This year at Australian Fashion Week 2024, Pip Edwards co-founder of Australian leisurewear label P.E. Nation, was seen wearing low-rise Ksubi jeans she’d owned for 23 years along with a very 2000s midriff-baring cami and faux fur. Turns out, it was more than a nod to “indie sleaze”. This morning, the iconic Australian streetwear label announced Pip Edwards as its creative director.
It’s a full circle moment for Edwards, who started her career in fashion with Ksubi in the 2000s when the brand defined Australian 2000s fashion (we’ll never forget those low skinny jeans). Edwards started with Ksubi in 2004 when she was hired as a secretary for her former partner and Ksbui co-founder Dan Single.
Edwards worked her way up through the company before moving to design roles at General Pants and Sass & Bide, and then starting her own phenomenally successful line P.E. Nation in 2016. And it’s a full circle moment for the Ksubi brand. Since its launch in 1999, starting as an anarchic denim label and becoming a mainstay in Australian fashion and a hot export. Ksubi has a loyal following with celebrities like Travis Scott, Taylor Swift and Kendall Jenner and is one of the fastest-growing denim brands in the US, retailing in department stores like Saks and Neiman Marcus and commerce giants like SSENSE.
Edwards will also be reconnecting with Ksbui CEO Craig King, whom she worked with at General Pants Co. from 2012, when she held the position of design director, to 2016, when she formed the athleisurewear brand P.E. Nation.
Edwards said, “From its inception, Ksubi has been at the core of the global cultural zeitgeist, thriving at the intersection of fashion, art, and music. Having been part of the original crew 20 years ago, I’m so excited to join the talented team at Ksubi once again and contribute to their already impressive global success.”
CEO Craig King said he’s excited to work with Edwards, having stayed in touch over the years. “Pip and I have always stayed close, exchanging ideas and bouncing things off each other. We are excited to bring Pip’s creativity and boundless energy into our ranks at Ksubi. To bring someone with her vision and understanding of the market, combined with her deep history with the brand, is a huge bonus.”
This article originally appeared on Marie Claire Australia and is republished here with permission.
