There is a war brewing among celebrities. But this one is not being played out in tabloids. It’s over your closet space. Actors, cricketers, retailers, talent managers and licensing firms are all in this to sell you more clothes. And shoes. And accessories.

Last week, actor Tiger Shroff launched his clothing line “Prowl” in partnership with Mojostar, a celebrity-driven house of brands. This is the first company (formed as a joint venture between celeb management firm Kwan Entertainment and merchandising firm Dream Theatre) whose sole purpose for existing is to create new celeb-brands.