P.E Nation reveals new minimalist design direction after co-founder steps back from creative role

P.E Nation, the Australian athleisure brand, has announced a new minimalist design direction after co-founder Pip Edwards stepped back from her role as creative director. This change comes two months after her announcement. Chief executive Hamish Stuart stated the brand aims to appeal to an older customer base, moving away from its previous busy designs featuring bold colors and patterns. He emphasized the need for a cleaner, more sophisticated aesthetic. Pip Edwards, who co-founded P.E Nation in 2015, will maintain her directorship and shareholding but is pursuing new creative challenges. Her departure marks a significant shift for the brand, which has seen changes in leadership this year.