Akshay Kumar’s Force IX launches direct to customer e-commerce store

Bollywood celebrity Akshay Kumar’s apparel brand Force IX has launched its direct to customer e-commerce store to cater to shoppers across India. The launch coincides with its autumn/winter collection drop. 

Force IX now has its own e-commerce store, the brand announced in a press release on September 4. With free shipping and hassle-free exchanges, the e-commerce store is designed to facilitate a streamlined shopping experience and is offering shoppers 10% off their first order. 
 
Force IX’s autumn/winter collection uses a rainbow of bright colours across athleisure staples such as tracksuits and graphic t-shirts. The brand’s signature camouflage print features on button down shirts and cold weather essentials including gilets and jackets mix bright hues with white brand logos. 

“An ode to the sanctuary we call home, this season will witness the celebration of all things that reminisce us of where we come from,” announced the brand in press release. “The inspiration is drawn from the humble elements of our homes in the form of aesthetics, such as the curtains, the table linen and the showpieces that the home adorns. The designs showcase the interplay of colour blocking, geometry and unexpected colour combinations, all infused with minimalism.”
 
Force IX launched a flagship store in Bengaluru in May this year after opening its first ever store in Mumbai in April 2023. Force IX plans to have opened nine exclusive brand outlets by the end of the year and plans to reach a total of over 200 stores in the coming few years.