FRIEND OF THE BRAND From ‘Sexytary’ to Australian fashion force: the rise and rise of Pip Edwards

This morning, P.E. Nation co-founder and Sydney socialite Pip Edwards announced her official return to clothing brand Ksubi. It comes just three weeks after her surprising resignation as Creative Director of P.E. Nation, the athleisure brand synonymous with her name.

Pip Edwards might now be a household name, but her ever-consistent rise in the notoriously difficult fashion industry didn’t happen overnight. Her journey is a case study worth noting. But one question remains: how did she actually get to where she is today?

In the Beginning: The Building of Ksubi

For those in the know, Edwards was one of the first hires at Ksubi when the brand set up shop 20 years ago. The now 44-year-old was initially hired as the ‘Legendary Sexytary’ by Dan Single. The Sydney Morning Herald recalls Edwards, with her mullet and rat’s tail, assisting the team as they opened their first Bondi Beach store. Single’s indie sleaze vibe had clearly been the yuck to Pip’s yum, and their partnership consequently flourished both professionally and romantically.

Before long, Edwards transitioned into a PR role within the brand, and later became the Womenswear Designer. Off the clock, she and Single became a power couple, cementing their status within the Bondi socialite scene. In 2006, they welcomed their son, Justice Maximus Single—Edwards’ only child to date.

Life Post-Ksubi and Dan Single

Edwards and Single split just two years after Justice was born, and soon after, she left Ksubi altogether. By 2009, Edwards was the Senior Creative and Accessories Designer at Sass & Bide. It was in this role that she met Claire Greaves, Senior Designer at the time—a connection that would eventually lead to one of Australia’s largest athleisure brands.

In 2012, after four years at Sass & Bide, Edwards became Design Director for General Pants Co., continuing to build on her industry expertise. She noted it was “only a matter of time” before she struck out on her own.

The Rise of P.E. Nation

In 2016, Edwards and Greaves launched P.E. Nation, a project they had long yearned to create, and it couldn’t have come at a better time. As Sydney embraced the trend of wearing activewear outside the gym, the market was primed for the brand to thrive.

Just four years after its launch, The Australian Financial Review reported P.E. Nation’s annual revenue at AUD$20 million. Today, the brand has a cult following in Sydney and is sold in 45 countries. Its debut at Australian Fashion Week this year signalled Edwards’ desire to move beyond activewear, dipping her toes back into streetwear—a sign of the brand’s continuing evolution.

Pip and P.E. Nation’s Future

In March, Claire Greaves stepped down from her day-to-day role at P.E. Nation. Her departure surprised many, but it didn’t compare to the shock of Edwards’ resignation just a few weeks ago. Coming off the back of a rebrand, the timing caught the industry off guard to say the least.

Nevertheless, Edwards has now come full circle, returning to Ksubi, the brand she helped build two decades ago. She described the move as a “true full-circle moment,” posting photos with Ksubi CEO Craig King on Instagram.

Known for its denim, Ksubi is a notable departure from the lycra Edwards has come to love, but her keen eye for trends and curating collections makes us quietly optimistic about what’s next for the brand.