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Picture Organic Clothing Introduces New Benchmark In Sustainable, Technical Outerwear

The 2020 Demain Jacket combines new solvent-free, PFC-free membrane with first bio-sourced fabric.

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DENVER, CO (January 15, 2020) – Rarely, if ever, has one piece of technical outerwear achieved a new benchmark for both technical performance and sustainability. Until now. Picture Organic Clothing introduces the Demain Jacket – a protective, 3-layer shell, featuring the new Xpore nano-porous membrane and Biosourced Polyester, made from sugarcane waste – two new technologies that advance the eco-focused brand’s quest to wipe out fossil fuels, while keeping mountain shredders protected from nasty weather.

Xpore, the new 25k/20k membrane was developed by consumer electronics giant, BenQ, after years of R&D. It introduces a new method to create the required nano-pores that make a membrane both waterproof and breathable, via mechanical stretching rather than chemicals. The result is the first solvent-free, PFC-free membrane that also happens to be 2x lighter than competing laminates on the market, making it the most sustainable and high-performance membrane launched to date.

“We’ve heavily tested the Xpore membrane against the other leading membranes in the market and have found it to match or beat performance in nearly every metric,” says Julien Durant, Picture Co-Founder. “Coupled with the eco-benefits of its construction, we feel it is the best membrane available today.”

Black rain jacket with chest zippers on white

The Demain’s fabric is Biosourced Polyester, made with 59% sugarcane waste woven with 42% recycled polyester stretch, and is one of the first bio-based materials to hit the technical outerwear market. This new bio-based fabric, derived from sugarcane waste unsuitable for human consumption, will be used as the fabric for their entire Expedition Line – which makes up 30% of their outerwear collection. While Picture has been known for using recycled PET since the brand’s inception in 2008, they see bio-based ingredients as the future in sustainable manufacturing to eliminate their dependence on fossil fuels – a leading contributor of climate change.

“Being able to launch the Biosourced Polyester into this much of the line in year one is a huge step,” explains Durant. “It is just the beginning though. Our plan is to further implement bio-based fabrics into much more of the collection in the following seasons, continuing to chip away at our use of petroleum-based products. It all adds up.”

Combined, the Demain is the most sustainable and technical jacket brought to market and will be available at retail in Fall 2020.

Demain Specs

Fabric: 59% biosourced polyester + 42% polyester
Membrane: 25k/20k Xpore. Solvent and PFC-free
3-Layer construction
Proknit stretch panel at back of neck for freedom of movement across back/shoulders, fitting over hood, and ventilation
PFC-free DWR treatment
Fully taped seams
YKK waterproof zippers
Underarm zipped vents
Stretch snow skirt
Wrist gaiters
Adjustable ergonomic hood
Adjustable hem and cuffs
Interior pockets
MSRP $499.99

For more information, please contact Maro LaBlance at