PNS| HYDERABAD
Forget what’s in and what’s out — Bollywood star Akshay Kumar recently partnered with Mandhana industries to launch an apparel brand Force IX.
To know why they are on trend so much, as it’s about having a deeply original sense of personal style, the co-founder Manish Mandhana says, “It’s a collective effort when energies match. We had a common vision where we wanted to create a brand which could speak about good design and style accompanied by good fabrics. The idea of creating something good along with giving back to the nation that has done so much for us was one of the biggest forces for us to create this.”
The idea for the flagship store was to create a unique experience. Both Akshay and he designed the first-ever concept flagship store which is all blue. Right from the wall colours to the furniture fixtures, everything speaks blue which is the brand colour. They have a beautiful hand-painted mural which is infused with AR technology. The mural is all about people from different walks of life, which resonates with the brand’s ethos which is fashion for all, engineered with emotion.
“The styling experience in shopping is what we have kept in mind while designing for Gen Z. The colours, prints and graphics are crafted keeping the newer and younger generation in mind. The clothing is all gender-free and neutral. We have a range of oversized products from t-shirts and shirts and hoodies. We have more utility clothing which becomes very easy and travel-friendly so a combination of athleisure wear with utility travel-friendly clothing is what makes us stand out from the rest.”
Going on their own way, “We always believe in doing something which leaves a good impression, and since Force IX takes inspiration from the different Indian forces, it was our way of giving back to them. With every purpose from the brand rupees nine will go to the Bharat ke Veer brave heart martyr.” Akshay Kumar himself is such a style icon! Co-founder’s inspiration has been Akshay Kumar and the Indian forces. The clothes have accents of Akshay in small details. The styling, and types of clothes are what we will see that Akshay adorn most of the time.
“We live in a world where brick and motor go hand in hand with digital aspects. It’s a beautiful amalgamation of both these things together which make a brand grow. So one needs to pay attention to both these aspects while creating a brand.”
