serious technical ski kit rather than just into T-shirts.

What they make

Picture’s range covers skiing, snowboarding, surfing and outdoor clothing. The ski and snowboard line includes jackets, pants, bibs, base layers, fleeces and accessories, across a range of fits and aesthetics.

The products are designed to perform at a level comparable with mainstream technical brands, but with the materials engineered for lower environmental impact. Waterproof ratings across their main outerwear range are competitive with other mid-to-premium brands.

Who it’s for

Picture suits:

Skiers and snowboarders for whom sustainability is a genuine purchasing factor
Buyers willing to pay a modest premium for verified ethical credentials
People who want their kit to have a story without having to dig for it

Less suited to:

The tightest budgets (Picture generally sits above the budget tier)
Skiers who prioritise raw performance specs and don’t weight sustainability

What I’d buy right now

Picture’s jacket and bib lines are well-regarded. Look for their higher-spec models for main outerwear, and their lighter shells for crossover use. Their base layers and mid-layers are worth consideration even if you buy your shell elsewhere, bringing Picture’s sustainability into your layering system is a sensible way to support the brand without committing to a full kit.

Honest verdict

Picture Organic is one of the few brands where the sustainability claims are verifiable rather than marketing. B Corp certification, PFC elimination, bio-based materials, these are real, publicly documented positions, not vague claims.

The trade-off is price. Picture sits in the mid-to-premium range and does not compete on cost with brands that don’t make the same environmental commitments. That’s honest pricing: sustainability work costs money, and someone has to pay for it.

For any skier who’s thinking about the environmental cost of their kit, and given that skiing is a sport directly affected by climate change, the argument for it is strong, Picture Organic is the brand that does the most to earn the trust.