picea is more than just the next clothing brand. picea is the unbridled passion of two thoroughbred outdoor athletes to create clothes with real added value, that not only look and function better, but also feel better. One of them is a passionate textile worker and has already built and established a successful brand, the other is a sports retailer with trading experience that is invaluable to picea. With this skill set, the two have set out to create the textile world of tomorrow. Wherever they can, they rely on local textile manufacturers and every collection that they develop together with their know-how is a statement for their Franconian homeland!

The two are called HG (Hans-Georg) and Spitzi and have known each other since childhood. They probably acquired their ecological mindset in the Waldorf kindergarten and take this with them into all their projects. After their childhood years, the two of them spent time together in their youth, whether snowboarding or doing other outdoor activities, and made their first plans for the future. However, for the time being, their paths have separated and each has done his own thing over the last few decades.

When their paths crossed again in 2024 on the slopes of the local Ochsenkopf, it didn't take many conversations to realize: We're going to do this together in the future! And so the idea for picea was born...

And by the way: picea is the Latin name for the spruce that (still) surrounds us in our local forests and provides us with inspiration and strength every day.

picea stands for a new regenerative solution from the fiber to the finished garment. The production-on-demand and zero-waste concept play a major role in product development.

picea stands for local premium performance products that are revolutionizing the textile market. #radikalRegional

Appreciate what's given.

Inspired by our homeland, the area where we grew up and which is full of stories and memories for us, we focus on preserving and protecting this environment. Implementing sustainability is therefore not a wish, but an absolute necessity in the implementation of all our products. We develop resource-saving products that accompany you on your adventures, support you, and are at your side without restricting you. Go outside but leave no trace. Take with you great memories, beautiful pictures and unforgettable moments - that's what really matters in life. Together with picea - your companion for the important moments in life.

The partnerships with Sport FRANK, SYMPATEX, TURNS® fiber cycle, Mützeria and Weberei Wirth give us the opportunity to sustainably transform the supply chain with new regenerative ideas.

With 20 years of textile expertise, we develop the finest sustainable and functional materials in the green hills of our Franconian homeland. We ensure that our production is resource-efficient and that delivery routes are as short as possible within the EU or, if possible, we produce directly on site in our local textile region in northern Bavaria.

When developing materials, we always keep in mind the idea of ​​a circular economy and strictly adhere to the rules of eco-design. This means that we avoid synthetic fibres, toxic chemicals and dyes wherever possible and we produce our products using as few types of material as possible.

We are breaking new ground in terms of the functionality of the fabrics and benefiting from the expertise of almost 20 years of textile development for the bleed brand. Feeling good in our fabrics is our highest goal and we develop materials that are tailored directly to our customers and offer maximum comfort. We ensure that our products are always recyclable or biodegradable in order to do justice to a circular textile industry.

Our products have to withstand the toughest test on our own bodies - in our forests of the Franconian Forest and Fichtel Mountains, we put them through their paces in a wide range of outdoor sports. If they are not good enough, they will not be produced! This is the only way we can ensure that our developments are good enough.

Franconain textile manufacturing When developing our products, we rely on regional partnerships from our homeland. Our hidden champions in the small textile sectors, coupled with our know-how, give us feedback on our developments and are also available for the production of our products.

Authentically approachable - honest and true We are authentic in our being and in all our steps we do not forget the honesty and truth that we learned from childhood. This is reflected in our relationships with each other, but also with suppliers and customers.

High quality - innovative and forward-looking We ourselves are the benchmark for the development of our products. After many years, we know which materials, membranes, seams and layers are best suited for the respective application. The combination of this knowledge and the consistent further development of what already exists allows us to create new, innovative and forward-looking solutions.

Experience and commitment The basis of our products is the experience gained from 20 years of textile manufacturing coupled with an equally long trading experience. The combination of what the customer needs and what is possible makes our picea brand unique. Behind the picea brand are a handful of extremely dynamic people, each of whom is a specialist in their field, who are committed to our mission and are consistently pursuing this path with full motivation, loyalty and commitment.