‘It’s our biggest market’: Australian label P.E Nation is taking on the US
IT has been worn by some of the world’s most famous bodies … from Kylie Jenner and the Kardashians to Elle Macpherson.
Now Sydney-based activewear label P.E Nation is taking on the lucrative American retail market in a huge way.
“The US actually is our biggest market, it has surpassed Australia,” P.E Nation co-founder and designer Pip Edwards said.
“I was calling it (a recent US trip) ‘Pip for President’ at one point … it’s such a big market for us.
“We have had a lot of interest — we will be spending a lot more time over there.”
P.E Nation already has a string of US stockists, including department stores Nordstrom and Neiman Marcus, as well as Shopbop and Revolve (in Australia, it is sold in David Jones, as well as Stylerunner, The Iconic and its own site pe-nation.com, among others).
The buzzy brand — known for cool-girl staples of leggings, crop tops, tanks and jackets — has also released a second capsule collection for Soulcycle, the popular US cycling fitness chain.
Edwards said there are also plans in the works for New York fashion week in September.
“I think we are heading back in September to have a presence during fashion week for more retail activations and meeting with press,” Edwards said.
Kylie Jenner and her sisters Khloe and Kourtney Kardashian have all sported P.E Nation, even taking to their influential Instagram and Snapchat feeds to spruik the brand.
“We still high-five when we see the Kardashians (wearing the brand),” Edwards said. “They’re such a powerful family.”
P.E Nation is nominated for Virgin Australia Melbourne Fashion Festival’s National Designer Award, to be announced next week.
“It’s exciting for an active brand to be recognised on a designer stage,” Edwards said.
“It’s our goal to become a household name — that will definitely elevate us to the next level.”
Her latest obsession? Body-sculpting P.E Nation bike shorts, as seen on Jenner.
“I am obsessed with bike shorts. It has a retro, 80s, Let’s Get Physical vibe, that’s why I like the bike shorts,” Edwards told News Corp Australia today.
“Anything with bike shorts and an oversized tee, that’s the streetwear look of the moment. People are sending bike shorts down the runway. Balenciaga has done them, it’s never been bigger than right now.”
So how do you pull off bike shorts, P.E Nation-style?
“It’s about proportion. Wear it with an oversized tee or an oversized sweat (top), with socks and trainers, and a massive jacket,” Edwards said.