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 Australian athleisure label PE Nation has unveiled a surprising new direction, two months after co-founder Pip Edwards announced she would be stepping away from the brand.

Chief executive Hamish Stuart said the brand was taking a ‘cleaner’ and more minimalist approach to design to appeal to an aging market.

He added that the label’s long-term customers were at a “different stage of their lives and the brand’s designs needed to reflect that change.”

‘When [P.E Nation] launched, the success they had was mainly due to this tomboy, urban street-style product,” he shared The Daily Telegraph. “You’re talking about a lot of color splicing, animal prints and multi-layered graphics.

‘It was busy. The product was occupied.’

Both Pip and co-founder Clair Greaves left the brand this year and Hamish said customers were looking for something more minimalist in their casual wear.

“What the girls have built over the last nine years has been great, but the customer is looking for something different,” he said.

‘The customer is in a different phase of his life, he wants things that are a little bit cleaner, a little bit more minimalist, but still refined, and still have that element or accent of color, an element of PE, the DNA of the brand .’

The brand’s CEO Hamish Stuart said they are opting for a ‘more minimalist approach to design to appeal to an aging market. Pictured: A model wearing PE 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 the celebrated and successful re/brand of PE Nation at Sydney Fashion Week, I will be stepping back from the role of PE Nation’s Creative Director, to take on new creative challenges,” Pip wrote in a lengthy Instagram caption .

‘When [P.E Nation] launched, the success they had was mainly due to this tomboy, urban street-style product. You’re talking about a lot of color splicing, animal prints and multi-layered graphics. It was busy. The product was occupied,” Stuart said

“My time leading the brand as Creative Director has been incredible, and as I transition into that role I will maintain my PE Nation directorship and my substantial shareholding.

“I am forever grateful and proud of what we have created, and PE Nation will always be in my heart and soul,” she continued.

“As the brand grew, I grew. And just like the rebirth of PE Nation, it is now time for me to continue my personal Re/Creation era.”

PE Nation confirmed that Claire stepped back from the company in March, with Pip taking over as sole creative director.

The shock decision ended one of Aussie Fashion’s longest lasting relationships, and the friends have since been hit with rumors of a feud.

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

Both Pip (l) and co-founder Clair Greaves (r) left the brand this year and Hamish said customers were looking for something more minimalist in their athleisure