Pip Edwards steps back as P.E Nation’s creative director
P.E Nation’s Pip Edwards has announced her move to step down as creative director of the brand she co-founded to “pursue new creative challenges”.
Having launched P.E Nation in 2016, Edwards has been at the helm of the business for eight years, growing it into a retail giant reportedly worth over $15 million five years later.
The brand has a presence across Australia and the UK, feelers in the UK and Europe, and is an undisputable retail success.
Earlier this year, she relaunched the athleisurewear brand at Australian Fashion Week, following the departure of co-founder Claire Greaves.
Edwards spoke at Mumbrella360 earlier this year
“Following P.E. Nation’s celebrated and successful re/brand at Sydney Fashion Week, I will be stepping back from the role of P.E. Nation’s creative director, to pursue new creative challenges,” Edwards wrote in an Instagram post on Monday.
“My time leading the brand as creative director has been an incredible run, and while I am handing over that role, I am maintaining my P.E. Nation directorship and substantial shareholding. I am forever grateful for and proud of what we have created, and P.E. Nation will always be in my heart and soul.
“As the brand grew, I grew. And much like the re/birth of P.E. Nation, it is now time for me to pursue my personal re/creation era.
“I want to thank our loyal, committed and amazing P.E. Nation staff and community, both in Australia and abroad, for a phenomenal 10 years of birthing, living and breathing everything P.E. Nation, and for enabling us to collectively reach unforgettable heights.”
Edwards spoke earlier this year at Mumbrella360 on how the start-up grew to be a successful global brand. She recalled the many late nights, financial investments and the emotional cost of the journey.
“But no one touches on the emotional cost. Running out of emotional capital is a real thing. Burnout exists,” she told the crowd in May. She called burnout “one of the hardest parts about being so committed and emotionally connected”, saying that, when engaged and passionate, she “can run on adrenaline and keep going like a machine”.
To watch her session from Mumbrella360, head to Mumbrella Pro.
Mumbrella has contacted P.E Nation for comment.
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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