PMO are (in) the Quarry

As a proud inhabitant of the North West sector of the country (who spent may a night raving away up in Llanberis bitd) it’s lovely to see another incredibly cool brand taking to the mountains and quarries of North Wales for their seasonal shoot. This time around it’s Purple Mountain Observatory who have chosen the dramatic Dinorwiq Quarry and the imposing Parys Mountain range to showcase their inspired and innovative AW24 collection. Proving that functional clothing doesn’t have to adhere to a rigid set of designs and colour palettes PMO have ripped up the rule book and taken an aesthetically pleasing approach to create their exciting new range of technical apparel. Sympathetic to both the seasonal changes in climate and the intense environment of the shoot, the new drop is dominated by the use of deeper tones and durable materials such as sturdy mesh ripstop and impenetrable three layer shells. Despite the high performance credentials in many ways they have flipped the whole form follows function approach by creating something that you’d want to wear first and foremost because it looks amazing with the fact that it will keep you soundly protected from the elements being an added bonus.

Check out the new Purple Mountain Observatory AW24 collection HERE.