The Brand

‘tfw’ – that feel when, started with an aim of revolutionising lingerie in India. With a concept of ‘choosing your first right bra’, we give women the freedom to be themselves. More than a brand ‘that feel when’ is a way of being.

Know Us

We are a team of collaborative dreamers who value innovation, curiosity and free thinking fearlessness in everything that we do. We take immeasurable pride in our work, intentionally stitching love into the very fibre and fabric of our designs. We are a mighty group of talented individuals dedicated to bringing you other worldly designs with imagery to match. 

Know Our Founder

Angana Rajesh Shah, experienced founder with a demonstrated history of working in the online media industry. Skilled in Photography, Graphics, Logo Design, Microsoft Word, and Advertising. Strong business development professional with a Bachelor’s Degree focused in Fashion Communication from NIFT Gandhinagar.