Pip Edwards, who is a cofounder and creative director of P.E. Nation, is returning to Australian global streetwear brand Ksubi as creative director.
According to a spokesman, Edwards “is taking a step back from her creative director role at P. E. Nation.” She couldn’t be reached for comment. It was learned that Edwards stepped down from P.E. Nation a little under three weeks ago, according to published reports. A spokesman said Edwards is staying on the board of P.E. Nation.
Edwards began her fashion career at Ksubi in the early 2000s. She worked in various roles during the early days of Ksubi, including design, marketing and brand strategy. She will be responsible for creative direction, encompassing design identity, brand image, trend forecasting and design innovation. She will share the duties with creative director Brad Triffitt.
Edwards will split her time among Sydney, London and New York.
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Edwards and Claire Tregoning, two designers who struck a rapport and found a common aesthetic while working together at Sass & Bide, cofounded P.E. Nation in Australia in 2016. The Australian label is known for its street-meets-sportswear offering that has been worn by celebrities such as Joan Smalls, Kylie Jenner and Gigi Hadid.
In 2022, Ksubi and P.E. Nation teamed up to launch a limited-edition womenswear denim collection. Other P.E. Nation collaborations have been with DC Shoes, Rebecca Vallance, Asics, H&M and Reebok, among others.
Over the years, Edwards established herself as one of the leading designers and brand experts in the Australian fashion landscape.
Tregoning stepped down from P.E. Nation last March. Edwards became sole creative director at that time. Edwards and Tregoning are still on the board as substantial shareholders, according to the spokesman.
Since Ksubi’s inception in 1999, the brand has grown into a global streetwear brand known for its denim and its unconventional attitude. The company was created by four surfers who were looking for more rebellious options. Today, Ksubi has retail stores in such cities as New York, Los Angeles, Miami, Chicago, London, Sydney and Melbourne. It has done collaborations with celebrities such as Travis Scott, Kendall Jenner, Juice Wrld, Trippe Redd, and Patty Mills. The brand is carried in such stores as Saks, Neiman Marcus, SSense, Kith, as well as David Jones and Glue Store in Australia.
Edwards’ joining Ksubi also marks a reunion with Ksubi chief executive officer Craig King. Both worked together at General Pants Co. from 2012 where Edwards held the role of design director, until she formed P.E. Nation.
Edwards reports to King.
“Pip and I have always stayed close, exchanging ideas and bouncing things off each other. We are excited to bring Pip’s creativity and boundless energy into our ranks at Ksubi. To bring someone in with the vision and understanding of the market, combined with her deep history with the brand is a huge bonus,” said King.
Edwards added, “From its inception, Ksubi has been at the core of the global cultural zeitgeist, thriving at the intersection of where fashion, art and music meet. Having been part of the original crew 20 years ago, I’m so excited to join the talented team at Ksubi once again and contribute to their already impressive global success.”
