Last month, Pip Edwards resigned as creative director of PE Nation. The move away from the brand she co-founded, and the timing of the announcement just months after the athleisure brand’s successful relaunch at Australian Fashion Week, set tongues wagging.
When announcing her resignation Edwards said she would be “pursuing new creative challenges”. Today, streetwear brand Ksubi has announced Edwards as its new creative director.
It’s a homecoming for Edwards, who started her career at Ksubi in the early ’00s.
Ksubi CEO Craig King – who previously worked alongside Edwards at General Pants Co from 2012 until 2016 – said in a statement, “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 in with her
vision and understanding of the market, combined with her deep history with the brand, is a huge bonus.”
Sharing the news of her appointment on Instagram today, Edwards said “as fate would have it, today I’m announcing my return to Ksubi as Creative Director – a true full-circle moment … 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.”
Edwards and King are both currently in New York, reopening the recently renovated Soho flagship store. Since launching in 1999, Ksubi has built an international following with stores in Los Angeles, Chicago, London and Miami as well as in Sydney and Melbourne. With a penchant for denim and punk-influenced styling, Edwards’s return to the brand will see the label secure a niche as a premium Aussie export.
