Buying a pair of $179 P.E Nation leggings, a $299 jacket or $129 crop top, is akin to flashing your member’s card at the entrance to the Cool Girl’s Club.
The brand launched in March 2016 with 25 pieces, just as the global activewear industry took flight. International activewear sales are expected to generate $US83 billion in sales by 2020, according to Morgan Stanley.
P.E Nation’s first collection sold out within hours of launching. Now Edwards and Tregoning release four 80-piece collections a year and have introduced new categories – accessories, swimwear, denim and menswear.
“I think a lot of people think [the timing] was quite strategic and it really wasn’t at all. We couldn’t find anything that we wanted to wear that fit our own aesthetic, so we designed it,” Edwards said.
“This is aligned perfectly with the global trend and yes, we will ride this wave. But this is authentic and that’s why it’s resonated so well. It wasn’t as strategic as it appeared to be.”
Khloé Kardashian wearing P.E Nation
What Edwards has been strategic with is harnessing the power of the celebrity endorsement. Most of Khloe Kardashian’s highly publicised “revenge body” transformation occurred while working out in P.E Nation clothes.
She regularly posts videos and photos of herself on social media wearing the brand, as do her sisters Kourtney Kardashian and Kylie Jenner.
“We employ a PR agency in the states and they have a good connection with Khloe,” Edwards said.
“So we sent a little gift pack saying ‘Here’s the brand, take it or leave it’ and she legitimately absolutely loves the brand.
“She now puts in personal orders. She is such a supporter and you can’t ask for better global exposure. She legit trains in it. It’s a testament to the product.”