Pip Edwards
Co-founder of P.E Nation, Fashion Innovator, Brand Builder & Industry Trailblazer
Pip Edwards is a powerhouse in the global fashion industry, best known as the co-founder and former Creative Director of P.E Nation, the iconic active-streetwear brand that redefined the fusion of performance and style.
With a Bachelor of Commerce/Law, Pip began her career in the corporate world, working in global risk management at PWC. However, her passion for creativity and design soon led her to pivot into fashion; first as a PR Manager and later as a Womenswear Designer at the cult label Ksubi. She continued her ascent at Sass & Bide, where she spent five years as Senior Creative and Accessories Designer, before taking on the role of Design Director at General Pants Co.
In 2016, Pip co-founded P.E Nation, a brand that quickly gained global recognition for its bold, 90s-inspired activewear-meets-streetwear aesthetic. The brand’s debut collection sold out within hours, marking the beginning of a meteoric rise that saw P.E Nation stocked in top-tier retailers such as Net-A-Porter, Selfridges, Nordstrom, and David Jones. Pip was the driving force behind the brand’s expansion into menswear, ski wear, footwear, and accessories, always staying true to its ethos of functionality, sustainability, and style. Whether her customers are dropping their kids at school, working out, eating out or heading to work, Pip aims to create something that can be worn across all scenarios.
Beyond fashion, Pip built P.E Nation into a movement, creating a brand that empowers people to look good, feel good, and take on life with confidence by decreasing stress and increasing energy levels. Her hands-on approach across all facets of the business, from creative direction to financial strategy, cemented her reputation as an industry innovator.
In 2024, Pip stepped down as Creative Director of P.E Nation and, in a full-circle moment, returned to Ksubi as Creative Director. With her signature bold vision and deep industry expertise, Pip continues to push the boundaries of fashion, shaping trends and inspiring a global community.