{"id":132217,"date":"2026-06-14T04:00:00","date_gmt":"2026-06-13T18:00:00","guid":{"rendered":"https:\/\/timesnewsgroup.com.au\/geelongtimes\/?p=132217"},"modified":"2026-06-12T17:00:04","modified_gmt":"2026-06-12T07:00:04","slug":"the-long-game-mark-philippoussison-building-a-business-beyond-sport","status":"publish","type":"post","link":"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/the-long-game-mark-philippoussison-building-a-business-beyond-sport\/","title":{"rendered":"The long game: Mark Philippoussis on building a business beyond sport"},"content":{"rendered":"

IT TOOK\u00a0 years for Mark Philippoussis to feel comfortable talking about his brand, but now he wants everyone to be wearing his goods.<\/p>\n

The former tennis star and his wife, Silvana, launched As We Create in 2021 and have together evolved their apparel into something they are truly proud of.<\/p>\n

With an emphasis on finding the mid-point of classic style and high-performance activewear, the two design pieces that look as at home under a blazer in the office as they do on a morning walk.<\/p>\n

\"\"
Silvana and Mark Philippoussis spent months tweaking their designs to make As We Create items as high quality as possible. Photo: supplied.<\/figcaption><\/figure>\n

 <\/p>\n

Running the small business out of their Geelong home, the duo said the balance between work and business has never been hard for them to find.<\/p>\n

“There are times when I ask Silvana questions about an email that’s just come in and she says ‘I’m in the middle of making dinner, just wait until I’m done’ so it’s real,” Mark said.<\/p>\n

“[The business] is at the house, there’s time when I’m too tired to make an important decision to get back to the factory and we have to get back to it in the morning when we’ve had a good night’s sleep.<\/p>\n

“There’s no line when we say hey this is business time; our office is at the house, we ship out of the house for now, everything is at the house.”<\/p>\n

After previously launching an apparel brand in the United States, Mark said the lessons from that experience have helped guide this venture.<\/p>\n

Perhaps the biggest difference is the balance Silvana provides, with Mark admitting working in the fashion business is a test of patience.<\/p>\n

With a background in the fashion industry, Silvana has led the charge in the brand’s womenswear and female audiences.<\/p>\n

She said that understanding how women shop and the importance of changing perspectives towards fashion and athleisure gives the brand a leg up.<\/p>\n

\"\"
As We Create basics are designed to be layered and worn for any moment, whether work or working out. Photo: supplied.<\/figcaption><\/figure>\n

 <\/p>\n

As We Create do not want to compete with corporations or fast fashion brands, they cannot.<\/p>\n

“It’s taken us a couple of years to design and find our fabrics and sample everything, because we knew when we brought it to market it had to be high quality and it had to stand the test of time,” Silvana said.<\/p>\n

“We wanted to make sure it was comfortable and easy to wash because we travel so much, there’s so many factors that we took into consideration.”<\/p>\n

In relation to the material, the pair said it was the hardest decision they needed to make.<\/p>\n

Determined to find something that could withstand high usage and perform well, with no lingering smell or tendency to lose its shape took time.<\/p>\n

It led them to look overseas as they could not find what they needed domestically.<\/p>\n

“It was important for us to make it overseas, not only for the price point but also the technology that goes into [making the material]. You can’t make that stuff in Australia,” Mark said.<\/p>\n

Each piece undergoes months of vigorous design and sampling before making it to the As We Create site. It takes a lot of effort to create items so simple unique.<\/p>\n

\"\"
Silvana and Mark Philippoussis launched As We Create from their costal home in 2020. Photo: supplied.<\/figcaption><\/figure>\n

 <\/p>\n

Mark described the collection as “true essentials”, the items that every wardrobe benefits from.<\/p>\n

Having high-quality versions of these pieces makes you look and feel good they said.<\/p>\n

“We wanted the women’s line to be versatile,” Silvana said.<\/p>\n

“I wear them not only for a run and working out, but I wear my leggings with a blazer running to a meeting, I wear my tops \u2013 the classic black t-shirt \u2013 I wear it with a pair of jeans and it elevates my outfit, it’s classic and easy.”<\/p>\n

With five pieces in their women’s collection and another three in the men’s, more items are on the horizon for As We Create.<\/p>\n

Continuing the elegant basics line, Silvana said they are responding to customer feedback while designing their next drop.<\/p>\n

But they will not be rushing, determined to ensure that every piece is intentional.<\/p>\n

Though currently only selling online, Mark said that they are exploring a pop-up store opportunity in the coming months.<\/p>\n

Hoping to give new customers the opportunity to feel and try on the items, he said it is an exciting time for the business.<\/p>\n

As for online orders, they continue to be essential for the small business to grow.<\/p>\n

Even after years of creating pieces, every order continues to brighten the pair’s day.<\/p>\n

The full collection can be found at www.aswecreate.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

IT TOOK\u00a0 years for Mark Philippoussis to feel comfortable talking about his brand, but now he wants everyone to be wearing his goods. The former tennis star and his wife, Silvana, launched As We Create in 2021 and have together evolved their apparel into something they are truly proud of. With an emphasis on finding […]<\/p>\n

Read More…<\/a><\/p>\n","protected":false},"author":252,"featured_media":132218,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[18],"tags":[],"post_folder":[],"class_list":["post-132217","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-living"],"acf":[],"yoast_head":"\nThe long game: Mark Philippoussis on building a business beyond sport - Geelong Times<\/title>\n<meta name=\"description\" content=\"Mark Philippoussis and wife Silvana build As We Create, blending timeless style with premium activewear.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/the-long-game-mark-philippoussison-building-a-business-beyond-sport\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The long game: Mark Philippoussis on building a business beyond sport - 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