(L-R) Abhishek Verma, Jiggy George, Tiger Shroff and Anirban Das
Tiger Shroff unveiled a new active lifestyle brand called Prowl jointly created and owned by Shroff and Mojostar. This is the first brand launch for Mojostar, which is creating a house of lifestyle brands with celebrities. For Shroff, this marks his entry into the active lifestyle business, a space he is known for.
Prowl is a brand targeting young consumers who lead a high activity lifestyle and are constantly on the move. They regularly transition from one activity to another and want to look awesome while doing it. Prowl aims to provide functional yet highly stylish clothing and accessories to fit the target consumer’s active lifestyles. The brand captures its purpose and proposition to consumers, in the tagline – “Ready to move”.
In an event attended by journalists and influencers, Shroff and Mojostar presented a sneak preview of the brand. The brand has a youthful energy and celebrates movement in all forms – from martial arts to dance. This energy is also reflected in the brand’s colour of deep orange that pops through its black and white logo. The association with Shroff runs deep and is reflected in several elements of the brand: The name prowl, ‘O’ in the logo that plays on the motif of ‘eye of tiger’ and its references to fitness and dance.
Speaking at the event, Abhishek Verma, CEO Mojostar, said, “There is a gap in the active wear market; in products for hyperactive young Indians. We find that traditional active wear brands have over specified the products, whereas the young consumers want simplified functional products that offer great style. Products that help you look amazing, are suited for multi-functional movement and are easy to maintain, is the need of this market. We are Prowl are committed to providing that.”
“I am a part of creating this brand and it feels great to be involved with everything and at every stage. 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,” said Shroff.
The active wear industry is dominated by international brands and Prowl aims to create a dent in this market by offering a combination of performance and style. Prowl is expected to go live for consumers by June 2018. The products are expected to be priced between Rs 1000-3000 and will be available on all leading e-commerce platforms.
Incepted in July 2017, Mojostar is a joint venture of Kwan Entertainment and Dream Theatre. The company partners with celebrities to co-create authentic, high-impact indigenous brands in lifestyle space.