Rogue Nation

How to achieve fashion and sportswear world domination: don’t follow the rules

- Genevra Leek

“We’re pretty much the real deal,” declares Pip Edwards, one sneakered foot tucked up on the chair and flanked by an equally relaxed Claire Tregoning in their PE Nation showroom. They’re chatting joint family ski trips, Pilates, basketball and surfing at the beach (Edwards lives in Sydney’s Bondi and Tregoning in Avalon). Friends, co-founders, design partners and superwomen. It’s easy to see how Edwards and Tregoning have built the label that started with a boozy lunch and a name (a play on physical education and Edwards’ initials) into an international success story with 100- plus local and international stockists and a staff that’squad rupled in the past year. Nowadays, if you’re not wearing PE Nation, you’re not in the game. And Edwards and Tregoning are the ideal advertisement for a life lived on the move and kitted out in ”street sport” (because the term athleisure, so 2017).