FIELD REPORT : NEIL SUMMERS

‘Field Report’ is an editorial series hosted in collaboration with Purple Mountain Observatory and Ali George Hinkins. It seeks to showcase members of the wider creative community in PMO gear in their chosen field, whether a literal field, a modern cityscape, a workshop, or a studio space. We aim to delve deeply into the subject’s interests, outlets, and disciplines, while showcasing the brand’s Spring/Summer ’25 collection, highlighting how it has transcended its outdoor roots. 

Each series of Field Report throughout Spring/Summer, will take place in a different UK city, highlighting the variety of talent and creativity in the country. This month’s being Manchester.

In the first issue, Morgan set the bar pretty high, but we’re attempting to at least equal that with our next guest, a real Mancunian spirit and cornerstone of everything outdoors and outerwear-related: Neil Summers. Neil has been around the block, to say the least, resulting in a personally and professionally well-rounded individual who has dabbled in a myriad of jobs before following his passion. Aside from an ever-present love of clothing and footwear, Neil first cut his teeth in the industry when he started a website with a workmate about Manchester, later launching his own magazine while consulting and writing for the same brands he grew up admiring. One thing that has remained consistent is his passion for gear and getting out into the world. 

We’re buzzing to dive into his perspective on everything from what makes a great piece of outerwear for the pub and peaks to his early relationship with the outdoors and what that looks like today.

PRODUCT MEETS PEOPLE

PMO: I think it’s fair to say you spin a few tent poles. Can you tell us what they are exactly and which of them you find the most engaging and inspiring from a work and creativity perspective?

NS: A member of a Stockport-based pop band recently described me as a ‘Winston Wolf’ type character, which I took as a compliment. Though please don’t get in touch with me if you accidentally shoot one of your mates and think I can help you, it’s not the 1990s, I’ve moved on. 

Currently, I’m working with the best outdoor clothing brand in the world, Haglöfs; the best tent brand in the world, Heimplanet; and the best denim brand in the world, Nudie, looking after their PR in various capacities. I also do some regular copywriting for the brilliant retailer British Attire, as well as odd bits and bobs for brands like Fred Perry, Birkenstock, Montbell, C.P. Company, and KEEN.

PMO: You have been building Outdoor Licence for a little while now. Can you tell us more about this platform?

NS: Outdoor Licence is the brainchild of me and three mates who are all from Stockport and love hiking, climbing, fell running, camping, nice jackets and the occasional pint. As well as having a site that features news about amazing outdoor products, we also put on communal hikes where everyone is welcome, and it’s all about having a laugh together. Without wanting to come across as evangelical, we want to make enjoying the outdoors as accessible as possible to everyone regardless of class, colour, race, religion or if they wear Quecha boots.

PMO: You originally started working in television – is that correct? If so, how did you transition into this space?

NS: Yeah, in my formative years I had a million random jobs working in factories, courts, call centres, probation, a drug rehab, various European campsites and a Birmingham nightclub, as well as stints as a paintball referee and a private detective. In the early Noughties, I was working for an IT training company that refused to make me redundant even though I had very little work to do. To fill in the time, my workmate and I set up a website that featured our favourite trainers, put up photos of Stockport’s more feral citizens in a section called ‘the Scallery’ and reviewed new music and nights out in Manchester. 

When redundancy finally did appear, I mentioned it to my mate Denise whilst I was DJing with her at Night & Day, during a legendary party called ‘Chips with Everything’, who said she would get me an interview at her place of work. Denise was a producer at ITV and impressed by my sense of humour on the website, she got me a researcher job on ‘You’ve Been Framed’. Despite the immense impostor syndrome and fear of being escorted off the premises at any minute, it turned out I was pretty good at editing funny clips together, and through that, I got to work on loads of different TV shows for the following 12 years.

PMO: The clients you work with are pioneers in their own right. How do you build these relationships, and what piece of advice can you give to younger people looking to lock in similar brands?

NS: Passion is the key. When I discover something brilliant, I still feel an innate need to go and tell everyone about it. Whether that’s a Dub Syndicate album, a podcast about Hells Angels, a cafe selling Cruffins or a banging jacket – I think appreciative recognition for brilliance is important. I guess it’s that drive that led me to make magazines, radio shows, podcasts, etc, which brought me to the attention of various brands who wanted to work with me. My advice is to be passionate and not to ever work with a brand that you don’t love.

