What Redwolf does

Redwolf is an Indian streetwear and fitness apparel brand founded in 2011, operating as a direct-to-consumer e-commerce business under the legal entity Odelus Private Limited, headquartered in Mumbai. The company sells t-shirts (oversized, henley, muscle-fit), shorts, tank tops, hoodies, jackets, bags, socks, and fitness accessories through its Shopify-powered website (redwolf.in) and two US physical retail locations: Kicks District in San Francisco and SneakLab in Boston. Product design emphasizes premium materials including Giza Cotton Pinpoint Oxford Weave, Tencel (210 GSM), bamboo blends, and performance polyester with features such as sweat-wicking, odor-resistance, 4-way stretch, and quick-dry properties targeting style-conscious consumers, fitness enthusiasts, and streetwear/sneaker culture communities.

The business operates a unit-pricing DTC model with products ranging from Rs. 299 to Rs. 9,999, supported by periodic promotions (up to 50% discounts) and multi-channel marketing through Instagram, YouTube shoppable videos, email newsletters, and influencer endorsements from notable personalities. The US retail stores curate selections of 120+ brands alongside Redwolf products, with limited drops, member-exclusive releases, and sneakerhead loyalty programs as key engagement mechanics. There is no proprietary technology stack beyond standard Shopify commerce, hCaptcha, and Google Maps integrations, and no AI/ML capabilities are present in operations or product functionality.

In FY25, Redwolf was acquired by The Souled Store, which reported INR 492.4 Cr revenue in FY25 (37% growth), positioning Redwolf as a portfolio brand within The Souled Store's pop-culture merchandise expansion strategy. The company's headcount is reported at 11–50 employees, with no disclosed financials, funding history, or investor base available in the input data.

Name

Redwolf

Legal name

Odelus Private Limited

Website

https://redwolf.in

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Redwolf is an Indian streetwear and fitness apparel brand selling premium t-shirts, shorts, hoodies, jackets, and accessories via Shopify-powered DTC e-commerce and two US retail stores, targeting style-conscious consumers, fitness enthusiasts, and streetwear collectors, and now operates as a portfolio brand under The Souled Store.

Ownership category

akta.pro rank

Product category

Streetwear & Athletic Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458), Shoe Retailers (458210)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651), Retail-Shoe Stores (5661)

akta.pro primary industry

Streetwear & Contemporary Apparel Retail (CRAAABAM)

akta.pro secondary industries

Yoga, Pilates & Studio Wear Retail (CRAMACAE), Outerwear & Cold-Weather Apparel Manufacturers (CRAAAAAI)

Keywords

• Streetwear apparel
• Athletic clothing
• Designer t-shirts
• Performance wear
• Fashion accessories

Headquarters

HQ city

Mumbai

HQ country

India

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: Redwolf generates revenue through direct-to-consumer sales of apparel and accessories via its e-commerce website and physical retail stores. Products include t-shirts, shorts, hoodies, jackets, sneakers, bags, and fitness accessories sold at one-time purchase prices.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Redwolf designs, sells, and ships its own branded streetwear and fitness apparel — including t-shirts, shorts, hoodies, jackets, tank tops, sneakers, bags, and fitness accessories — directly to consumers through its Shopify-powered e-commerce site redwolf.in and physical retail showrooms in San Francisco (Kicks District) and Boston (SneakLab). Products are positioned around premium materials such as 100% Giza Cotton, 210 GSM Tencel, bamboo blends, and polyester performance fabrics with technical features like sweat-wicking, odor resistance, 4-way stretch, and quick-dry. Pricing ranges from Rs. 299 for accessories up to Rs. 9,999 for premium shorts, supported by periodic flash promotions.

Product overview

Redwolf is an Indian streetwear and athletic apparel brand operating as an online e-commerce store. The company was acquired by The Souled Store in FY25. Redwolf offers a focused portfolio of streetwear and fitness apparel including t-shirts (oversized, henley, muscle-fit styles), shorts, tank tops, hoodies, jackets, bags, and fitness accessories. The products emphasize quality materials like Giza Cotton, Tencel, bamboo blend, and polyester performance fabrics with features such as sweat-wicking, odor resistance, breathability, and 4-way stretch. The store is built on Shopify's e-commerce platform and sells exclusively through its website at redwolf.in.

