Australian streetwear brand Ksubi has been expanding fast in recent periods and as part of its growth plans, it has just named Pip Edwards as its new creative director. 

Edwards is returning to the label where she began her fashion career in the early 2000’s having worked in areas including design, marketing, and brand strategy. In her time there, she was said to have been “instrumental in shaping the brand’s identity and appeal”. 

Since then, she’s established herself as an in-demand designer and brand expert in Australia and the company said her fashion and business acumen “has 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 task in her new role is to think globally with responsibility for creative direction, taking in design identity, brand image, trend forecasting and design innovation. 

Twenty-five-year-old Ksubi is known for its “beautifully imperfect denim, and unconventional and rebellious punk attitude” and has a strong global following.

It has stores in key cities, including New York, Los Angeles, Miami, Chicago, London, Sydney and Melbourne. It’s also sold via Saks, Neiman Marcus, SSENSE, and Kith as well as David Jones and Glue Store in Australia.

Having just started in her new post, her first job is visiting New York, the brand’s largest market, for the unveiling of its freshly renovated flagship store in Soho.