Survival Of The Fittest

Activewear Success Story P.e Nation Was Launched With A Lockerload Of Moxie And An Instinctive Feel For What Women Want. Founders And Recipients Of The Vamff National Designer Award Pip Edwards And Claire Tregoning Reveal 2018’s Game Plan To Clare Maclean

- Clare Maclean

Creating and nurturing a healthy fashion business is hard. Launching a brand robust enough to endure an Orangetheory class from day one is almost unheard of. Pip Edwards and Claire Tregoning might be bigger advocates of Pilates, but the pair’s activewear label, P.E Nation, established just two years ago, has enjoyed the kind of growth more aligned with 2018’s answer to F45. Then again, Edwards, an influencer before influencers existed who has worked everywhere from ksubi to General Pants, and Tregoning, a former designer for sass & bide, were well placed to hit the ground running. The pair debuted the label, now instantly identifiable for its black-and-block-colour palette and retro aesthetic, at MBFWA in 2016 with 45 stockists already in the (gym) bag.

Since then they’ve expanded into the US, partnering with stockists including Equinox, released collaborations with Reebok and cult spin-class brand SoulCycle, grown their denim offering and created a menswear line (much loved by their female customers). The Kardashian-Jenners are also big fans of their crop tops and leggings (which, incidentally, are among the top-selling core items). There’s also an ongoing partnership with Woolmark, and last month they took out the prestigious National Designer Award during the Virgin Australia Melbourne Fashion Festival.