PIP EDWARDS AND CLAIRE TREGONING

“It wasn’t a strategic move at all,” says Pip Edwards. “It really was just an organic idea that started with the name.” That name is P.E Nation, which plays on Edwards’ initials, conjures nostalgia for schoolyard physical education classes, and is globally recognised as the sport-meets-street label that raised the benchmark for activewear internationally.

And while Edwards didn’t set out to target