“It ain’t a phase, its here to stay, progress and be a way of life.”
There is no question that Pip Edwards is one of the nation’s most influential women in fashion. With an impressive career in the industry as the creative mind behind iconic brands like Ksubi, sass & bide and General Pant Co, it was a no brainer that Pip would go on to launch her own brand.
As a stylist, creative director, designer and now co-founder of P.E nation, it was only natural that when the athleisure brand released its first collection in March 2016, that it would sell out within hours of launching.
We chat to the Bondi cool-girl about the brand, the vision and what’s next for P.E Nation.
What lead you and Claire to start P.E Nation?
It really all began with the realisation that my name-sake initials stood for Physical Education. This was all discussed over a long lunch, and it literally all unfolded from there. Once the name was locked in, it set the vision, what we stood for and what the product would be.
Why did you choose active wear?
Claire and I are naturally sporty and active, and our personal style and aesthetic is street sport. So we really were designing to our own style and take. We knew that there was a lot active wear out there but still not a lot of choice. There was a lot of the same. To fuse active wear with street sport and give the look a street edge and play to how people are actually wearing it, was a new way presenting this category.
What would you say to people who think the trend is ‘just a phase’?
I would say that they obviously have not made that lifestyle choice and don’t understand that its lifestyle shift and a global consciousness towards a more balanced, holistic, happy life. It ain’t a phase, its here to stay and progress and be a way of life.
With 9 successful collections to it’s name and no sign of slowing down, what can we expect to see next from P.E Nation?
We are launching a yoga capsule, a denim capsule, and menswear range in the new year.
With a major collaboration with Reebok already under your caps, do you have any exciting collaborations in the works?
We also have a new era cap collaboration launching at the same time. There is another major collab with another heritage sports brand happening, but not til later into next year. You’ll have to watch this space for that one!
What is your favourite thing about having your own brand?
That we can keep the vision stay true to our essence. It’s awesome to be able to control where the brand goes and what we do with it. I love working on ideas that I can actually make happen!
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