Familiar Tourist – A Look Behind The Scenes

FAMILIAR TOURIST
Spring Summer 2025 – Purple Mountain Observatory

It started with a misstep.

An unmarked trail, mist curling over the cliffs. The path was unclear. But the jacket felt right. A sample from this very collection. A quiet reminder that even when we’re off course, we carry fragments of familiarity with us.

That moment became the foundation for Familiar Tourist — our Spring Summer 2025 collection.

Familiar Tourist is an ode to the uncharted. A tribute to vast, untamed landscapes and the courage it takes to explore them. It’s a reminder that discovery doesn’t always begin with distance. Sometimes, it starts right where comfort ends.

At PMO, we aim to be a point of orientation on that journey. Offering technical outerwear, advanced materials, and modern silhouettes that remain a constant in unfamiliar terrain. Whether you’re navigating the city or moving further off grid, PMO is the anchor. A familiar companion for unfamiliar paths.

THE CAMPAIGN

With the launch of our Spring Summer 2025 collection, we mark our third year at the intersection of performance design and exploration apparel. Rooted in community and driven by curiosity, PMO continues to shape a new language within the outdoor space — where form meets function and storytelling leads design.

First revealed in Paris last June, SS25 debuted with a high-impact activation in collaboration with Orienteer Mapazine. A roadblock event that drew a global audience and affirmed our place as a disruptive force within technical fashion.

If you weren’t there, where were you?

At its core, PMO is a studio of ideas. A place where fabric becomes narrative.

This season, we expand the Obsidian range, returning with our signature heat-reactive fabrics that adapt to changing climates. Alongside these technical textiles, new silhouettes have been introduced, designed to elevate movement, breathability, and layerability. From lightweight jackets and packable trousers to reworked base layers, every piece is built to perform, whether in the city or middle of nowhere.

IN THE DOLOMITES

This season’s shoot took us to the Dolomites, a place I had never visited but somehow felt like I had. Dreamlike in every sense. Known for its diverse flora and towering rock faces, it’s no surprise it’s become a magnet for travellers. That energy was something we wanted to capture.

Over three days, we navigated not just the elements, but car rental chaos, endless winding roads, and more than a few sugar crashes from too much tiramisu.

We started early at Lago di Braies. Camera bags in one hand, coffee in the other, hoping to beat the swell of tourists all aiming for the same frame. And it worked. Before the crowds arrived, the lake stilled. The clouds lifted. And for a moment, the mountains reflected back at us like something imagined.

From there, we drove up to the Giau Pass. The roads curled through the hills, each bend opening up to new light, new scale, new silence. The weather played its part too. Sunshine one moment, rain the next, thick mist after that. We waited, watched, got soaked, then tried again. That’s the thing about the mountains — they don’t work to your schedule.

That’s the thing about the mountains. They don’t work to your schedule.

Between the shooting and the sprinting, there was food. Really good food. Pasta, fresh bread, well-earned steaks, shared with laughter. And even when we were wet, tired, or chasing that next break in the clouds, the company made it all feel easy.

Two days of scenery, chaos, and creativity. Nothing polished. Everything perfect.

MOVING FORWARD

Familiar Tourist is not just about product. It’s about posture. A way of seeing the world not as something already mapped, but as something always unfolding.

From the windswept ridges of the Dolomites to the hidden alleyways of London, PMO continues to document the modern outdoors with depth and honesty. As we move forward, our goal remains the same — to create gear that performs, inspires, and stays with you. Wherever you end up next.

Thanks for walking this journey with us.