The launch of Pip Edwards’ highly anticipated sportluxe line P.E Nation has finally arrived. Mixing active wear, high fashion and nailing the definition of what it means to still look “cool” in gym clothes, the designer has found her niche.
Already a veteran in the fashion industry, 35-year-old Edwards has worked for the likes of General Pants Co., Sass & Bide and Ksubi. Over a year in the works, P.E Nation is now available both online and in stores throughout the southern hemisphere, a huge accomplishment for a line just starting out.
It is clear to see where the hype is coming from when you see the line, it is a perfect mix of chic and cool effortlessly looking put together. Of course being active and looking good does currently come at a cost, however well worth the price tag for pieces that can be worn at any occasion.
“I would love to see it being worn back with denim. The transition in and out of active and leisurewear is how I see P.E Nation. And swapping an amazing pair of kicks for an amazing pair of heels.” – Pip Edwards
An avid fan of living a healthy lifestyle, Edward’s describes the line as what she would wear everyday, a self-confessed fan of going to work in her active wear.
However there is debate about whether the sportluxe look is just a trend, along with the lifestyle that goes along with it (paleo diets and F45 for Edwards). Growing in popularity over the last couple of years, it seems to be going nowhere, showing no signs of slowing down. Edward is certain that this is no phase at all and she is happy to see women being able to look good, feel good and be comfortable all at the same time.
“It’s a lifestyle! The industry is expanding because consumers are pushing for it – denim and active wear is where it’s at. If you look at Instagram, fitness now overrides fashion. Fitness inspiration and health is what we’re all looking to now.” – Pip Edwards
Other Australian brands are embracing this lifestyle movement, such at The Upside by designer Jodhi Meares, which Edwards credits as her favourite label at the moment. Both targeting a similar niche, the designers are embracing the idea of multi-wear fashion, taking items from the gym to work to a night on the town.
Embracing her tom-boy style, Edwards has added boyish vibes to the new label. Pieces are a mix between modern sportluxe and 90’s retro active wear. A perfect combination of staying away from trends and producing timeless pieces for the everyday women.
The collection is now available throughout Australia, be sure to get in quick not to miss out on the next big thing that no doubt everyone will be sporting.
