Materials, durability & sobriety
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.
Materials
One curiosity that sparked Picture was one of the founders asking, "We care about what we put in our bodies and making sure that it's organic, what about what we wear on our bodies". From that point, materials have been crucial to the story of Picture. Materials are a way to reduce our impact in climate, water, and biodiversity/ ecosystems, under this last category we can also place human health.
In our last collections, these are the main materials we used. We explain the materials later; some like recycled nylon or elastane don't show up on the diagram below. That's because they don't make a large enough percentage of our collection to show up.
Recycled Materials
Fabrics that can be made from pre- or post-consumer or industrial waste is a notable way to avoid fossil fuel-based materials. We use certifications such as Global Recycled Standard (GRS) and Recycled Claim Standard (RCS).
Organic & Natural Materials
Here we include plant and animal materials. Using plant-based materials means that we can look beyond reducing our negative impact and towards practices that actively sequester carbon and enhance biodiversity. For these, we use certifications such as Organic Cotton Standard (OCS), Global Organic Trade Standard (GOTS), and Recycled Down Standard (RDS).
All other materials
This is our leftover bucket of materials.
Beyond fabrics
Fabrics receive a fair amount of press; however, the dyeing and treatment process are another moment to build a more sustainable product.
Durability
There is a truism to the statement that "durability equals sustainability"; the longer the product lasts, the less impact it has on the planet. There are multiple parts that go into making a product last longer.
In the beginning stages, it's about the design & development.
Next, its spotlight on materials, again. We want materials that have low environmental impact and pose little health risks to workers and ourselves. There's one more thing we want: materials that make a product long lasting. This can be a challenging balance to find. Sometimes the new environmental innovation of a new biodegradable, recyclable fabric is low in quality and the product can only handle 2 years of someone's outdoor adventures. We want gear that can go for a lifetime of adventures. We have to weigh these indicators to come up with the best product.
These above processes all happen inside and our gear is used for the outdoors, that means it must be tested. Our athletes and employees try out products and deliver feedback. This is a way to understand the wear & tear that might happen and how to make something that can withstand that.
Durability is strongly related to quality. We work with a quality standard as the overall accountability measure on top of the processes explained above.
Lastly, there is end consumer (you!) care. We encourage you to take proper care by reading and understanding the care instructions. And we double-encourage you to repair products yourself. Watch youtube videos on sewing or patching gear.. Follow social media accounts to learn more, too. There's a library of knowledge out. If you don't wish to do-it-yourself, we have a lifetime repair warranty.
Sobriety
Sobriety...are we talking about staying away from alcohol? No, but we are talking about staying away from fossil fuels.
Sobriety, as defined by the IPCC, is a set of policies, measures and everyday practices that avoid demands on energy, materials, goods and land, while ensuring the well-being of all humans within planetary limits
What does it mean to an outdoor brand?
We can avoid fossil fuels through using circular polyester, recycled polyester, natural fibers, and more. At the end of the day, we are producing. If we make 100 shirts of normal polyester and 100 shirts of recycled polyester, we still have 100 shirts we must sell. Sell to people who may not need that shirt.
Individual Impact
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!
To buy less new clothes, less new clothes need to be put out on the market. Overconsumption is matched with overproduction. That's why we need sobriety.