The Souled Store Announces Redwolf Acquisition, Expanding Its Pop Culture Merchandise Empire

Published: April 29, 2025 | Author: Rahul | Updated July 2026

The Souled Store, a homegrown Indian pop-culture apparel and lifestyle brand, announced on April 29, 2025 that it had acquired Redwolf, a pop-culture merchandise brand known for licensed graphic tees and accessories. Redwolf's three co-founders, Ameya Thakur, Rahul Jaisheel and Vivek Malhotra, joined The Souled Store's team as part of the deal. The financial terms of the acquisition were not disclosed.

Acquisition Overview

Redwolf, a popular name in the pop culture merchandise industry, is now officially part of The Souled Store family. The acquisition marks the beginning of a new era for both brands, as they join forces to bring fans even more unique, fandom-driven products.

Who Is Redwolf?

Redwolf is an Indian pop-culture apparel brand founded in 2011 by Ameya Thakur, Rahul Jaisheel and Vivek Malhotra. Before the acquisition, Redwolf built a reputation for graphic tees and accessories carrying licenses from franchises including Game of Thrones, Marvel, Disney, Star Wars, Rick and Morty, Peanuts, and Breaking Bad. Following the deal, Redwolf operates as part of The Souled Store rather than as a separate competitor.

Leadership and Team Integration

Redwolf's founders joined The Souled Store team:

The founders are known for their vision and creativity in shaping the world of fan merchandise. Their expertise and passion are expected to play a role in enhancing The Souled Store's ability to offer innovative products that resonate with fans across India and beyond.

Statements from Leadership

Vivek Malhotra, Co-Founder of Redwolf

"Merging with The Souled Store was the next logical step in realizing our vision of bringing the best pop culture merchandise to the Indian audience. All three of us are huge pop-culture geeks ourselves and look forward to leveraging the scale provided by The Souled Store to take the brand to greater heights."

Vedang Patel, Co-Founder of The Souled Store

"We are absolutely thrilled to welcome Redwolf to The Souled Store family. Their incredible creativity and commitment to providing fandom-inspired products is a perfect fit. This acquisition will strengthen our mission to become the Home of Pop-culture in India. We are excited to co-build this shared vision with the founders of Redwolf."

Strategic Vision and Impact

At The Souled Store, a focus on fandom culture has been a driving force behind product development, with the goal of creating products that reflect the stories, passions, and identities fans carry with them.

With the addition of Redwolf, the brand adds a new layer of creative and licensing expertise to its existing catalogue. Redwolf's creative vision is intended to complement The Souled Store's own design and merchandising approach, enabling broader expansion across movies, TV shows, music, and pop culture.

What Fans Can Expect

Fans can look forward to:

Frequently Asked Questions

Did The Souled Store acquire Redwolf?

Yes. The Souled Store announced the acquisition on April 29, 2025. Redwolf's three co-founders joined The Souled Store's team as part of the deal.

Who founded Redwolf?

Redwolf was founded in 2011 by Ameya Thakur, Rahul Jaisheel and Vivek Malhotra.

What licenses did Redwolf carry before the acquisition?

Redwolf's catalogue has included licensed merchandise from franchises such as Game of Thrones, Marvel, Disney, Star Wars, Rick and Morty, Peanuts, and Breaking Bad.

Were the financial terms of the deal disclosed?

No. The Souled Store and Redwolf did not disclose the financial terms of the acquisition.

Is Redwolf still a separate brand from The Souled Store?

Following the acquisition, Redwolf's founders and creative expertise are integrated into The Souled Store rather than operating as an independent competing brand.

About The Souled Store

The Souled Store is a homegrown Indian pop-culture apparel and lifestyle brand with over 200 licenses, including franchises like One Piece, Naruto, and Marvel, and over 40 stores across India in addition to its online presence. The brand's product range spans licensed fandom merchandise alongside everyday apparel such as cargo pants, linen shirts, and sneakers. The brand remains dedicated to providing a platform for fans, with products that reflect their favourite movies, characters, and moments.