ACTIVE SENSE strives to create a genuine relationship with the influential people by presenting them not just with clothes, but with an expression of their own stories through the garments that are both trendy and easy to use. The idea is tailored to the unique lifestyles and taste, common in the lively streets of New York City, thus, ACTIVE SENSE seeks not to be merely a cloth seller but a cultural lighthouse illuminating the spirit of time and hopes of its intended consumer group. ACTIVE SENSE  appeals to a diverse range of consumers, among which the main targets are Generation Z and millennials. They prioritize both physical activity and fashion, and also appreciate the versatility of athleisure, which seamlessly transitions from workouts to casual wear. Some of our products are also designed to cater to gender-inclusivity and that attracts both men and women, catering to a broad customer base.

Among our primary targets, Generation Z, typically aged between 18 to 25 (as of 2024), leads lives influenced by the digital age. As a result, these individuals have a significant sense of individuality and activism. While dealing with their academics, Generation Z is mostly engaged in part-time jobs or beginning their career which indicates them having a disposable income. Since they are also trying to socialize while maintaining a healthy lifestyle, their preference is for affordable, fitness-oriented attire that they can also wear in casual gatherings. This is where ACTIVE SENSE  comes in, meeting their requirements by offering them inexpensive, comfortable and fashionable wear so that they can not only walk in confidence with style, but also express their interests and personality. 

On the other hand, Millennials, aged between 26 to 40, have financial stability as they are leading established professional lives with numerous responsibilities and are also striving towards their aspirations. These millennials engage on a day-to-day basis with professionalism, as well as casual gatherings for which they require smarter options in clothing. ACTIVE SENSE assists these people to have it all in one, by offering them such a comfortable wear that they can carry not only during fitness activities but also in their boardroom meetings, casual gatherings and weekend brunches with ease. 

ACTIVE SENSE targets both categories, including Urban dwellers, particularly in areas like Brooklyn, who value the comfort and style of athleisure, aligning with their vibrant street culture and emphasis on wellness. Moreover, environmentally and socially conscious consumers are drawn to athleisure brands that prioritize sustainability and ethical sourcing. In a bid to achieve a profound sense of resonance between the choices they make when buying products and their commitment towards promoting a more sustainable and just world, eco-conscious consumers also opt for athleisure brands that take eco-friendly materials through ethical channels, ensuring minimal waste is generated during production and upholding fair labor practices. This resonance is not just centered around product attributes but rather about a holistic ethos that identifies with their values, and thereby nourishing their personal identity and sense of belonging to the global community. This too is facilitated by ACTIVE SENSE that ensures the provision of attires that represents their visions.