Akshay Kumar Launches his own Clothing Brand Force IX

Following the’soft launch’ of his reimagined athleisure-wear label in January 2023, actor Akshay Kumar debuted his clothing line.

After a “soft launch” of his reimagined athleisure-wear line in January 2023, Bollywood actor Akshay Kumar opened Force IX’s flagship store this evening in Bandra, the “Queen of the Suburbs” of Mumbai.

The 1,800 square foot store, which is in the centre of Linking Road’s busy shopping area, was formally inaugurated for business by Akshay Kumar and Maniish Mandhana, Co-Founder of Force IX’s parent organisation, 9 AM Ventures Private Limited. At the launch ceremony, there was a lavish fashion show that eventually spilled onto the street, where bystanders applauded the brand’s achievement. The fashion show itself featured’models’ of many ethnicities, faiths, sexual orientations, gender identities, as well as the differently abled, as a tribute to the brand’s attitude of inclusivity and the reality that Force IX is for everyone. Additionally, retired officers from the Air Force, Army, Navy, and Marine Corps were on the ramp to demonstrate Force IX’s unwavering support for our country’s armed forces.

The design of Force IX’s flagship store in Mumbai, which marries form and function to give the area a unique identity and character, was influenced by the various boot camps and training facilities utilised by the country’s armed services. The new store, Force IX’s first physical location, will act as the flagship location for Mumbai and provide the city’s fashion-forward customers with redefined athleisure wear.

The design of the store has been purposefully maintained rough and industrial, with rustic components polished with a touch of chic, in line with the gritty and tough aesthetics that one might anticipate at military training boot camps. The floor of the store is made of rough rubber to emphasise the brand’s messages of strength and adaptability. The store’s fixtures, however, are adaptable and may be changed as needed to accommodate new display designs and styles. Additionally, the trail rooms at the shop have a full-fledged rock-climbing wall as an homage to Akshay Kumar’s love of exercise.

Fashion is for everyone, and at Force IX it is engineered with emotion for people from diverse walks of life, which is underscored by the brand’s ethos! Force IX’s Mumbai flagship store also features an augmented reality wall and a massive hand-painted mural that has been collaboratively painted by various artists!

The new store is visually striking and truly stands out in terms of a retail experience. It is bathed in “Force IX Blue,” which is Force IX’s iconic brand colour and can also be seen in the Ashoka Chakra on the Indian national flag. This colour represents the spirituality of India as well as the truth, virtuousness, dharma, and constant movement towards progress.

Speaking about the launch of the brand’s first flagship store, Akshay Kumar, the visionary behind and Co-Founder of Force IX, says, “The whole idea behind Force IX was to create 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 and after months of tireless work, I am super proud to be launching Force IX’s very first flagship store, which I believe is not merely a shopping experience, but rather a lifestyle experience. I hope that Force IX’s flagship store allows our patrons a small glimpse into my lifestyle through the products and retail experience that it offers.”

Additionally, Mr. Maniish Mandhana, Co-Founder of Force IX’s parent business, 9 AM Ventures Private Limited, stated that Force IX was created with a great deal of thinking, extensive study, and unmatched emotion when speaking about the brand’s introduction. I hope that customers make the brand’s flagship store in Mumbai “the” place to go in order to purchase reinvented athleisure apparel that has been designed with careful attention to detail and carefully picked with a purpose.

We are also very proud to inform you that part of the proceeds from each and every sale at Force IX will go towards ‘Bharat Ke Veer’, an organisation that supports the families of India’s martyrs. When one shops at Force IX, they are not just buying and wearing a garment but rather, they are wearing the nation’s pride!”

Customers may purchase all of the brand’s merchandise at Force IX’s new flagship location, including t-shirts, shirts, sweatshirts, hoodies, jackets, polo t-shirts, denim, chinos, joggers, shorts, and nightwear. In due course, the new store will also carry a variety of accessories, including hats, belts, shoes, and watches.

The Force IX collections that are available at the new store take their design cues from military aesthetics and adapt them to modern sensibilities that appeal to the Gen-Z generation. The foundation of the brand is developing looks that are not only distinctive but also simple and adaptable.