Differentiator

Problem solved

Functional benefit

Products and services

• Arrival Oversized T-Shirt Oversized t-shirt crafted from 100% Giza Cotton with Pinpoint Oxford Weave, featuring linen-rich blend for breathability, odor-resistant technology, 4-way stretch fabric, and sweat-wicking properties. Designed for everyday comfort with a premium oversized fit and priced at Rs. 3,000.
• Classic Henley T-Shirt Lightweight Henley t-shirt with clean athletic fit and signature Henley neckline. Some variants made from bamboo blend fabric with silky-soft feel, anti-bacterial properties, and ultra-breathable plain weave construction. Priced at Rs. 1,500.
• Muscle Fit T-Shirt Contoured athletic t-shirt made from premium 210 GSM Tencel fabric, designed to highlight physique with a sharp silhouette. Features smooth breathable feel with structured drape that holds shape. Priced at Rs. 999 on sale (regular Rs. 1,999).
• Performance Shorts Training shorts made from 100% polyester mechanical stretch fabric (85 GSM). Features lightweight resilient feel, breathable quick-dry material for gym and track use.
• Acid Wash Boxy Tank Boxy-fit tank top with acid wash treatment for a vintage aesthetic, part of the Redwolf streetwear collection.
• Atmos Tank Athletic tank top designed for training and workouts with breathable construction.
• Dark Flex Hoodie Comfortable hoodie made from soft cotton fleece material with relaxed fit. Features cozy hood, kangaroo pockets, and hem for snug fit. Priced at Rs. 1,500.
• Aero Stripe Jacket Lightweight breathable jacket crafted from smooth woven polyester with ventilated mesh interior. Features mechanical stretch for comfort during workouts, travel, and daily wear with quick-drying performance and structured athletic look. Priced at Rs. 1,500.
• Athflex Roll Top Bag Roll-top backpack designed for athletic and everyday use with a flexible roll closure system.
• Stride Socks (Pack Of 3) Athletic socks pack offering superior comfort with high-quality materials, excellent breathability, and moisture-wicking properties.
• Wrist Strap Weight lifting wrist wraps engineered to stabilize wrists and reduce strain during heavy pushing movements like bench press and cleaning.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature3 records

Partnerships

One partnership is on record.

• The Souled StorecoreOthers · 1 January 2025The Souled Store acquired Redwolf in FY25 as part of its strategy to expand presence in the pop culture merchandise sector. Redwolf operates as a streetwear and fitness apparel brand under The Souled Store's portfolio, complementing The Souled Store's existing apparel offerings with Redwolf's focus on premium quality apparel, limited editions, and exclusive collaborations.

Scale indicators2 records

Recent moves4 records

Expansion highlights4 records

Broad incumbents

• Nike: Nike is the dominant global athletic brand whose performance fabrics and sneaker culture set the standard Redwolf benchmarks against, and whose apparel competes in the same gym-to-street use cases.
• Adidas: Adidas is a global athletic and streetwear giant whose Originals and performance lines compete with Redwolf on the crossover athleisure-styled apparel market and are stocked alongside Redwolf in the Kicks District store.
• Zara: Zara is a global fast-fashion leader competing for the same style-conscious Indian and global consumer, setting trend expectations on fits, fabrics, and pricing that influence Redwolf's positioning decisions.
• H&M: H&M is a global fast-fashion apparel retailer competing with Redwolf for style-conscious everyday consumers at accessible price points, though with much broader assortment and physical retail footprint.
• Decathlon: Decathlon is a global sporting goods retailer with substantial private-label activewear. While much broader than Redwolf, it competes directly on fitness apparel for the same performance-oriented gym-goer segment in India.

Direct peers

• Bonkers Corner: Bonkers Corner is an Indian streetwear label selling oversized tees, joggers, and accessories with a similar graphic and drop-based merchandising approach, competing for the same young Indian streetwear audience.
• Bewakoof: Bewakoof is a leading Indian D2C casual and streetwear brand selling tees, hoodies, and accessories online, directly competing with Redwolf in the same price band and target demographic of style-conscious young Indian consumers.
• The Souled Store: The Souled Store is Redwolf's parent company and the most direct comparable — an Indian D2C apparel brand selling pop-culture and casual wear online, with INR 492.4 Cr FY25 revenue. They share the same Indian D2C apparel playbook and now share a corporate parent.
• Urbanic: Urbanic is an Indian online fashion brand selling trend-led apparel and accessories to style-conscious consumers, overlapping with Redwolf on the style-conscious everyday wear segment and D2C social-led marketing motion.
• Snitch: Snitch is an Indian men's fashion D2C brand offering trendy apparel across casual, streetwear, and semi-formal categories — overlapping with Redwolf on style-conscious young male consumers and online-first discovery.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/redwolfdotin
• Facebookfacebook.com/redwolfdotin
• LinkedInlinkedin.com/company/redwolf

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Redwolf