Picture Organic Clothing

What Picture Organic Clothing does

Picture Organic Clothing SAS is a French outdoor apparel brand founded in 2008 that designs, manufactures, and sells sustainable technical and lifestyle clothing for snowboarding, skiing, surfing, hiking, trail running, and mountain biking, along with kids' wear and accessories. Its product portfolio spans technical jackets, midlayers, baselayers, swimwear, wetsuits, bags, and helmets, differentiated by a portfolio of eco-engineered materials including EicoPrene (limestone and recycled-tire neoprene alternative), NaturalPrene (FSC-certified natural rubber), Dupont Sorona (plant-based synthetic insulation), 69% recycled polyester from plastic bottles, PFC-free water-repellent treatments, and biodegradable Amni Soul Eco polyamides. Production is distributed across 22 factories with 84% of volume concentrated in two anchor partners (Li Lian in China and Seyfeli in Turkey) and wetsuit manufacturing handled by Sheico in Vietnam; the company publicly discloses factory names, worker counts, and certifications (B Corp, GOTS, Bluesign, Fair Wear, GRS, Oeko-Tex).

The company operates a direct-to-consumer model through its owned e-commerce platform (picture-organic-clothing.com, hosted on Salesforce) and branded Picture Stores in France (Lyon, Annecy, Clermont-Ferrand area) that double as community hubs featuring repair services, upcycling ateliers, and serigraphy workshops. Distribution is supplemented by authorized online resellers and partner retail stores across 40 countries, with free shipping above €100/€150 and 30-day returns. Revenue derives primarily from one-time product sales (technical outerwear, surf wear, outdoor lifestyle, kids, accessories), supplemented by a rental program cataloged as recurring revenue and an outlet channel for discounted prior-season inventory. The brand is reinforced by a Lifetime Repair Warranty (99 years) covering technical products, the Picture Family athlete and documentary program, and ESG partnerships (Surfrider Foundation Europe, Protect Our Winters, Liter Of Light). The company is privately held, bootstrapped with no disclosed external funding, registered as a SAS in Cébazat, France with €178,000 share capital.

Name

Picture Organic Clothing

Legal name

SAS Picture Organic Clothing

Website

https://picture-organic-clothing.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

11–50 employees

Short description

Picture Organic Clothing is a French B Corporation founded in 2008 that designs and sells sustainable outdoor apparel — ski, snowboard, surf, hiking, and mountain biking clothing — using recycled and bio-sourced materials, selling direct-to-consumer via e-commerce and owned Picture Stores across 40 countries.

Ownership category

akta.pro rank

Product category

Sustainable Outdoor Apparel

NAICS

Apparel Manufacturing (315), Sporting Goods Retailers (45911), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Apparel & Other Finishd Prods Of Fabrics & Similar Matl (2300), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industries

Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI), Sports, Outdoor & Adventure Packs Manufacturing (Backpacks/Duffels) (IMAOAHAE), Outdoor Clothing & Footwear Retail (Camping/Hiking/Climbing) (CRAMAMAK), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI), Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI)

Keywords

• Sustainable outdoor apparel
• Recycled polyester clothing
• Eco-friendly ski wear
• Bio-sourced wetsuits
• Organic cotton apparel

Headquarters

HQ city

Cébazat

HQ country

France

HQ region

Europe

Offices7 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: B2C direct sales of sustainable outdoor clothing and accessories through owned e-commerce platform and physical retail stores. Product categories include ski/snowboard jackets, surf wetsuits, hiking apparel, mountain biking gear, and lifestyle clothing for men, women, and kids. Revenue generated from retail and online channels with free shipping threshold of €100 in France.
2. Rental Services: Product rental program allowing customers to rent Picture clothing items. Rental extends product lifecycle and supports circular economy model while generating recurring revenue from the same inventory.
3. Retail Store Operations: Company-operated physical retail stores (Picture Stores) offering in-store experiences including product sales, repair services, upcycling workshops, and serigraphy customization. Stores designed with eco-friendly materials (recycled tires, OSB, PET, recyclable steel).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Picture Organic Clothing designs, manufactures, and sells sustainable outdoor apparel for skiing, snowboarding, surfing, hiking, trail running, and mountain biking. The company produces technical jackets, midlayers, baselayers, wetsuits, and accessories using eco-designed materials such as recycled polyester from plastic bottles, organic cotton, plant-based Dupont Sorona insulation, and bio-sourced neoprene alternatives (NaturalPrene and EicoPrene). Products are sold directly to consumers through the company's owned e-commerce platform and a network of company-operated Picture Stores.

