On the heels of the ‘soft launch’ of his redefined athleisure-wear label in January 2023, this evening, Bollywood star, Akshay Kumar launched Force IX’s flagship boutique in Mumbai’s ‘Queen of the Suburbs’, Bandra.Located in the heart of Linking Road’s bustling shopping district, the 1,800 sq. ft. store was officially opened for business by Akshay Kumar and Maniish Mandhana, Co-Founder of Force IX’s parent company, 9 AM Ventures Private Limited. The launch event saw a grand fashion show that eventually spilt over onto the street and had onlookers cheering on the milestone for the brand. As a testament to the brand’s ethos of inclusivity and the fact that Force IX is for everyone, the fashion show itself featured ‘models’ of varying ethnicities, religions, sexual orientations, gender identities, as well as the differently abled. Also, walking the ramp and underscoring Force IX’s deep commitment to our nation’s forces, were retired officers from the Air Force, the Army, the Navy, the Maharashtra State Police and the Mumbai Police.
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.”