India's Myntra & Akshay Kumar partner to launch Force IX fashion brand

Initially, the brand will provide more than 70 options across a fashionable selection of sweatshirts, T-shirts, and caps on the shopping platform, Padmakumar Pal, vice president, category management, Myntra, said in a statement.

Force IX, which is positioned as a streetwear brand in the mass-premium segment, also has plans to launch accessories in the near future. Also, the brand plans to boost its collection with the addition of women’s wear for Spring-Summer (SS) 2023.

Akshay Kumar, co-founder of Force IX, 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.”

“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,” said Padmakumar Pal, vice president, category management, Myntra.

Fibre2Fashion News Desk (DP)