Myntra has announced the debut of Bollywood star Akshay Kumar’s fashion brand Force IX on its platform. The collection will feature a range of options including T-shirts, sweatshirts and caps which will be targeted towards the consumer base of streetwear and casualwear across the country.
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. The 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 in a statement, “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. ”
He also added that the brand was a labour of love for him and that a lot of work had gone into the apparel and its designs.
Padmakumar Pal, VP-Category Management, Myntra stated, “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.”