Akshay Kumar launches athleisure brand

Akshay Kumar has launched an athleisure brand called Force IX. This is something he had wanted to do for the last seven years. The number nine is the actor’s lucky number and is also his birthdate.

The collection consists of durable, economical and functional fashion staples inspired by the popular actor’s iconic sense of style. The unisex brand offers T-shirts, shirts, sweatshirts, hoodies, jackets, polo T-shirts, denim, chinos, joggers, shorts and nightwear. Accessories like caps, belts, travel accessories, shoes and watches will come in the coming months.

The actor is very much involved in the entire process, right from ensuring all the products are of the highest quality, to each and everydetailing being perfect. There is a lot of attention to detail in the collection, right from the logo to the buttons, and the stitching. The target audience ranges from the sporty teenager to the dapperman.

Force IX is on Myntra, which has a proven track record of accelerating the growth of celebrity-led brands. A lot of Bollywood actors are venturing into the fashion segment. Myntra has onboarded 25 international fashion labels and 50 foreign beauty brands in the past 12 months. Nearly 40 per cent of the demand for international fashion labels is driven by shoppers in Tier II cities and beyond.