Mumbai: Bollywood actor, Akshay Kumar engaged in a live interactive session with Myntra’s customers, his fans, through M Live on 26 January, as a part of the launch of his apparel brand force IX, on Myntra. The live session was undertaken by Kumar to introduce his brand under one umbrella and was simulcasted across Myntra’s, Kumar’s and Force IX’s Instagram handles, apart from Myntra Studio.

The session attracted seven lakh viewers making it one of the biggest live launches for a fashion brand in the country. Kumar's latest venture, Force IX’s collection consists of smartly designed durable, economical and functional fashion staples inspired by the popular actor’s iconic no fuss  yet dapper sense of style.

The M Live saw the actor turned entrepreneur talk about his connection with force IX and his deep involvement with the brand, while going over his favourite t-shirts from the launch, which sported a raw neck detail, while maintaining both a rugged and minimal look. The session also showcased force IX essentials and athleisure wear while also discussing the subtle yet prominent print details, oversized fits, earthy tones and superior fabric quality.

During the session, Kumar explained how force IX was not just a clothing brand for him, elucidating that he was deeply involved in the end-to-end brand and product ideation process, paying keen attention to the quality, detailing and envisioning each product on himself, before adding it to the brand's collection. He also went on to reveal the reason behind his habit of pulling up his track pants on one leg, a thing from his days in martial arts that helped him deliver good kicks. The session came to a close with the top 3 spenders from the live audience being rewarded with a special goodie bag of force IX merchandise, signed by Kumar himself.