After Shahid Kapoor and Virat Kohli, Bollywood actor Tiger Shroff launched his own active clothing and accessories brand ‘Prowl’ in partnership with the Indian firm Mojostar. Mojostar is the brainchild of Anirban Das Blah, founder of entertainment agency KWAN and Jiggy George, founder, Dream Theatre, a leading licensing company.
The fitness brand is targeted at the youth (18-25 years) and will feature clothing, accessories priced in the range of Rs 1000 to Rs 3000 (approx USD15 to USD45).
Prowl is expected to hit the markets in June this year and will be available across the country. The brand will offer active wear clothing for a certain period of time and will move on to accessories such as footwear, gym bags and fitness accessories later.
“This brand is a reflection of my identity and this is how I live. I love to be active through the day, which is why I want to wear something that is stylish, looks good, and yet gives me the freedom of uninhibited movement,” Shroff said in a statement.
The products are designed, produced and sourced in-house, with 60% of manufacturing taking place in China and 40% in India.
As the tagline – “Ready to Move” suggests, the brand aims to provide functional yet stylish clothing and accessories to fit the target consumer’s active lifestyles.
Commenting on the collaboration, Abhishek Verma, CEO, Mojostar said, “This is a segment of consumers who are fluid in their activity and the range (of apparel) will reflect that.”
The company has already signed deals with Jacqueline Fernandez with their fashion labels and is likely to invest USD 3-4 million in 2018.
However, Shroff is not the first celebrity to turn to active wear for his brand. In 2016, Bollywood actor Shahid Kapoor had also launched an athleisure wear brand ‘Skult’. Indian cricketer Virat Kohli launched his brand ‘One8’ in collaboration with German sportswear brand Puma in 2017.
Activewear industry is estimated at around USD 7 billion in size and is growing in double digits in the Indian market.