Akshay Kumar launched Force IX’s flagship boutique in Mumbai’s Bandra, marking the launch of his redefined athleisure-wear label. 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 featuring models of varying ethnicities, religions, sexual orientations, gender identities, and the differently abled. Additionally, retired officers from the Air Force, Army, Navy, Maharashtra State Police, and Mumbai Police walked the ramp to underline Force IX’s commitment to the nation’s forces.
Force IX’s flagship Mumbai store is inspired by the different types of boot camps and training camps used by the nation’s forces. It is designed in a way where form meets function, giving the space a distinct identity and character. It will serve as the flagship store for Mumbai, offering redefined athleisure wear to fashion-forward patrons.
The store’s design reflects the gritty and industrial aesthetics of military training boot camps, with rustic elements and a touch of chic. Akshay Kumar, the visionary behind and Co-Founder of Force IX, says, “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.”
