FIELD REPORT : OLLIE OLANIPEKUN

‘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 instalment of Field Report throughout Spring/Summer will take place in a different UK city, highlighting the country’s variety of talent and creativity. With Manchester ticked off our proverbial list, we head down south to the country’s capital, London, and the home of Purple Mountain Observatory. 

Rounding off our London series, we connected with Ollie Olanipekun AKA Ollie Ranger, one half of Flock Together, a community-driven birdwatching group, directed towards bringing creativity to people of colour. Throughout his career, Ollie has held various roles within the industry, from running and owning a clothing store in Coventry to trend forecasting to operating a creative agency at 27, with adidas as his first client. However, one thing that has remained constant in Ollie’s personal and professional life is his connection with nature and the outdoors, a topic he cites as a medicine for his ADHD, affording him heightened creative power and clarity. 

PRODUCT MEETS PEOPLE.

What started as a brief stint in the Cub Scouts, under the directive of his parents, led to Ollie starting a birdwatching collective with his co-founder, Nadeem Perera, which has opened up the outdoors to people of colour and women. Before, this space seemed off-limits to Ollie and his friends, but they have made efforts to break down those barriers and make the outdoors a more inclusive space for everyone. 

For us to truly and honestly tell Ollie’s story, we connected with him and discussed the origins of his career, his latest project, OpenAREA, and how that will further activate people in the outdoors, the changes he is seeing in birdwatching, and what a collaboration with Purple Mountain Observatory would look like. 

PMO: For those who might not know, tell us about your life before Flock Together, OPEN Area, and the other projects you’re currently invested in.

OR: I started out playing semi-pro football and eventually opened my own clothing store in Coventry, selling surplus stock from London. This was in the early days when Candy Store in Birmingham was still around; it taught me a lot about fashion, business, and what people connect with. From there, I moved into trend forecasting, which gave me a foundation in how culture moves and the psychology behind fashion. That led to a career in TV and advertising, where I focused on telling stories about marginalised groups – I even won an Emmy for one of those projects (with Channel 4). I eventually joined Adidas and then launched my agency at 27, with Adidas joining me as the founding client. All those experiences gave me a deep understanding of people, systems, and how to build things that matter. That foundation led directly to Flock Together and Open Area.

PMO: What projects are you currently working on and are taking up your headspace?

OR: The biggest project right now is OpenAREA, which officially launches in September. It’s a platform that uses art and creativity to unlock our imagination when it comes to nature. We’re taking everything we’ve learned from Flock Together, along with my background working with global brands, and building something that can actually shift behaviour and thinking. OpenAREA is about activating people. We’re creating a gallery space too, dubbed Allotment, where people can gather, share, experiment, and do things differently. It’s about working with unexpected collaborators and using art to build new kinds of access points. We want to challenge traditional formats and open up new conversations around nature and the environment.

PMO: How did you first get into bird watching?

BR: It actually started as a way to manage my ADHD. I found birdwatching gave me mental clarity; it was like a form of meditation. While running agencies and dealing with pressure, I would go out on walks to escape that overwhelmed feeling. Honestly, I can’t describe it properly, but after these walks I felt like I had a super power, there was this immense energy and focus that I couldn’t gain from anything else. If I’m stuck on a complicated brief or in the middle of an argument, give me an hour in nature and everything resets. It became such a powerful tool for me personally that I needed to share it. In 2020, when people were more disconnected than ever, I wanted to bring that clarity and connection to our community, particularly people of colour, who rarely see themselves in these kinds of spaces. That’s how Flock Together was born.

PMO: In a space like bird watching, which is typically related to a specific demographic, what changes are you seeing?

OR: Change is happening. Traditionally, birdwatching and outdoor spaces in general weren’t built with people like us in mind. There were real barriers to entry. But that’s shifting now. More people of colour and more women are showing up and taking up space. There’s a growing understanding that these spaces should be for everyone. Flock Together has been part of that movement, showing what happens when people see themselves reflected and supported. I’m living proof of the impact it can have.

