Pip Edwards' activewear label P.E Nation unveils its shock new re-brand after co-founder announced she was 'stepping away' from the business Pip Edwards admits she was in 'denial' over private health struggle: 'I never thought it would happen to me' By Stephen Bisset For Daily Mail Australia Published: 22:53 EDT, 4 October 2024 | Updated: 22:53 EDT, 4 October 2024 e-mail View comments Popular Australian athleisure label P.E Nation has revealed a surprise new direction, two months after co-founder Pip Edwards announced she was stepping away from the brand.
Chief executive Hamish Stuart said the brand was going for a 'cleaner' and more minimalist approach to its design to appeal to an ageing market. He added that the label's long-term customers were at a 'different stage of their lives and the brand's designs should reflect that change. 'When [P.
E Nation] launched, the success they had was very much on this tomboy, urban street sort of product,' he told The Daily Telegraph . 'You're talking about a lot of colour splicing, animal prints, and multi-layer graphics. 'It was busy.
The product was busy.' Both Pip and fellow co-founder Clair Greaves stepped away from the brand this year and Hamish said, customers were looking for something more minimalist in their athleisurewear. 'What the girls built over the last nine years has been amazing, but the customer is looking for something different,' he said.
'The customer is in a different phase of their life, they're wanting things that.
