Pip Edwards has broken her silence on long-standing rumours of a feud with her P.E Nation co-founder Claire Greaves.
The business partners, who parted ways in 2024, are on good terms, Edwards insisted on Sunday, despite talk of renewed tensions last month.
‘Claire and I continue to be business partners. I sincerely wish the business well,’ the 46-year-old told the Daily Telegraph.
‘We built something globally incredible. I remain proud of what we created.’
Pip stepped down as the creative director of P.E Nation in 2024, and while clarifying that she has not been involved in day-to-day operations for years, the label remained important to her.
‘P.E Nation will always hold a special place. The brand carries my name. It will always feel like my baby,’ she said.
Pip Edwards has broken her silence on long-standing rumours of a feud with her P.E Nation co-founder Claire Greaves. Both pictured
The comments come after Edwards and Greaves appeared to reignite their feud last month, when the AFR’s fashion editor Lauren Sams interviewed Greaves about her return to the activewear label.
In the piece, Greaves spoke of how she re-joined to help revive the brand’s original design identity amid a more crowded and competitive market.
The most intriguing part of the piece came when Sams asked Greaves about Edwards’ latest chapter as creative director for conceptual womenswear label L’IDÉE.
Greaves replied: ‘What’s L’IDÉE?’
Her answer appeared to display that there is no love lost between the one-time close friends, who famously had a spectacular falling-out in London in 2023.
A fashion industry source told Inside Mail that Greaves’ blunt two-word reply was a body blow for Edwards, leaving her so wounded that she called Stuart, appealing to him to keep things civil.
When we contacted Edwards’ reps at IMG Talent, her agent Tom Ryan insisted ‘there was no phone call and Pip has no issue’. P.E Nation did not reply.
Greaves launched the label with Edwards in 2016, departed in 2024 and quietly returned in early 2025.
The business partners, who parted ways in 2024, are on good terms, Edwards insisted on Sunday, despite talk of renewed tensions last month
‘Claire and I continue to be business partners. I sincerely wish the business well,’ the 46-year-said. ‘We built something globally incredible. I remain proud of what we created’
The label has remained profitable, despite undergoing significant internal change.
In 2024, the split between the two old friends came amid rumours they had a toxic falling out and could no longer work together.
At the time, Greaves’ office at P.E Nation’s headquarters was cleared out while she went on extended leave.
A company spokesperson confirmed at the time that Greaves would keep her share of the business and remain on the board, but that Edwards would take over as the sole ‘visionary’ creative director.
They said: ‘Pip and the company are in complete support of Claire’s transition to pursue other creative endeavours and wish her the absolute best in her next chapter.’
Pip announced she was stepping back from the company in August 2024.
‘My time leading the brand as Creative Director has been an incredible run, and while I am handing over that role, I am maintaining my P.E. Nation directorship and substantial shareholding,’ she wrote on Instagram.
‘I am forever grateful for and proud of what we have created, and P.E. Nation will always be in my heart and soul.’
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