Fernandez has partnered with Mojostar, the joint venture between Anirban Das Blah (founder of Kwan Entertainment) and Jiggy George (founder and CEO of Dream Theatre), to co-own and co-create female-only fitness and fashion brand ‘Just F.’
Mojostar, earlier this year, had partnered with Tiger Shroff to launch activewear brand ‘PROWL.’ Launched in 2017, Mojostar aims to partner with celebrities to create authentic, high-impact retail brands. The firm will reportedly invest ₹20-25 crores on celebrity brands in 2018.
Mojostar CEO Abhishek Verma has stated Just F to be a welcome addition to active wear range as the segment mostly caters to men’s wear and options for women are limited. “Just F is our way of giving female consumers products which cater to their needs and sensibilities,” says Verma. “Inputs and insights from Jacqueline, who is not only a leading Bollywood star but also a style icon and a very vocal promoter of wellness and healthy living, have played a big role in defining the brand identity and product design. We are confident that these products will be well-received in the market, and will help meet the need of young Indian women,” he is quoted as saying by moneycontrol.com.
Just F will offer apparel in female active wear space in India, which according to Jacqueline Fernandez is an area where no Indian brands are currently catering to. “I am very passionate about fitness. For me, it is a way of life. But I see a lacuna in the fitness apparel space for us. So, launching Just F, a feminine take on fitness from my perspective, is a big moment for me,” said Jacqueline.
“I have always believed that fitness and fashion are not destinations, but fun-filled journeys. They are, to me, a way of living, and as such I want my active-wear to reflect my personality and complement my lifestyle. Launching Just F, a feminine take on fitness from my perspective, is a big moment for me,” adds the actress.
Just F will have apparel under various categories and will include a combination of fresh design, functionality for fitness and trendy fashion. The apparel will feature athleisure outfits covering a range of trends and use cases such as monochrome, floral-infused active wear,club-inspired active wear, functional sports bras, colour blocking etc.
Just F apparel range will hit the markets on 23rd May and will be priced between ₹1,000 and ₹3,000. According to ET, the ₹45,000 crore Indian active wear and athleisure wear industry is growing at 18-20% annually and is mostly dominated by international brands.