Co-owners of PE Nation go separate ways after 10 years

A decade after launching their brand as a partnership, Pip Edwards and Claire Greaves have made a major announcement.

The owners of one of Australia’s most recognisable fashion brands are parting ways.

Co-owners of PE Nation, Pip Edwards and Claire Greaves, are going their separate ways after 10 years of partnership on their much-loved label.

Going forward, Edwards will take leadership.

In a statement, the company said Greeves had “made the decision to step out of the day to day running of the business”.

In a statement, the company said Greeves had “made the decision to step out of the day to day running of the business”. Picture: Instagram

“Claire will remain on the board and will retain her shareholding as the company continues to thrive in the very creative, visionary hands of Pip Edwards at the helm, along with the board of directors,” the statement read.

“The business has secured and developed an extremely strong product and design team.

“Pip and the company are in complete support of Claire’s transition to pursue other creative endeavours and wish her the absolute best in her next chapter.”

After slaving away in the background for two years, the pair launched PE Nation in 2016 and enjoyed quick success.

After slaving away in the background for two years, the pair launched PE Nation in 2016 and enjoyed quick success. . Picture: Instagram

The athleisure and activewear inspired garments have become coveted items to flaunt in Australia, with celebrities and public figures seen sporting the items.

The label will show “an evolved new look” as part of Australian Fashion Week in May as one of the headline designers.

Greaves previously worked at Sass & Bide, where the pair met, and Edwards boasts high fashion credentials.