Merrell Outside in London

Outside in the City reframes the outdoors as something immediate and accessible - not a destination, but a mindset. It's about stepping beyond four walls to find clarity, creativity, and connection in the spaces we move through every day.

Creative & Birdwatcher

Ollie Olanipekun

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Meet Ollie, a London creative redefining the outdoors. For Ollie, "It starts outside" means stepping out your front door to find wonder in the city. Through urban birdwatching, he invites everyone to discover an accessible "soft space" for mental clarity, proving that nature's magic is right on our doorstep.

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“What changes in me when I step outside is my mood. I’m immediately uplifted. Wherever I am, whatever I’m doing, as soon as I’m outside, I feel this internal release.”

Through shared experiences rather than staged stories, Ollie shows how even the smallest encounters with nature can transform how the city feels — and how we feel within it.

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“I love watching people transform through birdwatching — through experience, not pictures.”

A reminder that clarity doesn’t live far away. Sometimes, it’s just outside your door.

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Art Directors

Castay Twins

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Juliette and Charlotte Castay, twin art directors who turn the streets of Paris into their studio. With no fixed office and no fixed routine, It starts outside becomes their way of thinking. From quiet details to grand perspectives, they prove that creativity begins the moment you step out and look up.

Full story coming soon.

City collection