It’s not often you get to return to your roots with more clarity, power and perspective. For Pip Edwards, stepping back into Ksubi isn’t about nostalgia — it’s about evolution. The designer, stylist, and co-founder of P.E. Nation has returned to cult denim label Ksubi as its new Creative Director, nearly two decades after her first chapter there. And this time, she’s rewriting the story — her way.
I spoke to the Australia-based multi-hyphenate about her full circle moment (which was first announced in 2024) and the first campaign under her creative direction, starring global stylist and icon, Veneda Carter.
When asked what drew her back, Edwards doesn’t hesitate: “Ksubi is truly one of Australian fashion’s biggest global success stories. The US is typically a hard market to crack, and I was extremely impressed by the impact the brand has had. I saw it as a great next chapter for me.”
This move comes at a time when creative directors and CEOs are playing musical chairs across the fashion industry — from Matthieu Blazy moving to Chanel and Chemena Kamali making her return to Chloé. Edwards’ return to Ksubi fits into this moment — an era where leaders are being called to bring fresh perspective, grounded in deep brand understanding and long-term vision.
Ksubi’s resurgence in recent years, particularly in the U.S. market, positions it as a rare Australian fashion export with true global recognition. Known for its disruptive spirit, anti-establishment tone, and iconic denim, the brand has become a staple for tastemakers and artists alike.
In many ways, it’s a full-circle moment. But Edwards is quick to clarify that this is more than just a homecoming: “While it feels familiar, I have so much more experience and knowledge. I’m stepping into a whole new chapter of the business, my life and my own personal power.”
With her appointment, she’s also doubling down on the opportunity to grow Ksubi’s womenswear category, which has historically taken a backseat to the brand’s men’s denim. “Womenswear is really having a moment to shine. It’s ‘coming out to play with the boys,’ so to speak.”
It’s this blend of business savvy and creative vision that makes Edwards’ return so impactful. She acknowledges that she can’t simply replicate her playbook from P.E. Nation: “I have to approach Ksubi in a strategic way, learn the existing business, understand the team dynamics, and work my way in from the ground up, which I’m doing under the guidance of my CEO, Craig King.”
Her leadership style is rooted in listening, learning, and then elevating. Her first priority? Aligning brand direction and product, and ensuring that every decision reflects the unapologetic Ksubi DNA — something she says lives in her. “It’s a great time to reignite and amplify that DNA.”
Her debut campaign as Creative Director, starring Veneda Carter, captures this renewed spirit. Edwards describes the model and stylist as a “Ksuper-star,” adding: “Veneda brings to life the Ksubi spirit of being authentic – her fashion authority, credibility, unique unapologetic style makes her a powerful fashion force. Her attitude and energy makes up her Ksuper-power: giving women the confidence to stand in their power and own every room they walk into.”
It’s a sentiment that could just as easily describe Edwards herself.
(The “Ksuper” is a bold, exaggerated take on an ultra-relaxed, low-rise jean. It’s a statement, designed for those who channel an unapologetic energy.)
This campaign also signals a new creative direction that’s rooted in bold femininity, cultural relevance, and self-expression. Ksubi is leaning further into the global conversation around individuality, edge, and the power of showing up exactly as you are. “We’re bringing back life. Celebrating being alive and living life. Even in times of global unrest and uncertainty, we still need to feel connected. We can still have fun and thrive in what makes up the heart of a community and culture.”
It’s not just about fashion — it’s about feeling. And for Edwards, it’s also about personal alignment. Her return to Ksubi isn’t a pivot, it’s a powerful continuation of a story that’s always been part of her creative DNA.
“The Ksubi energy and I are quite in sync,” she explains. “It’s an energy that has always been in me and now learning to express and translate what that means for the brand’s product, creative and culture, is so exciting.”
And if she could tell her younger self — the one just getting her start at Ksubi years ago— what’s ahead? She says: “Never ever in my wildest dreams could I have scripted this. Yet it makes all the sense in the world and feels like I’ve never left.”
For Pip Edwards, it’s not just a return. It’s a bet on experience, instinct, and the undeniable power of showing up as yourself.