On a global scale, Asia has emerged as a major influence in fashion and streetwear, extending beyond the well-known hubs of Japan and South Korea. Hong Kong, in particular, has developed a vibrant fashion scene, drawing from its distinctive culture and practices to contribute unique stories to the industry.

In this bustling metropolis, we’ve witnessed the rise of a brand that seamlessly captures the essence of urban lifestyle: sense.

As you delve into their online platforms, you’ll likely find yourself captivated by the intricate details woven into their garments. Moreover, their campaign imagery exudes a nostalgic charm and cinematic quality that adds depth to their brand narrative.

To provide deeper insights into the brand, we had the privilege of interviewing Team sense, gaining valuable perspective on their journey and vision within the fashion scene.

Before we dive into specifics, could you provide us with a brief introduction to the brand?

sense was officially established in 2011 and is located in Hong Kong. It is a Hong Kong-based fashion brand that specializes in creating an experiential retail environment.

The brand primarily focuses on casual and minimalist clothing styles, with a strong emphasis on design aesthetics. All the designs are created collaboratively by sense’s design team.

As a brand based in Hong Kong, how do you perceive the streetwear scene in the country? In what ways do you feel your brand has influenced or contributed to this scene?

We believe that Hong Kong’s streetwear culture has shown vibrant activity in recent years. Whether in fashion, music, dance, or other fields, an increasing number of young people are developing a strong passion for street culture.

As a fashion brand, we draw inspiration from Hong Kong’s unique culture in our designs and fabric choices. We also collaborate with various communities to create distinctive and attention-grabbing products.

In recent years, we have actively expanded our brand’s presence overseas, aiming to garner more attention for Hong Kong’s clothing brands and cultural scene.

As you transitioned from being an Instagram shop to establishing physical stores, what difficulties did you encounter along the way?

For us, the biggest challenge was indeed the rent. In a place like Hong Kong, where land is scarce, running a clothing brand requires selecting a spacious commercial space, which comes with a hefty price tag.

Initially, the most difficult part was securing a suitable store within our limited budget. Additionally, we had to devise strategies to entice our online customers to visit our physical store.

Taking a look at your extensive range of apparel, it’s evident that you draw inspiration
from various elements, including sports, technical wear, and vintage aesthetics. How
would you personally describe the overarching style or ethos of the brand?

“Inspired by life”—our slogan reflects our belief that inspiration begins with observation. sense bridges the gap between clothing and life, allowing fashion to merge seamlessly with everyday existence. We refuse to be defined by a single style; instead, we define how to live, constantly exploring and discovering our authentic selves.

Our brand places a strong emphasis on fabric, color, and tailoring, showcasing a diverse array of textures through varying materials. We create discreet yet intricately detailed ensembles that embody a sense of lifestyle.

We consistently expand our range of categories and collaborate with dedicated designers and product teams to develop numerous designs. Each item is adorned with our brand label, adding diversity and depth to our product portfolio.

What would you recommend as must-have pieces for individuals who are new to the brand and want to explore your offerings?

I would recommend our women’s clothing styles. We believe that women’s fashion offers more variety and a greater diversity of styles compared to men’s fashion. Therefore, we dedicate more time and effort to ensure the quality of our women’s collection.

Our skirts and pants are particularly noteworthy. For example, we have skirts with multiple water-resistant pockets, and we pay close attention to the details of the pockets and the overall fit.

In your latest Spring/Summer 2024 collection, we noticed a prominent catchphrase that reads “Observe the Journey With Flow”. Could you provide some insight into the concept behind this motif?

Building upon our brand philosophy of “Inspired by life”, we have launched a new collection this season titled “Observe the Journey With Flow”.

This collection invites individuals to traverse the city in comfortable attire, following a fluid trajectory, to observe and discover the intricate details of life and embrace the moments within the journey.

With collaborations becoming increasingly common in the fashion industry, how do you view this trend? Do you believe collaborations are essential for a brand’s success, or are they more of an optional strategy?

Firstly, I believe that collaborations are just one factor contributing to a brand’s success. While they can facilitate business growth for both parties and bring fresh ideas and unique synergies, I don’t consider them crucial.

In my opinion, the core members of a team, their ability to deliver high-quality products, and their adaptability to market changes are the most important aspects of a brand’s success.

Congratulations on the opening of your new store in Mong Kok, adding to your retail presence in Causeway Bay and Macau. Are there plans for further expansion beyond Hong Kong?

In fact, we are actively engaging with various overseas entities to explore the possibility of expanding our brand abroad.

Do you have any upcoming projects or initiatives that you’re able to share with us?

In June, we are thrilled to announce our collaboration with the Taiwanese clothing brand “Woden” for a Spring/Summer collection event, hosted at our Mong Kok store. Then, in July, we’re looking forward to participating in the annual fashion and cultural festival organized by GQ Taiwan.

Lastly, any message for our readers?

We’re truly grateful for the opportunity to be interviewed by SNKRDUNK. At sense, we remain committed to staying true to our unique style and making a difference for everyone. We invite you all to follow our journey and also stay connected with SNKRDUNK. Thank you!

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sense’s latest Spring 24 collection is now available in stores and online at sense-storehk.com. Hurry over to grab your favorite pieces now!

For the latest sneaker, TCG, and streetwear releases, breaking news, and exclusive interviews, stay tuned to the SNKRDUNK Magazine and @snkrdunk on Instagram.

Explore the SNKRDUNK App too and don’t forget to use our welcome code from the banner below before making your first purchase. Additionally, if you would like to try a pair out, visit our stores in Singapore and Japan!

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