PMO: How did you first start getting out and about in the outdoors

NS: I grew up in the Stockport suburbs and spent quite a bit of time in Anglesey as a kid, so I spent a lot of my time running around woods and beaches, but once acid house arrived that pretty much stopped. In my adult life, I did have lots of mates who were into climbing, so I would occasionally accompany them around the Peak District, checking out the gritstone, but generally, Manchester city centre was my universe. 

Luckily, whilst editing the magazine, two brands (Haglofs & Klattermusen) flew me over to Sweden and I got to hike and wild camp in some jaw-droppingly beautiful locations. This is where I got to understand all about the functionality of various products and how important it is to have reliable kit when you’re halfway up a mountain. 

PMO: As someone who’s been around longer than us in the industry, what excites you? What does a brand like PMO do that might tickle that inner excitement?

NS: I think what’s exciting is that via clothing brands people are discovering that enjoying the outdoors is a viable alternative to getting smashed out of your mind in a dark room every weekend. I’ve probably partied more than most, but there definitely comes a time when you need a new hobby, and I discovered the joys of hiking purely through the aesthetics of functional clothing (thank you Haglofs). So, when I see brands like PMO making outdoor gear that you would look perfectly at home wearing to a warehouse party, it gives me a genuine buzz. Just like sportswear, I can remember a time when if you wanted to buy a fleece or a waterproof jacket you would have to go to a real deal outdoor shop and when the assistant would ask you ‘what’s it for?’ have to sheepishly look at the floor and mutter ‘the motorway services after Shelley’s Laserdome’. 

PMO: What’s one of the most memorable projects you’ve worked on in your career

NS: Hard to pick one to be honest, but bringing the Massimo Osti archive to London was pretty cool, as was appearing in a music video with Blossoms. Launching my own brand with my best mate, then going on to do a collab with Barbour still feels unreal too.

PMO: With some considerable knowledge under your belt about the history of Manchester and its relationship with outdoor products, can you talk to us about brand longevity and how a brand like PMO might be contributing to this from your perspective?

NS: I think it’s difficult to second-guess things, but I would say stick to what you believe in, always be your own customer, and never compromise on quality or design. Make it amazing, or don’t bother, is my motto.

PMO: Given the rich history of Manchester regarding outerwear and technical clothing, what do you look for in a piece of outerwear? Is there a specific PMO piece that fits this mould?

NS: I think the key to Mancunian outerwear is subtlety and exclusivity, in that you want to wear something that will make people think ‘what the fuck is that he’s got on?’ rather than ‘what the fuck is that he’s got on?’ do you know what I mean? I’d say both the Stinger and the Climate jacket do this very well.

PMO: What separates a brand like PMO from other outdoor-inspired labels you have seen come and go in your time

NS: It comes back to compromise for me, a lot of brands get to a certain point where they have big orders to fulfil and manufacturers to pay and then start to panic and try to make things as commercial as possible. Unfortunately, this kills what they’re all about and soon makes them become irrelevant and pretty forgettable. You can tell that PMO isn’t after a quick sale and believes in what it’s doing; it’s not easy to make it out there at the moment, but I believe having principles and providing quality over quantity is the best long-term strategy for any brand.

PMO: We know you share the occasional food spot from in and around Manny. Do you want to shout out a couple of your favourite local spots? From a good boozer or chippy to curry house or Turkish.

NS: I genuinely can’t keep up with the food revolution that’s currently happening in Manchester, it’s amazing to see, but as one spot shuts down another two open. Tib Street Tavern is great for food, Schofield’s makes amazing cocktails and Tony’s (next to Wawwa) is the best chippy in Manchester. Though Stockport is really where it’s at with amazing gaffs like Where The Light Gets In, Cafe San Juan, Tyros, Bohemian Arts Club, Mekong Cat, Yellow Hammer and Laco.

Cheers, Neil! It’s always great to hear from you and get a genuine, informed perspective on the comings and goings in and around the outdoors. 

You can find his Instagram here or explore more around Outdoor Licence here.

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