Product overview

Picture Organic Clothing is a French outdoor apparel brand founded in 2008 that designs and sells sustainable clothing for snowboarding, skiing, surfing, hiking, trail running, and mountain biking. The core product portfolio includes technical outerwear (jackets, windbreakers, pants), midlayers (fleeces, sweatshirts, hoodies), baselayers (T-shirts, shirts, thermal tops), bottoms (shorts, pants), swimwear, and accessories (caps, beanies, bags). Key product lines span their main ski/snowboard collection, surf wear featuring bio-sourced wetsuits (NaturalPrene, EicoPrene), the Trinix x Picture cycling collaboration, and an Essentials line of everyday wear. The brand operates a direct-to-consumer model through its e-commerce platform and company-owned retail stores across France, with distribution in 40 countries.

Differentiator

Problem solved

Functional benefit

Products and services

• Ski & Snowboard Apparel Technical jackets, pants, and midlayers designed for alpine sports. Features waterproof-breathable membranes, recycled materials, PFC-free water repellent treatments, and Dupont Sorona plant-based insulation. Built for skiers and snowboarders.
• Surf Wear Swimwear, boardshorts, wetsuits, and surf accessories for surfers. Wetsuits feature bio-sourced materials including NaturalPrene (FSC-certified natural rubber) and EicoPrene (limestone-based) as alternatives to traditional petroleum-based neoprene.
• Outdoor Lifestyle Clothing Casual outdoor clothing including T-shirts, shirts, sweatshirts, hoodies, and accessories designed for everyday use with eco-friendly materials such as organic cotton and recycled polyester.
• Hiking & Trail Running Apparel Technical apparel designed for hiking and trail running activities, featuring breathable fabrics, lighter mobile silhouettes, and outdoor functionality for warmer weather and varied terrain.
• Mountain Bike Apparel MTB-specific clothing including jackets, shorts, gloves, and jerseys with technical features such as Dry Now moisture-wicking technology, laser-cut breathability holes, and water-resistant membranes for trail and mountain biking.
• Kids Collection Sustainable outdoor clothing for children across various activities including ski, snowboard, and surf wear, maintaining the same eco-friendly material standards as adult products for durability and reparation.
• Bags & Accessories Backpacks, duffle bags, waistpacks, caps, beanies, and other accessories made from recycled materials including 100% recycled polyester.
• Trinix x Picture Cycling Collaboration Collaborative cycling apparel line between Picture and Trinix featuring eco-designed cycling apparel with innovative sustainable materials, including the Spread helmet made from recycled EPS and recycled plastic bottles.
• Lifetime Repair Service Free lifetime repair service (99-year guarantee) covering technical jackets, fleeces, technical pants, and backpacks, including products from previous seasons. Extends product lifespan and reduces textile waste.

Quantifiable outcome

• 92% of cotton used is organic, resulting in 46% CO2 emissions reduction compared to conventional cotton
• +5 more outcomes

Named customers2 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

16 partnerships are on record, tiered core and minor.

