Establish the name
Give the name an identity founded on care, integrity and distinctive standards, rather than on assumed antiquity or outward ceremony alone.
The founder · First generationPhillip Afiléon.
Phillip Afiléon.
The progenitor.
Every family story has a beginning. The story of the House of Afiléon begins here, with its first bearer and founder, Phillip Afiléon.
The first AfiléonNot the inheritor of a dynasty.
Not the inheritor of a dynasty.
The beginning of one.
Phillip Afiléon is the first member of the Afiléon family line to bear the name. There is no claim here to centuries of Afiléon ancestry, inherited noble office or an ancient commercial house. The name's living history begins with its progenitor.
The ambition is to build a family identity grounded in conduct, craftsmanship and independent enterprise; something which future generations may one day look upon as their own inheritance. Reputation must be made before it can be handed down.
The House of Afiléon is a family identity. Afiléon Limited is a separately registered commercial company. The two share a vision, but a house designation is not a claim to a legally recognised hereditary title.
A founding principle
“The first generation has no inherited legacy to rely upon. It has the responsibility to create one.”
The Afiléon founding philosophy
The founder's endeavourI II III
From a personal name to lasting work.
Build the enterprises
Develop independent commercial undertakings, beginning with the work in motorsport and wine, and explore future ventures in luxury and experience-led industries.
Prepare for posterity
Create records, principles and institutions that later generations can understand, maintain and improve, without requiring them to live in the founder's shadow.
The story continues
Our founding charter A beginning, not a finished history.
The public chronicle records the established business milestones. The charter sets out the principles intended to guide what follows.
Afileon is the unaccented spelling of Afiléon. The surname's first bearer and progenitor is Phillip Afiléon.