Edwards returns to Ksubi as creative director | kbnmart

Australian streetwear label Ksubi has been expanding rapidly in recent times, and as part of its growth plans, it has just appointed Pip Edwards as its new creative director.

Edwards returns to the brand where she began her fashion career in the early 2000s after working in areas such as design, marketing and brand strategy. During her time there, she is said to have played an instrumental role in shaping the brand’s identity and appeal.

Since then, she has established herself as a sought-after designer and brand expert in Australia, and the company said her fashion and business skills “have been integral to the success of some of Australia’s leading fashion brands”.

After her first stint at Ksubi, she worked at Sass and Bide and General Pants Co., and then co-founded PE Nation.

Her mission in her new role is to think globally with responsibility for creative direction, taking into account design identity, brand image, anticipating trends and innovation in design.

Known for her “beautiful, imperfect denim, funky, rebellious punk attitude,” Ksubi, 25, has a strong global following.

The company has stores in major cities including New York, Los Angeles, Miami, Chicago, London, Sydney and Melbourne. It is also sold through Saks, Neiman Marcus, SSENSE, Kith, as well as David Jones and Glue Store in Australia.

Having just started in her new role, her first job was to visit New York, the brand’s largest market, to open its newly renovated flagship store in SoHo.