P.E Nation has officially confirmed that the brand’s co-founder Claire Greaves has returned as creative director.
Greaves stepped down from operations at P.E Nation in March 2024, and announced the launch of a beauty brand alongside celebrity Celeste Barber. She re-joined P.E Nation early last year as creative director.
The activewear label believes this marks its next phase of growth, which will be driven by a creative vision that is both commercially disciplined and connected to the brand’s founding identity.
The brand is returning to the bold, colour-driven design language it was founded under.
“P.E Nation has always had a very specific point of view,” Greaves said. “Coming back to lead the creative direction has been about returning to what this brand does best, performance-driven design with a genuine fashion edge, creating pieces people want in their everyday wardrobe.
“We’ve done significant work over the past year, and I’m really proud of where the brand is heading.”
P.E Nation CEO Hamish Stuart said the formal announcement of Greaves' role reflects the strength and cohesion of the leadership team the business has assembled over the past year.
He said that having Greaves back leading creative has been a significant asset to the business.
“Her understanding of this brand, its customer, and its place in the market is unmatched,” Stuart said. “Combined with the commercial and operational team we have built, we are in a strong position to execute on our growth strategy across all three of our key markets”
P.E Nation currently retails through 142 stockists worldwide alongside its owned e-commerce and bricks-and-mortar channels, with international growth a key priority across the United States and United Kingdom markets. The brand was founded in 2016.