In the very beginning, before Flock had started, I’d often speak to my close friends about going into the outdoors for a hike, and they just couldn’t grasp the concept. It was something new to them, which just didn’t make sense. Now I’m fortunate to say that their thinking is different, that for me is a change in itself.

Whether it is small or big, we have to keep pushing what we’re doing, and the change will come eventually.

PMO: What’s your go-to bird-watching or outdoor exploring uniform?

OR: I like to keep it light and functional. Shorts, a base layer, a lightweight jacket – something breathable with pockets that actually work. I always think about what I need practically, like space for binoculars. I’ve also been really into how the outdoor uniform is evolving. Brands are moving away from the old khaki-heavy, masculine stuff and embracing colour, interesting silhouettes, and lightweight materials. It makes the space feel more open, more expressive, and a lot more inviting.

PMO: As Flock Together celebrates its fifth birthday, what has changed in those five years in how you operate, the landscape it was started in, and the level you now operate on?

OR: There’s been a real proliferation of community groups in the last five years, which is beautiful to see. But from the beginning, we’ve made it clear that we’re here to protect and platform our community, not just build an aesthetic. That consistency is what has kept us relevant. We didn’t chase trends or money. Even when it was financially difficult, we stuck to our principles. That’s why people still connect with what we do.

PMO: How does living in a city like London influence how you dress, if at all?

OR: London being classified as a national park is an insane stat, but it makes total sense. There’s green space everywhere, if you walk to the end of your road, even if it’s a little square, there’ll be green spots. You have to give the city respect for that. For me, that influences how I dress every day. I might be heading into a meeting or a studio, but I’m walking through Hackney Marshes or Victoria Park to get there. I need clothing that can do both: something that can transition from urban to outdoors without having to overthink it. That blend is key.

PMO: Through your agency, you work with global brands like Google and Netflix, but how do you approach working with smaller, independent brands like Purple Mountain Observatory?

OR: Smaller brands bring a freedom that big brands just can’t offer. The collaboration feels more honest. There’s room to try things, to go a bit weird, to lead with shared values instead of just KPIs. With global brands, it’s often about guaranteed numbers, but I’m more interested in engagement and cultural impact. When a smaller brand comes with a genuine mission and vision, it’s so much more exciting to build something with them.

PMO: If you partnered with Purple Mountain Observatory, how would you ideally envision this panning out?

OR: I’d want to do something left-field, something unexpected. PMO feels like a challenger brand, and I love that. It doesn’t have to be a huge campaign. It could be small and intimate, but if the energy and intention are right, it could have a real impact. I’m interested in partnerships that feel fresh and move the conversation forward.

PMO: As a builder of communities, what is one piece of advice you could give to a brand like Purple Mountain Observatory? 

OR: First, support financially. If a group is self-funded, that kind of backing can change everything. But beyond that, it’s about being clear and honest about what the collaboration is. Don’t just send products and expect content. Ask: What does this community need? What are their ambitions? It’s about building trust and adding real value. Communities aren’t marketing tools — they’re living, breathing things that deserve respect.

PMO: Last question: if you could pick three people, dead or alive, to go for a drink or dinner with, who would you pick and why?

This is a tough one. 

First, I’d have to say Angela Davis, because she’s one of the greatest minds when it comes to systems, resistance, and community building. She was part of the Black Panthers and still has this incredibly open, warm, communicative way of teaching. I went to see her talk at Southbank, and I honestly return to that a lot just to remind myself why we do the things we do. 

Then it would be the designer and architect, Isamu Noguchi, who had such a beautiful, layered understanding of design and how art lives in the world. And finally, it would be Chris Cunningham, because his creative vision is just on another level. Those PlayStation adverts, they’re the one. He’s a wonky storyteller and a master of pushing boundaries.

The three of them together? That’s the kind of dinner where world-changing ideas could actually get mapped out.

Thanks, Ollie, for your insight! Follow Ollie (@ollie_ranger) to keep up to date with OpenAREA and Flock Together. 

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