The fashion line Force IX, owned by Bollywood actor Akshay Kumar, will launch on Myntra. The collection will offer a variety of alternatives, geared toward the streetwear and casualwear market across the nation, including T-shirts, sweatshirts, and caps.
The brand boasts of being affordable and travel-friendly and offering products which are lightweight and durable.
Force IX will be offering its apparel range at a price of Rs. 1299-3999 and will be targeting the mass-premium segment as a streetwear brand, also plans to increase its collection by offering accessories and the addition of womenswear to Spring/Summer 2023.
The launch of Force IX is being promoted via a social media campaign as well as through increased visibility on Myntra as well.
The Bollywood actor said, “My definition and understanding of fashion is very simple. For me, fashion is when I get to be myself – comfortable in my skin and confident in what I wear. The whole idea behind Force IX was to make it a brand that caters to style and comfort.”
Besides, the brand was a labour of love for him and that a lot of work had gone into the apparel and its designs.
According to Myntra, Force IX will initially offer more than 70 options from a fashionable selection of t-shirts, sweatshirts and caps on the shopping platform, aimed at the growing streetwear and apparel customer base. Relaxed in metros, level 1 and beyond cities.
Additionally, Akshay Kumar will also be hosting an M-Live session to discuss Force IX’s debut with his devoted fans on January 26. This session will be simulcast on Myntra, Myntra Studio, Force IX and Akshay Instagram accounts.
“With earthy tones, lightweight and flowing fabrics, the brand is synonymous with durability, utility, adventure, while being affordable and travel-friendly,” he said.
Padmakumar Pal, VP-Category Management, Myntra said, “We are thrilled to be Force IX’s platform of choice as they launch their range of incredible products for the first time. With superstar Akshay Kumar being the creative force behind the brand, we are confident that Force IX will be well-received by Myntra’s fashion-forward shoppers across the nation.”