P.E Nation: Behind the brand with Pip Edwards

We caught up with Aussie entrepreneur and queen of cool Pip Edwards to chat fitness, active fashion and everything in between.

I started off working at Pricewaterhouse Coppers, before transitioning into the fashion industry with my first role at Ksubi. I was initially PR Manager there and then I moved into their womenswear design team. After that I was Senior Creative and Accessories Designer for Sass & Bide, which is where I met Claire Tregoning, my now business partner at P.E Nation. I then moved on to General Pants Co. as Design Director.

Claire and I worked together side by side at Sass & Bide for nearly 5 years. We gained a lot of working knowledge together and respect for each other’s talents, and shared a similar aesthetic, vision and design eye. It is from this working relationship that a great friendship was born, and an incredible trust formed. This foundation has been the key ingredient into building a strong business together.

Our own love for 80’s 90’s street and tomboy vibes influences design. We clash this inherent style with current runway and street trends to create a modern take of who we are.

She is in every woman. She is fun, she is bold, she is confident, she is herself. She loves fashion, she loves fitness, she loves a street tomboy vibe. That essence oozes through who she is and what she wears. She multitasks, she is ambitious, and goes after what she wants.

Every single day. As we grow from strength to strength locally and globally, it continues to blow my mind that women around the world resonate with the brand and can feel what we feel.

Really believe and love what you do and what your brand stands for. It must be authentic to you and your message. Also, product is king. Aim for product excellence and make it relatable.

Always. I live near Bondi Beach, so I can’t not be active. Whether it's soft sanding along the beach, swimming at Icebergs pool, or running the coastal walks…. Being active and thriving on movement is in my DNA.

The foundation of strengthening my core, and fine tuning my muscles. I love that it doesn’t exert a lot of energy, but has incredible end results. I love that it requires patience and concentration and grace.

I have incredible parents that help.

Because the energy and vibe of Sydney is everything! It’s landscape driven and visually stunning. It’s a healthy way of life that is coastal, outdoors and beach oriented.The fresh food, the people, the laid-back vibe, the unique fashion style…. The list goes on!

Soho and Notting Hill.

So many! I'm forever curious about the world.