Pip Edwards has “taken a step back” from her hugely popular fashion label, PE Nation.
The designer revealed on Sunday that while she would continue to work at the label, she would no longer serve as creative director, a role she took over after co-founder Clare Greaves stepped down in March.
“Following the hugely successful rebrand of PE Nation during Sydney Fashion Week, I am stepping down from my role as Creative Director of PE Nation to pursue new creative challenges,” Pip wrote in a lengthy Instagram caption.
“I’ve had an incredible time leading the brand as Creative Director and while I will be transitioning into that role, I will maintain my position on the PE Nation board and a significant ownership stake. I am forever grateful and proud of what we have built, and PE Nation will always be in my heart and soul,” she continued.
“As the brand has grown, so have I, and just like the rebirth/birth of PE Nation, now is the time to pursue my own era of rebirth/creation.”
Pip concluded: “To all the loyal, committed and incredible PE Nation staff and communities in Australia and overseas, thank you for 10 incredible years of living, making and breathing what PE Nation is all about, and enabling us to collectively reach unforgettable heights.”
Pip’s athleisure brand PE Nation confirmed that Claire will leave the business in March, with Pip, 44, taking on the role of sole creative director.
The shock decision marked the end of one of Australian fashion’s longest-lasting relationships and the friends have been hit by rumours of a rift ever since.
Pip Edwards (pictured) has “taken a step back” from her hugely popular fashion label PE Nation.
“When I was with my business partner at PE Nation, she was the product guy. She’s an incredible designer, and I was more of a marketing guy,” she said on The Kyle and Jackie O. Show.
Pip did not comment on the circumstances that led to Claire’s departure, but praised her as a “fantastic designer” and spoke glowingly about how well the pair worked together, saying he had fond memories of working with his former partner.
Pip also spoke about how the business has changed since Claire’s departure, revealing that the brand now has far more talent involved in design.
“It was just the two of us together that really started it, but now we have a team… a lot of team, we have eight people on the design team,” she told hosts Jackie O. Henderson and Kyle Sandilands.

The designer revealed on Sunday that while she will remain a powerful force at the brand, she will no longer retain the role of creative director, a role she took over after co-founder Claire Greaves stepped down in March.
Pip’s comments come just weeks after he appeared to implicitly criticise Claire in a social media post amid rumours of a rift between the pair.
She posted a photo of herself on Instagram taken backstage at PE Nation’s Australian Fashion Week show, the first since Claire left.
“We did great. My favourite team,” she captioned the post in an apparent swipe next to a photo of herself and some smiling colleagues.
Pip recently removed all traces of Claire from PE Nation’s social media, which seems like a significant move.
The move removed years of posts promoting the sportswear brand and all traces of her former business partner from the page.
Gone are the countless photos of the friends attending events together and promoting the brand as Pip begins a new chapter in her professional life.

Pip’s athleisure brand PE Nation has confirmed that Claire (right) will step down from the business in March, with Pip, 44, taking on the role of sole creative director.
She captioned the post with an inspiring message: “The past is celebrated and now we pave the way for a new beginning.”
“This fresh start began with a clean slate to usher in a new era. @penation #penation.”
Following Claire’s shock departure, Pip took over as sole creative director and has overhauled and relaunched the brand.
At the time, PE Nation said in a statement that Claire would be “pursuing other creative endeavors” and taking her career in a new direction.

The shock decision marked the end of one of Australian fashion’s longest-running relationships and the friends have been hit by rumours of a rift since.
The brand told The Daily Telegraph: “After 10 years leading PE Nation alongside friend and co-founder Pip Edwards, Claire Greaves has decided to step back from the day-to-day running of the business.”
“Claire will remain on the board and retain an equity stake and the company will continue to grow alongside the board under the highly creative and visionary management of Pip Edwards.”
“We have secured and developed an extremely strong product and design team.
“Pip and the company fully support Claire as she transitions into other creative endeavors and wish her all the best in her next chapter.”
Pip and Claire, who have recently been subject to rumours of a rift, co-founded the athleisure brand in Sydney in 2015 and have grown it into a thriving global business.

“Following the hugely successful rebrand of PE Nation during Sydney Fashion Week, I am stepping down as Creative Director of PE Nation to pursue new creative challenges,” Pip wrote in a lengthy Instagram caption.