P.E Nation announces rebranding after co-founder Pip Edwards steps back from creative role

P.E Nation, the Australian athleisure brand co-founded by Pip Edwards, has announced a rebranding just two months after Edwards stepped back from her role as creative director. The brand will now focus on a cleaner, more minimalist design. Chief executive Hamish Stuart stated that the new direction aims to appeal to an aging customer base, moving away from the previous busy designs featuring bold colors and patterns. He emphasized the need for a sophisticated yet simple aesthetic. Edwards, who co-founded P.E Nation in 2015, will retain her directorship and shareholding but will no longer lead the creative vision. This change follows the earlier departure of co-founder Claire Greaves.