Julien: “Last year, we decided to focus the next ten years on removing our dependency on any fossil fuels. And not just where the product is concerned, but by looking at all elements of our business.
“Finding better solutions to plastic packaging will be a big focus for us. It remains one of our biggest challenges. Every product that gets distributed is wrapped in plastic to avoid damage in transit. But we produce around 600k products a year, which means a lot of plastic bags! We are now testing new bio-degradable polybag alternatives, and looking at how we can use sugar cane and corn to further reduce our impact. There are options out there but our challenge is to ensure there is no extra cost to our customers.”
In the meantime, they have pledged to collect all plastic waste generated by the distribution of Picture products to retailers and recycle it responsibly.
Julien: “We’ve also set up a workshop group in the industry, bringing brands like Patagonia and Schöffel together to push them all to use bio-degradable polybags and sign up to our recycling initiative.”
“We really want Picture to be an activist company and get involved with more projects. This is why we have just launched our Picture for Good initiative. These projects could be fighting climate change or focussing on corporate social responsibility. This is an important internal commitment for us."
Finally, we ask what has been their proudest moment…
Vincent: “We are proud to be working together as friends. Picture is a friends’ brand. It always will be. Our ethos will never change: Ride. Protect. Share.”
And with that, the lights fade and we are taken on an epic, high-altitude journey deep into Pakistan’s Karakoram range…
Watch the action-packed film here
Shop Picture here