By Writer 
Pip Edwards is not just a fashion designer; she is a visionary who has changed the landscape of activewear and lifestyle fashion. Co-founder of P.E Nation, one of the most influential activewear brands in the world, Pip Edwards has spent the last decade merging style with functionality to create a brand that resonates with a global audience. Her journey from a corporate job to one of Australia’s most recognizable fashion leaders is a story of passion, resilience, and unmatched creativity.
The Early Days: A Foundation in Business and Style
Pip Edwards was born on April 26, 1980, in Sydney, Australia, and grew up on the city’s North Shore. From a young age, she showed an interest in creativity, which was later reflected in her love for fashion. However, Edwards’s first foray into professional life was far from the world of fashion. After completing her studies in commerce and law at the University of Sydney, she started working at PricewaterhouseCoopers, gaining experience in corporate risk management. This early career was an unusual beginning for someone who would eventually change the global fashion scene, but it gave Edwards the analytical skills and business acumen that would prove crucial when building her own fashion empire.
Edwards’s transition from business to fashion was inspired by a desire to blend creativity with her strong understanding of business. Her background in commerce gave her the edge in navigating the often complex business side of fashion, while her natural affinity for design allowed her to bring innovative ideas to life. This unique combination laid the groundwork for what would eventually become P.E Nation.
Ksubi and Sass & Bide: The Groundwork for a Fashion Career
Before founding P.E Nation, Edwards worked with two significant fashion brands: Ksubi and Sass & Bide. These stints were instrumental in shaping her understanding of the fashion industry. At Ksubi, where she started in PR and later moved to design, Edwards learned the importance of branding, storytelling, and creating garments that resonated deeply with consumers. The edgy, streetwear-focused brand gave her the foundation she needed to understand the core principles of building a fashion brand that could speak to a younger, more rebellious generation.
Her time at Sass & Bide was equally formative. As Senior Creative and Accessories Designer, she worked on creating memorable womenswear collections that struck the perfect balance between bold aesthetics and marketability. This experience taught her the ins and outs of fashion design, from conceptualization to execution. But more importantly, it refined her ability to think about fashion as an experience, rather than just clothing. Edwards realized that fashion should tell a story, connect with people on a personal level, and enhance their lives, not just their wardrobes.
The Birth of P.E Nation: Merging Style with Functionality
In 2016, after years of honing her craft, Edwards co-founded P.E Nation alongside her longtime friend Claire Tregoning. The idea behind P.E Nation was simple but revolutionary: create activewear that not only performed well in the gym but also looked stylish enough to wear out on the street. The brand quickly gained a following for its bold designs, which combined athletic elements with streetwear aesthetics, making it a favorite among fashion-conscious fitness enthusiasts.
P.E Nation’s success can be attributed to Edwards’s ability to predict and understand the cultural zeitgeist. At a time when athleisure was becoming a dominant trend, P.E Nation was positioned perfectly to take advantage of the growing demand for stylish, functional activewear. The brand’s designs often feature retro-inspired color palettes, oversized logos, and sporty-chic silhouettes — all hallmarks of Edwards’s design philosophy, which blends nostalgia with modernity.
P.E Nation didn’t just focus on selling clothes; it created a lifestyle. The brand’s campaigns, collaborations, and retail experiences were all about promoting an active, empowered way of life. Whether it was partnering with global athletes or hosting fitness-inspired events, Edwards and Tregoning made sure that P.E Nation wasn’t just a clothing line but a movement. The brand’s rise was swift and undeniable, capturing the attention of consumers worldwide and placing Edwards firmly at the forefront of the activewear industry.
The Growth of P.E Nation: A Global Phenomenon
What started as a small, Australian-based activewear label quickly became a global fashion phenomenon. P.E Nation expanded into international markets, capturing the attention of fitness enthusiasts, celebrities, and influencers alike. The brand’s success was rooted in its ability to make activewear stylish and accessible, allowing people to wear it not just for exercise but as part of their everyday wardrobe.
