Our mission 

We onboard the new generation of watermen with purpose-built gear intuitively designed to elevate ocean athlete performance while staying in flow with the planet.

Our vision

To make high-performance waterman-grade gear that’s stylish, affordable and eco-considered.

Our position

To elevate waterman performance for peak fun and possibilities.

Our crew

The next-gen of global watermen.

Our brand values

Our Margen brand values embody who we are and what we stand for as a modern-day ocean apparel supplier. They help guide our decisions regarding production, performance, environmental protection and the overall stroke factor that we add to the lives of seasoned watermen and the next generation.

For the Marine Generation.

Hero:

Rise. Thrive. Respect.

Active:

Activate. Limitless.

Our hero statement 

We make gear for the new breed of ocean athlete — the driven crew who rise and thrive by pushing the margins of what’s possible in the water. It’s about going for frontier moments that live in memory while respecting the environment that grants us our expressive freedom. Wherever you venture, we’ve got your back when the swell arrives, the wind kicks in and the tide turns. Together, we are the Marine Generation.

Founder and brand story

We. Sea. You.

Once a waterman, always a waterman. A love for the ocean has been ingrained in my DNA since childhood, when I was raised to respect and cherish the environment in which I played. Over the years, this simple joy instinctively transformed into a performance game, racing outriggers across the globe, still having fun but now under conditions that present more challenge. Like my paddling community, the saltwater immersion and thrill of competition became a healthy obsession, culminating in my creation of an apparel company dedicated to serving fellow watermen with next-level gear designed to break boundaries.

MARGEN = MARine + GENeration

MARGEN stands for MARine GENeration — a new wave of passionate watermen and waterwomen who push human limits in adventure-fuelled ocean pursuits. This generation lives for salty sessions, on-the-edge moments and the waterlogged satisfaction earned after a long day chasing waves or paddling open waters. Deep in the undercurrent lies an innate connection to the ocean and a motivation to protect it for future generations to enjoy. The oceans provide for us, so we provide for them.

The MARGEN logo incorporates the three natural elements that watermen universally study, respect and experience in raw oceanic environments: waves, winds and currents. These worldwide geophysical forces are fundamental to powering water sports and can transform an ordinary day into an extraordinary one; PBs always on target to be broken. This is why we honour their intoxicating energy and the global oceans that sustain their presence. Without them, we couldn’t pursue our passion and pass it on through junior development programs — in essence, they keep the Marine Generation alive to thrive.

The Astille Brand Strategy isn’t purely a vision; it’s the pattern to our branding success. It embodies the label’s values, culture and intentions, which are co-directed by the fashion-forward women who choose Astille designs. Our brand represents the promise we keep to our customers, acting as the central source from which all marketing and communications activities are delivered: if not, our market position won’t cut through, nor our purpose resonate authentically. Together, we must live and breathe the Astille brand and lifestyle to make it an aspirational label to connect with and a memorable garment of choice.

Our mission

We empower women to celebrate their individuality by confidently wearing Astille garments and accessories, showcasing classic style with an edge of elegance.

Our vision

To be a highly regarded, bespoke women’s label lovingly embraced by progressive style makers and the international fashion community.

Our brand values

Our brand personality

Our tone of voice

Our tone of voice is:

Confident but down-to-earth, portrayed using a conversational and relatable tone.

Inclusive speaking with our audience, not at them, understanding their reciprocated passion for bespoke fashion.

Aspirational by using active voice, reflecting the positive feel our garments and accessories evoke.

Simple, clean and refined — just like our tailoring — because we know who we are and don’t need to oversell ourselves.

Authentic by openly celebrating the individuality of modern women.

Our tone of voice is not:

Clever, witty, sales-heavy or sassy, as it dilutes our somewhat more sophisticated market position.

Long-winded or high-brow in context, as they can polarise our audience.

Slang or pop culture influenced, as it compromises Astille’s credible reputation built on premium design and quality.

Transcend Style.

Our hero value proposition

Welcome to a bespoke boudoir, where classic, mid-century chic boldly blends with a contemporary edge of understated elegance. Our eclectic collections of stylish silhouettes celebrate freedom of expression through standout fashion statements handcrafted to captivate. Heads will turn. Compliments will flow. Because that’s the undeniable truth when you choose to transcend style.

The final name chosen was “Alcove”.

Brand name rationale:

• “Alcove” definition: a recess in the wall or garden, an arched opening.
  With this in mind, an alcove accurately reflects the hero design concept of the centre, with recessed tenancy arches and integrated garden trellises embracing the literal definition.
• Upon approaching the centre, there’s a distinct correlation between the name and the architectural design of the building — a robust visual branding connection.
• The development’s chicane location, lush garden entrance and building footprint at the back of the block create an alcove-like destination and experience.
• An alcove (nook) in a home or establishment is where family and friends gather to share good company — the centre’s operational premise and customer experience dynamic.

Brand tone rationale:

• The name “Alcove” feels distinctly European, derived from Italian and Portuguese dialects.
• “Alcove” evokes a relaxed, coastal feel, inviting you to slow down and enjoy the moment.
• The retail centre “Alcove” portrays a more intimate and personal customer experience, in line with the desired tenant mix and market positioning — boutique businesses juxtaposed with mass retail.
• When designed in a Didone font or similar, the“Alcove” wordmark logo will have a contemporary, uber-chic look and feel.

Leasing now. Inspired retail spaces architecturally designed to elevate your business.

Hero value proposition

Welcome to a new lifestyle destination designed for those who appreciate the boutique over the en masse.

At Alcove, classic style meets contemporary chic in 10 turn-key spaces, offering unlimited scope for creative fit-outs and custom uses. Our leasing vision is all about consciously curating a like-minded community of bespoke businesses where tenants and customers can similarly benefit from a well-connected centre experience.

With architectural impact, spacious tenancies, integrated amenities and on-site parking, this progressive retail opportunity is now ready to elevate your business with leasing expressions of interest welcomed through our website and QR code below.

Come and explore your new Alcove.