Frido has announced a strategic collaboration with HRX, India’s homegrown activewear label co-owned by Hrithik Roshan and Exceed Entertainment, to champion the barefoot movement in India. The partnership debuts with the launch of the Frido x HRX Barefoot Sock Shoe – a co-branded innovation designed to promote natural, mindful movement.

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Both brands share a philosophy rooted in returning to the fundamentals of human mobility. The barefoot approach encourages improved posture, better balance, and a deeper connection to the body’s innate mechanics. By combining Frido’s strength in ergonomic engineering with HRX’s lifestyle-led fitness ethos, the collaboration aims to drive a broader cultural shift rather than simply introduce a new product.

The Frido x HRX Barefoot Sock Shoe is crafted to mimic the sensation of moving barefoot while offering the support and performance needed for modern workouts and everyday routines. The product embodies the belief that natural movement forms the foundation of long-term fitness and overall well-being.

Hrithik Roshan, founder of HRX, said the collaboration signifies a return to the body’s natural rhythm, calling it “a journey that encourages India to rediscover the power of barefoot movement.”
Frido co-founder and CEO Ganesh Sonawane added that the partnership marks a pivotal moment for the brand as it reimagines how people experience movement. HRX CEO Afsar Zaidi and Frido COO Arif Khan echoed the sentiment, highlighting the synergy between innovation, fitness, and conscious living.

The Frido x HRX Barefoot Sock Shoe will be available exclusively on Myntra and through the official Frido and HRX websites, aiming to make barefoot-inspired performance accessible to consumers nationwide.