Alert – Pip Edwards’ activewear label P.E Nation unveils its shock new re-brand after co-founder announced she was ‘stepping away’ from the business

Popular n 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 are a little more cleaner, a little more minimal, but still sophisticated, and still having that element or pop of colour, an element of PE, the DNA of the brand.’

Popular n athleisure label P.E Nation has revealed a new direction, two months after co-founder Pip Edwards (pictured) announced she was stepping away from the brand

The brand’s chief executive Hamish Stuart said they’re opting for a ‘more minimalist approach to its design to appeal to an ageing market. Pictured: A model showcasing P.E Nation’s new designs

In August, Pip revealed she was taking a ‘step back’ from her hugely popular fashion label.

The designer revealed that while she would remain a force at the brand, she will no longer hold the creative director position she took over following the departure of co-founder Claire Greaves in March.

‘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,’ Pip wrote in a lengthy Instagram caption.

‘When [P.E Nation] launched, the success they had was very much on this tomboy, urban street sort of product. You’re talking about a lot of colour splicing, animal prints, and multilayer graphics. It was busy. The product was busy,’ Stuart said

‘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’ she continued.

‘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.’ 

 P.E Nation confirmed Claire was stepping back from the business in March, with Pip taking over as the sole creative director.

The shock decision ended one of Aussie fashion’s longest lasting relationships, and the friends have since been hit by rumours of a falling out. 

Pip and Claire co-founded the athleisure brand in Sydney back in 2015, and turned it into a globally thriving business. 

Both Pip (l) and fellow co-founder Clair Greaves (r) stepped away from the brand this year and Hamish said, customers were looking for something more minimalist in their athleisue