• Li Lian (Lilian International LTD)coreStrategic or Co-development Partner · 1 January 2008Primary factory partner in Dongguan, China since 2008. Produces technical outerwear in recycled and bio-sourced polyester. 282 workers. Holds Fair Wear Foundation, ISO9001, Sedex (4P), WRAP, CQC, SGS, Accordia, GRS certifications. Responsible for 84% of production volume combined with Seyfeli.
• SeyfelicoreStrategic or Co-development Partner · 1 January 2008Primary factory partner in Izmir, Turkey since 2008. Produces lifestyle products in organic cotton and recycled polyester. 64 workers. Holds Sedex, GOTS, Organic Content Standard, Global Recycled Standard certifications. Responsible for 84% of production volume combined with Li Lian.
• Sheico Group THcoreStrategic or Co-development PartnerPrimary wetsuit manufacturer in Ho Chi Minh City, Vietnam. Produces NaturalPrene (natural rubber) and EicoPrene (limestone-based) wetsuits. 2,924 workers. Holds SGS, Bluesign, ISO9001, SMETA certifications.
• Uçak TekstilminorStrategic or Co-development PartnerSpinning and knitting facility in Torbali, Turkey. Processes organic cotton from Seyfeli factory partnership supply chain.
• Bati BasmaminorStrategic or Co-development PartnerDyeing facility in Torbali, Turkey. Specializes in Oeko-Tex 100 certified fabric dyeing for organic cotton products.
• SökpamminorStrategic or Co-development PartnerCotton ginning facility in Söke, Turkey. Separates cotton fiber from seed for organic cotton supply chain.
• Mission (Family Workshop)minorStrategic or Co-development PartnerFamily workshop near Lyon, France. Designs and manufactures eco-friendly store furniture and fixtures for Picture Stores. Manages concept from design through storage and installation.
• Sunny (Taiwan)coreStrategic or Co-development PartnerPlastic bottle recycling facility in Taiwan. Recycles 2,500 tons (70 million bottles) monthly. Supplies recycled polyester raw material for technical clothing production.
• Jeplan (Japan)minorStrategic or Co-development PartnerTechnology partner for clothing recycling. Developing bio-recycling technology to convert end-of-life garments back into polyester yarn for new products.
• TechteraminorStrategic or Co-development PartnerFrench textile industry cluster supporting clothing collection and recycling initiatives. Partner for textile recycling program.
• Global Organic Textile Standard (GOTS)minorOthersCertification body for organic cotton. Verifies organic content and social criteria throughout supply chain.
• Fair Wear FoundationminorOthersSocial audit organization ensuring fair labor practices at manufacturing facilities. Conducts ongoing audits at Li Lian and other partner factories.
• BluesignminorOthersEnvironmental certification for textile manufacturing. 100% of technical fabrics Bluesign Approved, ensuring no harmful chemicals used in spinning, weaving, dyeing, or lamination.
• Oeko-TexminorOthersTextile certification ensuring no harmful substances in products. Oeko-Tex Standard 100 certified for organic cotton products.
• Rubén Salgado Escudero (Solar Portraits)minorStrategic or Co-development PartnerNational Geographic contributor and creator of Solar Portraits project. Partners on humanitarian photography documenting communities gaining solar access. Two Picture employees participated in Philippines mission.
• Liter Of LightminorStrategic or Co-development PartnerNGO providing solar lighting solutions to off-grid communities. Partnered on Picture Social Program mission to Ambang Mangyan village, Philippines.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Outerknown: California sustainable apparel brand co-founded by surfer Kelly Slater, focused on surf- and outdoor-lifestyle clothing using recycled, organic, and natural fibers. Closely comparable to Picture's surf segment and broader sustainability positioning; targets a similar environmentally conscious outdoor consumer.
• Finisterre: UK-based sustainable outdoor and surf apparel brand with a similar product span (ski-adjacent, surf, hiking, lifestyle) and lifetime repair ethos. Comparable in headcount, brand-led storytelling, and DTC-plus-flagship retail model; primarily regional to the UK but in a directly overlapping category.
• Prana: Fair Trade Certified outdoor and yoga apparel brand owned by Columbia Sportswear. Like Picture, Prana targets eco-conscious consumers with organic cotton, recycled materials, and transparency around supply chain - overlapping most directly with Picture's lifestyle, surf, and hiking categories.
• Houdini Sportswear: Scandinavian (Sweden) outdoor apparel brand built around circularity, recyclability, and rental/repair services. Aligns tightly with Picture's sustainability-led proposition and similar multi-category outdoor scope (skiing, hiking, lifestyle).
• Patagonia: California-based outdoor apparel brand and B Corp that is the most direct competitor to Picture. Both target environmentally conscious outdoor consumers (ski, surf, climb) with verified supply-chain transparency, recycled materials, lifetime repair/warranty programs, and activist brand storytelling. Patagonia is the category-defining reference for sustainable outdoor apparel.

Emerging players

• Ecoalf: Spanish sustainable apparel and footwear brand using recycled materials (incl. ocean plastics) and B Corp credentials. Overlaps with Picture on eco-credentials, recycled fabric tech, and lifestyle apparel, though broader in scope (urban fashion rather than technical outdoor).
• Armedangels: German sustainable fashion label (GOTS-certified, B Corp) focused on organic and recycled apparel. Comparable to Picture's lifestyle apparel and sustainability positioning but primarily urban/holistic rather than outdoor-performance focused.

Broad incumbents

• The North Face: VF Corporation-owned global outdoor brand that is a reference competitor in ski/snowboard and hiking outerwear. Picture directly competes for technical outdoor consumers; TNF's scale and R&D resources frame the competitive ceiling for emerging sustainable challengers.
• Rip Curl: Global surf-wear incumbent headquartered in Australia that overlaps with Picture's surf, swimwear, and wetsuit categories. Provides the established benchmark in neoprene and boardshorts that Picture's NaturalPrene/EicoPrene wetsuits and surf wear compete against.
• Decathlon: World's largest sporting-goods retailer, headquartered in France, with extensive in-house outdoor brands covering ski/snowboard, surf, hiking, and cycling. Competes with Picture across categories but at broader price tiers and scale; relevant as the dominant French outdoor benchmark.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCgbuI1Xv-HS3UKKmkeKM3qw
• Facebookfacebook.com/pictureorganiclothing
• LinkedInlinkedin.com/company/picture-organic-clothing
• Instagraminstagram.com/pictureorganicclothing

Compliance15 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Picture Organic Clothing