purple mountain observatory

Established in 2021 by co-founders Georgia Smith and Matt Braun, Purple Mountain Observatory is a London-based outerwear brand born from a shared passion for the outdoors. Formerly operating as Carrier Goods, the brand rebranded to align with its creative inspiration—the Purple Mountains in Nanjing, China, near where its factory is based. The label emerged during the pandemic with a mission to fill a perceived gap in the market for accessible, high-performance gear that doesn’t compromise on style, blurring the lines between technical function and a modern streetwear aesthetic.\n\nPurple Mountain Observatory is defined by its versatile and innovative apparel, designed to transition seamlessly from city life to mountain trails. The collections feature unisex silhouettes and are noted for experimenting with advanced materials, including technical nylons, waterproof fabrics, and unique heat-reactive textiles that change color with temperature. By offering its products at a more approachable price point than heritage technical brands like Stone Island or Arc'teryx, PMO aims to democratize outdoor gear for a new generation of explorers. The brand has quickly gained recognition through press in Hypebeast and Highsnobiety and fosters a growing community through group hikes and a focus on shared outdoor experiences.