Pip Edwards quits her role at cult streetwear label Ksubi to focus on her ‘wellbeing’ – Following being caught up in Bondi Beach attack

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Following the terror attack at Bondi Beach on December 14th, Pip Edwards has stepped down from her position as Creative Director for the fashion brand Ksubi.

Last month, a Hanukkah celebration near the ocean turned tragic when two attackers opened fire, killing at least 15 people and injuring many others.

Pip shared that she had to hide during the attack, and she described the day as the most traumatic experience of her life.

According to sources, P.E Nation founder Pip Edwards has stepped down from her role to prioritize her health. She joined the company in September and has reportedly been discussing her decision with friends.

Daily Mail has approached Pip’s management for comment. 

This announcement follows recent reports that the fashion icon was taking a break from her position at the company to prioritize her health and well-being during a difficult period.

People close to Pip have shared with the Sunday Telegraph that she is still very upset and is focusing on getting better after what happened.

After a day at the beach, Pip and her friend found themselves in a terrifying situation: trapped under a van while two gunmen opened fire around them.

The article states that Pip is stepping back from Ksubi to re-evaluate what’s most important to her after recent events.

Pip rejoined the well-known company in September 2024, describing it as a satisfying return to where he started.

She had worked at Ksubi many years before, and she and the company’s co-founder, Dan Single, share a teenage son named Justice.

Naveed Akram, 24, and his father, Sajid Akram, 50, are accused of opening fire on people – including residents, tourists, and families – with powerful military-style weapons from a nearby footbridge.

Pip later addressed her harrowing 15-minute ordeal in a lengthy Instagram post.

She called the attack a senseless and extremely violent act, happening while people were simply enjoying a beautiful summer day at Bondi Beach.

Pip explained that she and her girlfriend, Jess, were walking away from the beach to go home when the shooting started. The gunmen opened fire just a few metres behind them.

Oh my god, it was terrifying! We’d literally just walked past that bridge, heading towards the celebration on Bondi Beach, when I heard the first shots ring out right behind us. It was so close, I swear the gunman was firing right where we had been standing just moments before! I was with my girlfriend, and we were both completely shaken up.

We quickly dove for cover between two vans as bullets kept flying, landing just a couple of meters away.

The pair were forced to take cover under one van as the gunmen circled above them.

Pip described how they quickly hid under a van and were forced to watch the gunman’s feet walk back and forth right above them, using the van as cover.

‘His feet were in front of the van and another gunman’s feet were behind, circling the van.’

She described the terrifying experience lasting about 15 minutes, saying they were completely frozen with fear and had trouble breathing.

Pip, who often goes to Bondi Beach and lives in Rose Bay, had posted some laid-back photos from the beach earlier that day. The pictures were captioned with a simple ‘Always fun with you,’ just hours before the incident.

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2026-01-04 04:18