Myntra has announced the debut of actor Akshay Kumar's fashion brand, Force IX, on its platform.
Force IX’s collection consists of smartly designed and functional fashion staples inspired by the actor’s sense of style. The brand’s curtain raiser collection will go live on Myntra on January 26.
To add to the excitement, shoppers can check out the collection and wishlist their favourites ahead of the launch on Myntra.
To begin with, Force IX shall offer more than 70 options across a trendy range of t-shirts, sweatshirts and caps on Myntra, targeted towards the thriving base of street wear and casual wear consumers across metros, tier 1 and beyond cities. With earthy tones, lightweight and flowy fabrics, the brand stands for durability, utility, adventure, all while being affordable and travel-friendly.
Positioned as a streetwear brand in the mass-premium segment, Force IX is set to offer its men’s apparel range, with plans to launch accessories in the near future.
The brand also plans to bolster its collection with the addition of women’s wear for SS (Spring Summer) '23.
A social media campaign is in the works to promote the launch of Force IX, alongside an increased on-app visibility on the brand’s launch platform, Myntra.
Kumar will also be hosting an M-Live session on the launch day to share more insights, which shall be simulcasted across Myntra’s Instagram handle, Myntra Studio, Force IX’s Instagram handle, and the actor’s Instagram handle.
Kumar 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. When we started working on this brand, little did we know that this would become such a significant part of us. Each and every member of our team has worked on it with so much sincerity, passion and love. Their hard work will be seen in the littlest of details in our garments. I'm delighted to associate with an e-commerce giant like Myntra for Force IX’s limited edition launch and to witness our labour of love getting its wings and ready to take off.”
Padmakumar Pal, Vice-President - 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. With Myntra’s proven track record of accelerating the growth of celebrity-led brands and Force IX’s unmatched offerings, this association is poised to make the brand a household name.”
Maniish Mandana, co-founder of 9AM Ventures, stated, “Force IX has been built with a lot of thought, immense research and unparalleled emotion. Our youth is very cognitive when it comes to fashion. We saw a dearth in brands that were Indian origin in contemporary athleisure wear. That fortunately was also the style sensibility that AK adorned and loved. Akshay’s respect and adoration for our armed forces is unexampled and he always wanted Force IX to have subtle representations of the armed forces. His inputs have largely contributed in making ensembles that will be loved by people across all ages and genders. What seemed like a challenge was, in fact, a beautiful working experience with the team and AK himself, one that we will cherish for the years to come.”
Myntra currently houses more than 10 celebrity brands such as HRX, Wrogn, Being Human and House of Pataudi, among others.