Bollywood sensation, Jacqueline Fernandez has unveiled her first female-only fitness brand ‘Just F’ to join the long list of celebrities like Hrithik Roshan and Virat Kohli, Tiger Shroff who are also running their own fitness brands.
Just F will work in collaboration with Mojostar, a joint venture between Kwan Entertainment and Dream Theatre.
Co-created and co-owned by Fernandez and Mojostar, the brand will launch in May this year and will be available on Just F’s direct to consumer site along with other e-commerce platforms. According to the statement, the brand will also open standalone brick and mortar stores in the future and make its products available through large format stores.
The brand will primarily sell athleisure outfits which will be priced between Rs 1,000- Rs 3,000.
Abhishek Verma, CEO of Mojostar said, “Active-wear trends in India are still heavily dominated by the needs of male consumers. Brands in this space still have a primary share from male consumers, leaving gaps in the offering for young Indian women. Just F is our way of giving female consumers, products which cater to their needs and sensibilities.”
Mojostar had recently created high activity lifestyle brand Prowl with another Bollywood actor Tiger Shroff, which is expected to hit the market in June this year.
Fernandez who is co-founding the brand said, "Launching Just F, a feminine take on fitness from my perspective is a big moment for me. I am confident that the brand will meet and exceed the expectations of young women across India, who want to fulfill their fitness requirements without breaking the bank or compromising on style.”
