Pip Edwards is clear about what P.E Nation stands for.
“P.E Nation is about being comfortable, functional, confident, bold. It’s got personality, it’s got attitude, she’s a tomboy, but she knows what she wants and knows how to do it and is really comfortable to wear it,” she said.
But does she think her success comes from people wanting to emulate Pip and the brand?
“100 percent. I have a personal profile in addition to the brand, and I personify that brand and bring that to life through my personal channels,” Pip said.
“We have a very clear aesthetic of what P.E Nation stands for, and then on my channels they see how it’s brought to life, how to wear it, how to live in it, how to style it.”
When it comes to showcasing the brand and how to style it, Pip says Instagram has proved to be the top tool.
“I spent four months prepping the Instagram account for my business before we launched, setting the content and making sure all the pillars of what my business stood for was represented visually,” Pip said.
“You knew what the brand was about; it wasn’t just product, it was creating community and creating a vibe.”
Hear more from Pip talking with Mark Bouris on The Mentor with Mark Bouris podcast at PodcastOne or wherever you listen to your podcasts.