In an industry increasingly dominated by fast fashion, Sensing offers a refreshing departure—a narrative of purpose and mindfulness. Launched in 2020 by Humera Tamboli, the wellness-wear label merges the ethos of sustainable fashion with a commitment to wellness, echoing the principles seen in brands like Patagonia, Pangaia, Veja and the likes. Much like these industry trailblazers, Sensing is less about making noise and more about making a difference. The brand’s core philosophy of wellness wear is rooted in Tamboli’s nuanced understanding of modern lifestyle.  

By focusing on innovative, skin-friendly materials and versatile designs that transition effortlessly between work and life, they attempt to address the needs of conscious consumers who value quality, sustainability, and a sense of purpose in their wardrobe. In a market crowded with choices, their approach is both quiet and compelling, offering a thoughtful alternative to the fashion industry's noise.

What inspired you to start Sensing? 

Humera Tamboli: Sensing was born from my desire to create products that work well for my skin and align with how I live my everyday life. My background in fashion and product design, combined with a deep interest in human wellness, led me to this path. And we started in 2020, a time when conversations around health and wellness were a priority for everyone, which further fueled the creation of this concept. 

 How would you define your fashion philosophy? 

Sensing is more than just a brand; it’s a concept and a way of life. At its core, it’s about human connection. Everything we create aims to foster empathy and connection among people—those who wear our products and those who engage with them. This empathetic spirit is what drives us, and it’s reflected in everything we do. 

How does Sensing perceive the modern man, and what is your target group? 

The modern man, in our view, prioritizes health while managing a busy, urban lifestyle. Post-COVID, health has become a top priority, and feeling good is essential to achieving anything. Sensing is designed for those who seek balance in their lives, even as they navigate daily routines. We aim to bring joy to the mundane by ensuring our products support both well-being and style. 

How does Sensing stand out in a market saturated with options? 

Before deciding on the price point and product development, we asked ourselves, "Where does health stand, and what is its value?" We developed a fabric that aligns with this understanding of health and wellness. Our research and development process led us to a product that naturally fell into a premium price range. We realized that our product needed to be more than just a basic item; it needed to be elevated and utilitarian. Our commitment to quality, functionality, and the wellness aspect of the fabric positions Sensing as a premium product in the market. 

What would you say is the unique value proposition of Sensing? 

Sensing is about creating clothing that is both skin-friendly and eco-friendly. We use innovative materials which are breathable, lightweight, and extremely soft. Our fabrics are hypoallergenic and odour-free, making them perfect for the modern lifestyle. 

Could you elaborate on the materials you use and the process behind selecting them? 

We went through a process of elimination to identify materials that align with our brand’s values. For instance, while cotton is widely used, we found it rough, water-intensive, and often heavily treated with pesticides. We wanted something different, so we explored less common materials. Beachwood, for example, stood out because it’s hypoallergenic, performs well, and feels luxurious. This process led us to create blends that offer a unique combination of comfort and sustainability. 

What inspired the in-and-out hybrid pants? 

Absolutely. We wanted to create pants that combine the comfort of athleisure with the polished look of workwear. The in-and-out hybrid pants achieve this balance by offering stretch and breathability while maintaining a refined appearance. They’re designed to be versatile, so you can wear them in different settings without feeling out of place. 

Tell us about work-life balance capsule collection. 

We wanted the collection to reflect the aspiration for balance, which is something many people strive for but often find elusive. Instead of dictating how the product should be used, we designed it to adapt to the consumer’s needs. The collection was created with the duality of life in mind—work and personal life—and the styles are intended to transition smoothly between these spaces. 

What were some of the challenges you faced while developing this collection? 

Sustainability is indeed challenging, especially in terms of innovation and material selection. We wanted to create products that are not only sustainable but also long-lasting and desirable. In India, innovation in fabric research is still limited, so we had to rely on research from other countries. This added to the cost and time required to bring our products to market. Additionally, convincing consumers to try something new, especially at a premium price point, has been a challenge. However, we are committed to consistency and quality, which we believe will build trust over time. 

What strategies are you employing to overcome challenges in marketing and customer apprehension? 

Besides our direct-to-consumer approach, we’re planning to expand into other retail channels and eventually create our own experiential space. Consistency in product quality and narrative is crucial for us. We’re focused on maintaining high standards and continuously learning from consumer feedback to refine our products and build trust. 

How do you ensure sustainability throughout your entire process, from manufacturing to retail? 

Amira: We started with a strong foundation by choosing natural materials that decompose at the end of their life cycle. We work with green-certified factories and units that minimize carbon footprints and resource use. We also focus on reducing excess packaging and maintaining a sustainable design process from start to finish. 

What’s next for Sensing? 

We work on a drop model rather than large collections. We recently released a new edit and are planning to add more pieces and accessories, like caps and bags. Our focus remains on quality over quantity. 

What’s your vision for Sensing in the next five to ten years? 

Our goal is to evolve from an apparel brand into a lifestyle brand. While five years is a long time, we’re taking it one year at a time. We aim to add products, grow in scale, and increase accessibility for our consumers. 

What have been the most rewarding moments for you on this journey so far? 

I started Sensing to learn, and that’s been the most rewarding aspect of this journey. It’s taught me a lot about humanity, sustainability, and social responsibility. I’ve also formed some amazing connections with consumers and collaborators, which has been invaluable in building the brand.