Ksubi names P.E Nation Co-founder as Creative Director
Designer Pip Edwards has been appointed as the new Creative Director of Ksubi, the Australian-born global streetwear brand where she began her fashion career in the early 2000s.
During the early days of Ksubi, Edwards worked in various capacities including design, marketing and brand strategy, where she was "instrumental" in shaping its identity and appeal.
Since then, she has established herself as one of the leading designers and brand experts in the Australian fashion landscape.
With this new appointment, Edwards will now be responsible for the company's creative direction - encompassing design identity, brand image, trend forecasting and design innovation.
"From its inception, Ksubi has been at the core of the global cultural zeitgeist, thriving at the intersection of where fashion, art, and music meet," said Edwards.
"Having been part of the original crew 20 years ago, I’m so excited to join the talented team at Ksubi once again and contribute to their already impressive global success."
The move also marks a reunion between Edwards and Ksubi CEO Craig King, who both worked side by side at clothing brand General Pants Co. from 2012, where Edwards held the position of Design Director up until she formed P.E Nation in 2016.
"Pip and I have always stayed close, exchanging ideas and bouncing things off each other. We are excited to bring her creativity and energy into our ranks at Ksubi," added King.
"To bring someone in with her vision and understanding of the market, combined with her deep history with the brand is a huge bonus."
Since its inception in 1999, Ksubi has grown into a globally recognisable streetwear brand known for its beautifully imperfect denim, and unconventional and rebellious punk attitude.
The brand has also garnered mass-hype through collaborations with celebrities such as Travis Scott, Kendall Jenner, Juice Wrld, Trippie Redd and Patty Mills.