Pip Edwards steps back from fashion brand P.E Nation ‘to pursue new creative challenges’ – after shock split with business partner Claire Greaves

Pip Edwards has taken a step back from her hugely popular fashion label PE Nation.

The designer announced on Sunday that while she will continue to play a key role at the brand, she will no longer hold the position of creative director she held following the departure of co-founder Claire Greaves in March.

“Following the celebrated and successful rebranding of PE Nation during Sydney Fashion Week, I will be stepping back as Creative Director of PE Nation to pursue new creative challenges,” Pip wrote in a lengthy caption on Instagram.

“My time leading the brand as Creative Director was incredible. Although I am now handing over that role, I will retain my directorship of PE Nation and my substantial shareholding. I am forever grateful and proud of what we have created. PE Nation will always be in my heart and soul,” she continued.

‘As the brand grew, so did I. And just like the rebirth of PE Nation, it is now time for me to pursue my own personal Re/Creation era.’

Pip concluded: ‘I would like to thank our loyal, dedicated and wonderful PE Nation employees and community, both in Australia and internationally, for a phenomenal 10 years in which we have birthed and experienced all that PE Nation has to offer and together we have reached unforgettable heights.’

Pip’s athleisure brand PE Nation confirmed in March that Claire is stepping down from the business, with Pip, 44, taking over as sole creative director.

The shocking decision marked the end of one of the longest-lasting relationships in Australian fashion, with rumors of a rift between the friends circulating ever since.

“In PE Nation with my business partner – she was the product side. She was a great designer and I was more of the marketing side of things,” she said on The Kyle And Jackie O Show.

While she did not comment on the circumstances that led to Claire’s departure, Pip said she has fond memories of working with her ex-partner, praising him as a “wonderful designer” and raving about how well they worked together.

Pip then provided insight into how the business has changed since Claire left, explaining that there are now many more people working on the brand’s designs.

‘The two of us got together and really kicked ass [P.E Nation] out. But now there’s a team of… a lot, the design team has eight [people]’ she told presenters Jackie O Henderson and Kyle Sandilands.

The designer announced on Sunday that while she will continue to play a key role at the brand, she will no longer hold the position of creative director she took on in March following the departure of co-founder Claire Greaves.

Pip’s comments came weeks after she took a thinly veiled dig at Claire in a social media post amid rumours of a falling out between the pair.

She took to Instagram to share a photo of herself backstage at PE Nation’s first Australian Fashion Week show since Claire’s departure.

In a caption to the photo of herself and her smiling colleagues, she wrote with an apparent smirk: “We did good. My favorite team ever.”

Pip also recently deleted all traces of Claire from PE Nation’s social media, which is apparently telling.

The law removed years of posts promoting the sportswear brand and erased all traces of her former business partner from the page.

Countless photos of the friends attending events together and promoting their brand have now disappeared, as Pip embarks on a new chapter in her professional life.

Pip’s athleisure brand PE Nation confirmed in March that Claire (right) had stepped down from the business, with Pip, 44, taking over as sole creative director

She wrote the touching caption on her post: “The past has been celebrated and now we are paving the way for new beginnings.

‘This fresh start has been initiated by ushering in a new era with a clean slate @penation #penation.’

Following Claire’s shock departure, Pip took on the role of creative director and is now in the process of overhauling and relaunching the brand.

PE Nation said in a statement at the time that Claire would “pursue other creative endeavors” and take her career in a new direction.

The brand told the Daily Telegraph: ‘After 10 years at the helm of PE Nation alongside her friend and co-founder Pip Edwards, Claire Greaves has decided to step down from the day-to-day running of the business.

The shock decision ended one of the longest-lasting relationships in Australian fashion, and the friends have since been hit by rumours of a split.

‘Claire will remain on the Board and retain her shareholding, while the business continues to flourish under the creative, visionary hands of Pip Edwards at the helm, together with the Board of Directors.

‘The company has managed to recruit and develop an extremely strong product and design team.

‘Pip and the company fully support Claire as she transitions into other creative pursuits and wish her all the best in her next chapter.’

Pip and Claire, who recently faced rumors of a split, founded the athleisure brand in Sydney in 2015 and have built it into a thriving global business.