Through collaborations with major names in the fashion world, P.E Nation gained exposure beyond the typical activewear market. The brand partnered with international retailers and expanded its online presence, making its products available to a global audience. Edwards’s focus on inclusivity and diversity ensured that P.E Nation’s designs appealed to a broad range of body types, cultures, and lifestyles, reinforcing the idea that fitness and fashion should be for everyone.
One of the key reasons for P.E Nation’s global success is its ability to stay ahead of trends. The brand continuously releases collections that tap into the latest cultural movements, while also staying true to its roots in sport and performance. Edwards and Tregoning’s ability to predict and react to shifting fashion trends has kept P.E Nation at the cutting edge of the industry, while still maintaining its unique identity.
The Future of P.E Nation and Sustainability
As the demand for P.E Nation grew, Edwards was able to steer the brand in a direction that aligned with her personal values of sustainability and ethical business practices. In an era where consumers are increasingly concerned with the environmental impact of their purchases, P.E Nation has made efforts to incorporate more sustainable materials into their collections. From eco-friendly fabrics to more responsible manufacturing processes, Edwards has worked hard to ensure that the brand is not only a leader in style but also in sustainability.
This focus on sustainable fashion is part of a broader trend within the fashion industry, where designers are reevaluating their impact on the planet and making changes to reduce waste, improve supply chains, and create more ethical products. For Edwards, sustainability is about more than just being environmentally conscious; it’s also about empowering consumers to make choices that align with their values. As the fashion industry continues to evolve, P.E Nation’s commitment to sustainability will likely play a key role in its continued success.
A New Chapter: Pip Edwards and Ksubi
In 2024, after nearly a decade of leading P.E Nation, Edwards stepped down from her role as Creative Director, marking the end of one era and the beginning of another. In a move that surprised many, she returned to Ksubi, the brand that first gave her a platform in the fashion world. As Ksubi’s new Creative Director, Edwards is tasked with reinvigorating the brand’s iconic denim heritage while also taking it in a fresh direction. Her return to Ksubi signifies a new phase in her career, one where she can merge the lessons learned at P.E Nation with her deep understanding of streetwear culture and denim design.
At Ksubi, Edwards brings a new perspective to the brand, which has long been known for its edgy, rebellious spirit. Under her leadership, Ksubi is expected to undergo a creative transformation, with new collections that blend the brand’s signature denim aesthetics with modern, forward-thinking designs. The challenge for Edwards is to bring new life to a brand that has been a staple of Australian fashion for years, all while maintaining its core identity. But given her track record with P.E Nation, there’s little doubt that she will rise to the challenge.
The Personal Side of Pip Edwards: Motherhood and Public Life
Beyond her career in fashion, Pip Edwards is also a devoted mother. She has a son named Justice, whom she raised while managing a successful career. Motherhood has influenced Edwards’s design philosophy, as she has always prioritized clothing that is functional, comfortable, and empowering. Her personal experiences as a mother have shaped the way she approaches design, ensuring that the clothing she creates supports women in their multifaceted lives.
Edwards’s life in the public eye has also brought its challenges. As a high-profile figure in both the fashion industry and the media, she has faced scrutiny regarding her personal relationships and lifestyle. Despite the challenges of living under the spotlight, Edwards has remained authentic, focusing on her values of creativity, empowerment, and self-expression.
Legacy and Impact: A Fashion Leader
Pip Edwards’s legacy as a fashion leader is undeniable. Through her work with P.E Nation and now Ksubi, she has left an indelible mark on the global fashion landscape. Her ability to blend style with functionality has redefined the concept of activewear, while her commitment to sustainability and inclusivity has set a new standard for ethical fashion.
As Edwards continues to innovate and lead in the fashion world, her story serves as an inspiration to aspiring designers and entrepreneurs alike. Her career is a testament to the power of creativity, hard work, and resilience — qualities that have helped her build a lasting legacy in the world of fashion.
In the years to come, we can expect to see even more groundbreaking work from Pip Edwards, as she continues to shape the future of fashion, sustainability, and lifestyle.