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Established over 20 years ago.Purple Mountain Observatory: Blurring The Lines Between City And The Outdoors
The line between purpose built outerwear and streetwear is blurring at the moment with people opting to pick up high quality clothing that can take them from the city to the trails. A brand that perfectly encapsulates this is Purple Mountain Observatory, founded in London in 2020 the company was made by outdoor enthusiasts with a focus on function and modern designs using technical materials and gender inclusive silhouettes designed to be worn by anyone, anywhere.
We've taken a few key pieces from their new collection and paired it with the Satisfy Rockers, some Nanga pants and a Peakwork Cap.
From our point of view as a UK independent store its a real pleasure to buy from an independent UK brand and especially one that works in directional and technical outerwear and premium layers. This tends to be the realm of the big name outdoor brands who have the years behind them and deep pockets. Purple Mountain Observatory stands on its own two feet and definitely gives the big boys a run for their money.
We caught up with Matt Braun, Creative Director and Founder at PMO to ask a few questions about the brand, Where it comes from, what it stands for and where it's going...
UI: Please introduce yourself to some of our customers who may not have seen the brand before.
Matt: Hey, I’m Matt, founder of Purple Mountain Observatory. PMO was born during the pandemic, at a time when getting outside became more important than ever. For me, the outdoors has always been a reset, a space to think clearly. With a background in design, I started PMO to create gear I wanted to wear both in the mountains and in the city it’s technical, considered, and built for both worlds.
UI: PMO positions itself between the “urban” and the “outdoors” How do you reconcile the tensions between crafting gear that works in rugged terrain and aesthetics that appeal for city wear? Is this something you even think about when designing PMO products?
Matt: We don’t see urban and outdoor as opposites, they're part of the same lifestyle. So we design gear that holds up on the trail but fits in on city streets. It’s not about compromise; it’s about creating pieces that move seamlessly between both landscapes. Performance is the baseline, aesthetics are part of the function.
Being from the UK we are used to some unpredictable wet weather. I have a waterproof with me on every occasion.
UI: Given your experience working for major brands before PMO, what is a lesson you learned in “Big Brand Land” that you thought PMO should do the opposite of, and how has that shaped PMO’s identity and direction?
Matt: One big lesson from working in “Big Brand Land” was how often decisions were made far from the product, driven by margins, trends, or layers of sign-off. With PMO, I wanted to flip that. Product comes first, always. Every piece starts with a real need and a clear point of view, not a seasonal brief or a sales target. That focus has shaped PMO to be more personal, more intentional, and a lot more agile.
UI: Looking 5 to 10 years ahead, which new directions do you want PMO to explore, whether that’s materials, experiences (like community expeditions or education), or new product categories.
Matt: Looking ahead, I want PMO to keep pushing beyond just product, into experiences, community, and education. The outdoors can be a great equaliser, but a lot of people still feel like it's not for them. I'd love to explore ways to break down those barriers, whether that’s through community expeditions, design workshops, or collaborations that make the space more inclusive. On the product side, I’m excited by material innovation, lower-impact fabrics that don’t sacrifice performance and expanding into new categories that still reflect our dual city-to-mountain DNA.
UI: Can you give us a nugget about PMO that might really surprise our readers?
Matt: People are usually surprised to hear we’re just a team of three full-time, and yet we’ve grown faster than we ever expected. If you’ve emailed or messaged PMO, there’s a good chance you were talking to me directly. We keep things small, hands-on, and personal and that’s how we like it.
