Akshay Kumar unveils his flagship Force IX store in Mumbai

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Megastar Akshay Kumar unveiled his highly-anticipated Force IX store, one day ahead of its launch today, April 27. The store, located in Mumbai’s suburb of Khar, promises to be a unique and dynamic shopping destination, blending versatility, style and comfort seamlessly for men and women.

Launched to break the conventional norms of modern-day fashion, Force IX is a brand engineered with emotion, embodying strength, resilience and determination, attributes that Akshay Kumar himself personifies both on and off the screen.

Akshay Kumar took to social media to preview the store unveiling with a video. Speaking about the brand’s vision as co-founder of Force IX, he 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.”

He added, “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.”

One of the key USP’s of Force IX would be the meticulous attention that has been paid to details in their collection. Right from the logo to the buttons and the stitching, every little aspect has been articulated, designed and curated with a purpose—to symbolize the core ideologies of the brand and to create an element of interest for the patrons. The brand is also very proud to be associated with “Bharat ke Veer”, a national fund for India’s martyrs.

Akshay Kumar’s other ventures includes the launch of a range of holistic personal care and wellness products for men. And despite multiple films that have not done well, he continues to be in demand for big-ticket films, including his Marathi debut, Vedat Marathe Veer Daudle Saat as Chhatrapati Shivaji Maharaj, OMG—O My God 2, the real life story of chief mining engineer Jaswant Singh Gill in Capsule Gill, the Hindi remake of Suriya’s Soorarai Pottru, Bade Miyan Chote Miyan with Tiger Shroff, the high-octane aviation-based film Sky Force, and Hera Pheri 3.