On the heels of the launches of the Mumbai flagship store, as well as the Bangalore store of Force IX, Akshay Kumar’s redefined athleisure-wear label, the Bollywood actor is all set to launch the brand’s first boutique in Surat.
Located at the exclusive VR Surat Mall in Magdalla, the 750 sq. ft. store is inspired by the different types of boot camps and training camps used by the nation’s forces and is designed in a way where form meets function, giving the space a distinct identity and character. The new Force IX’s Surat store will serve as its first address in the city and offer redefined athleisure wear to fashion-forward patrons.
In keeping with the gritty and rugged aesthetics that one might expect at military training camps, the store’s design has intentionally been kept rough and industrial, with rustic elements finished with a touch of chic, yet created to suit the aesthetic of the mall and brand. To drive home the brand’s messages of durability and versatility the store’s floor is made with textured rubber. Meanwhile, the fixtures used throughout the store are convertible and can be adapted to a new design and style of display, as needed. Additionally, in a nod to Akshay Kumar’s love for fitness, the trail rooms at the store feature a full-blown rock-climbing wall.
For a more immersive and interactive shopping experience, Force IX’s first Surat store also features a huge LED screen covering the façade area, with a clean, sharp, and very functional merchandising system.
With eye-popping design accents in ‘Force IX Blue’ – Force IX’s iconic brand colour, which can also be found in the Ashoka Chakra on the Indian national flag – that represents the spirituality of India, as well as the truth, virtuousness, dharma and constant movement towards progress, the new store is visually iconic and truly stands out in terms of a retail experience, while underscoring the brand’s ethos that fashion is for everyone and at Force IX it is engineered with emotion for people from diverse walks of life!
Speaking about the launch of the brand’s first Surat 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 store in Surat, which I believe is not merely a shopping experience, but rather a lifestyle experience. I hope that Force IX’s store in Surat allows our patrons a small glimpse into my lifestyle through its products and retail experience.”
Adding to this, whilst speaking about the launch of the Surat store, Mr. Maniish Mandhana, Co-Founder of Force IX’s parent company, 9 AM Ventures Private Limited, says, Force IX has been built with a lot of thought, immense research, and unparalleled emotion. I hope that the brand’s store in Surat becomes ‘the’ destination for patrons to come in and shop for redefined athleisure wear that has been created with meticulous attention to detail and curated with a purpose.”
“We are also very proud to inform you that part of the proceeds from each and every sale at Force IX will go towards ‘Bharat Ke Veer’, an organisation that supports the families of India’s martyrs. When one shops at Force IX, they are not just buying and wearing a garment but rather, they are wearing the nation’s pride!”
Force IX’s store in Surat will offer patrons the brand’s complete range of products, which includes t-shirts, shirts, sweatshirts, hoodies, jackets, polo t-shirts, denim, chinos, joggers, shorts, and nightwear. The range of accessories like caps, belts, travel accessories, shoes, and watches, will also be available at the new store in due course.
The designs found in Force IX’s collections that will be on offer at the new store draw inspiration from the aesthetics of the armed forces and translate them into new-age sensibilities, that appeal to the Gen-Z generation. Creating styles that are not only unique but also effortless and versatile is the bedrock of the brand.
