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 affordable, stylish and eco-minded.

Our Position

To elevate waterman performance.

Our People

The new generation 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 stoke factor we add to the lives of seasoned watermen and up-and-coming grommets.

FOR THE MARine GENeration.

Rise. Thrive. Respect.

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.

Our 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 strive for performance, racing outriggers across the globe, still having fun but now under conditions that welcome more challenge. Like my paddling community, the saltwater immersion and thrill of competition became a healthy obsession, culminating in creating an apparel company dedicated to serving fellow watermen with purpose-built 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, and we provide for the oceans.

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, the Marine Generation would cease to exist.

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 intention, as directed by the fashion and lifestyle desires of the ladies who choose Astille designs. Our brand further represents the promise we keep to customers, acting as the central source from which all marketing and communications activities are executed: if not, our market positioning won’t cut through and resonate authentically. We need to live and breathe the Astille brand to bond our networks and make it an aspirational label to connect with through a mutually beneficial fashion experience.

Our Mission

We inspire women to confidently celebrate their individuality by proudly wearing premium garments and accessories epitomising classic style with an elegant edge.

Our Vision

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

Our Brand Values

Our Brand Personality

Our Tone of Voice

OUR TONE OF VOICE IS:

The Astille brand voice is confident but down-to-earth, portrayed using a conversational and relatable tone.

We speak with our audience — not at them — understanding their equalled passion for bespoke fashion, professional progression and worldly experiences.

Our communications always have an aspirational feel through active voice reflecting the positive intention behind the garments.

We keep it simple, bright and refined — just like our tailoring — because we know who we are and don’t need to oversell ourselves.

Most of all, we’re authentic and openly celebrate the individuality of modern women.

OUR TONE OF VOICE IS NOT:

The Astille brand voice is not clever, witty, sales-heavy or sassy, as it dilutes its sophisticated presence.

We never entertain long-winded descriptions or communicate in a high-brow context as it polarises audiences.

Above all, we never use slang or pop culture references that compromise Astille’s professional reputation and market position.

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 crafted to captivate. Heads will turn. Compliments will flow. Because that’s the undeniable truth when you choose to transcend style.

The final name chosen — “Alcove”.

Brand name direction rationale:

• The “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 come together to share good company — the centre’s operational premise and customer experience dynamic.

Brand name 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 of “Alcove” portrays a more intimate and personal customer experience, in line with the desired tenant mix and market positioning — boutique businesses juxtaposed to mass retail.
• When designed in a Didone font or similar, the letters of “Alcove” will look contemporary and uber-chic as a wordmark logo.

LEASING NOW. Inspired retail spaces architecturally designed to elevate your business.

Hero Value Proposition

Welcome to a new lifestyle destination designed for tenants and customers 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 consciously curating a like-minded community of bespoke businesses so that everyone can benefit from a truly 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.