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INDIAN actor Hrithik Roshan, star of the movie blockbuster Krrish 3 playing his nation’s first superhero, is making new strides into the world of fitness and fashion.
Already a well-recognised ambassador for international brands such as RADO and Mountain Dew and one of only a few Asian actors to have his waxwork at the world-famous Madame Tussauds in London, he has now entered the fashion fraternity by launching his own active lifestyle apparel and casual wear line - HRx - Push Your Extreme.
The HRx collection is described as ‘the ultimate combination of style and substance’ and in a deal set to revolutionise the celebrity brand licensing space, Bollywood’s most stylish man has tied-up with multi-platform entertainment management company Exceed and business development and brand extension agency, The Wild East Group, to launch the active and sports-inspired casual wear.
The lightweight product range includes comfortable casuals as well as leisure sportswear teamed with sports footwear for men. The products are made from premium fabrics crafted with a contemporary slim fit and dominated by vibrant colours.
Roshan said: “I always envisioned HRx to be a platform that could inspire people to bring out their best and to never giveup. My team, Afsar Zaidi from Exceed and Sid Shah from The Wild East Group have taken my philosophy and turned it into a brand.”
The HRx range has something to suit every taste, and combines film star chic with versatility and affordability, industry sources say. These are just some of the reasons why HRx has the potential to‘attain a market share.’
To further extend the brand philosophy of HRx, plans are underway to spread awareness about fitness and well-being through a range of grass-root campaigning and synergies such as with schools, government bodies and other institutions.
