How The Souled Store is balancing tradition with trends as it deep dives into pop culture

The Souled Store is a popular Indian clothing brand that has gained widespread recognition for its quirky, pop-culture-inspired merchandise. Established in 2013, the brand specializes in casual apparel, accessories, and collectibles that cater to fans of iconic movies, TV shows, superheroes, and gaming franchises. Known for its vibrant and creative designs, The Souled Store offers a wide range of products, including T-shirts, hoodies, footwear, and more, blending comfort with unique fandom-driven themes. It has successfully built a strong community of young consumers by collaborating with global brands like Disney, Marvel, DC, and Warner Bros., making it a go-to destination for pop culture enthusiasts.

In an exclusive interaction with Adgully, Vedang Patel, Co-Founder of The Souled Store, speaks at length about the “Aha!” moment when he realized The Souled Store was destined for success. He shares the brand’s “secret sauce” for ensuring that their collaborations resonate with their audience rather than just blending into the noise. Patel also discusses potential international markets they are eyeing for expansion and how they plan to adapt the brand for a global audience. Additionally, he touches on the challenges of balancing tradition with trends in festive marketing campaigns, particularly in appealing to the individuality of Gen Z and Gen Alpha while still engaging older generations with more tradition-focused messaging. Patel further delves into some of the most surprising and unexpected shifts in their target audience’s shopping habits since the brand’s launch, and much more.

Every brand has an origin story. What was the “Aha!” moment when you knew that The Souled Store was going to be a success? How did you validate the idea in the early days and convince others to believe in it too?

The “Aha!” moment for The Souled Store came when we, as passionate fans ourselves, realized the immense potential for pop culture merchandise in India. As avid enthusiasts, we wanted to wear official merchandise for our favorite shows, but there was simply nothing available. This personal need sparked our idea.

To validate our concept, we conducted surveys and engaged with fellow fans at college events, which revealed a strong demand for unique, quirky apparel. Early traction on social media further convinced us we were onto something big. To get others on board, we passionately shared our vision, drawing on our own experiences as fans, and demonstrated our commitment through our first few successful product launches. Seeing the excitement in our customers’ eyes reinforced our belief that we were creating something truly special for fellow enthusiasts.

The Souled Store has cultivated a distinct brand identity that resonates with young, pop-culture-savvy audiences. How has your audience’s perception of the brand evolved since its inception, and what factors have been most influential in shaping this unique identity?

Since its inception, The Souled Store’s brand identity has evolved significantly. Initially, we focused on niche pop culture references, but as we engaged more with our audience, we broadened our offerings to include not only merchandise, but also casual wear in our unique design style. This expansion has allowed us to cater to a wider range of interests and styles.

Key factors shaping our identity include active community engagement on social media, strategic partnerships with popular franchises, and a commitment to high-quality, trendy designs. Our emphasis on authenticity and relatability has helped us build a loyal following, allowing our audience to see us not just as a brand, but as a part of their lifestyle and culture. This evolution reflects our deep connection with our fans and our dedication to providing products that resonate with their everyday lives.

Social media plays a massive role in The Souled Store’s marketing. How do you go about selecting influencers, and what’s your secret sauce for ensuring these collaborations truly resonate with your audience instead of just blending into the noise?

At The Souled Store, selecting influencers involves a careful alignment with our brand values and target audience. We look for influencers who genuinely connect with pop culture and have an authentic voice. Our secret sauce lies in fostering long-term relationships rather than one-off collaborations. We ensure that influencers genuinely love our products, encouraging them to share their personal experiences and creativity with our merchandise. Additionally, we collaborate on unique content that showcases our products in a relatable way, making it feel less like an ad and more like a shared passion. This authenticity helps our campaigns stand out amidst the noise.

What have been the biggest roadblocks in scaling up, and how did you overcome them? Any fun or unexpected lessons along the way?

Scaling up The Souled Store has come with its challenges. One of the biggest roadblocks was managing supply chain logistics as demand surged. We tackled this by investing in technology and building strong relationships with suppliers to ensure timely production and delivery.

Another challenge was maintaining brand authenticity while expanding. We addressed this by sticking to our core values and listening to customer feedback to guide our growth.

A fun lesson learned was that sometimes, the most unexpected collaborations yield the best results. Partnering with niche influencers introduced us to new audiences and taught us the power of community in driving brand loyalty.

Are there any international markets that you’re particularly eyeing for expansion, and how do you plan to adapt your brand for a global audience without losing the essence of what makes The Souled Store so unique?

The Souled Store is actively planning international expansion, starting with Dubai, which offers a vibrant pop culture scene and a diverse consumer base – ideal for launching our global presence. We’re already shipping to the USA and looking to expand offline in the UAE. Our vision is to become a globally relevant brand emerging from India, rather than simply following the trend of international brands entering the Indian market.

To achieve this, partnerships will be key to our growth strategy. We plan to collaborate with local influencers, retailers, and tourism boards to navigate cultural nuances and tailor our offerings to local preferences. By leveraging these relationships, we aim to build strong brand awareness and establish a lasting international presence while maintaining the unique essence that makes The Souled Store special.

Do you think traditional festive shopping still appeals to Gen Z and Gen Alpha, or have their preferences shifted towards more personal, occasion-agnostic purchases? How does The Souled Store tap into the festive spirit without feeling “old school” to these younger audiences?

While traditional festive shopping still appeals to some, Gen Z and Gen Alpha increasingly favour personal, occasion-agnostic purchases that reflect their individuality. At The Souled Store, we tap into this shift by offering festive collections that merge contemporary designs with cultural relevance.

We have a strong pipeline of upcoming collections, including our collaboration with Babil Khan for the “Bloom” collection, and merchandise celebrating the 25th anniversary of iconic franchises like SpongeBob, X-Men '97, Joker 2, Transformers, Venom 3, Umbrella Academy, and Naruto Shippuden. Our Halloween collection also adds to the excitement.

Through engaging social media campaigns and collaborations with relatable influencers, we ensure our festive offerings feel fresh and vibrant, resonating with younger audiences while capturing the festive spirit.

Balancing tradition with trends is tricky. How does The Souled Store craft its festive marketing campaigns to appeal to both the individuality of Gen Z and Gen Alpha while keeping older generations in mind who might be drawn to more tradition-focused messaging?

Balancing tradition with trends is indeed a challenge, but The Souled Store embraces it by crafting inclusive festive marketing campaigns. We highlight the uniqueness of our products, allowing Gen Z and Gen Alpha to express their individuality while incorporating familiar cultural references that resonate with older generations.

Our campaigns often feature storytelling that blends traditional elements with modern twists, showcasing how our merchandise can enhance both contemporary celebrations and time-honored customs. By using vibrant visuals and engaging narratives across social media, we create a sense of nostalgia while appealing to youthful creativity.

Additionally, we ensure our messaging is versatile, allowing different generations to connect with our brand on their own terms. This approach fosters a shared festive spirit, making our collections appealing to a broad audience.

You’ve witnessed firsthand how consumer behaviour has changed. What are some of the most surprising or unexpected shifts you’ve seen in your target audience’s shopping habits since launching The Souled Store?

Since launching The Souled Store, we’ve seen some surprising shifts in our target audience’s shopping habits. One notable change is the increasing demand for sustainability; consumers are now more conscientious about their purchases and prefer brands that prioritize eco-friendly practices.

Additionally, the rise of social commerce has transformed how our audience shops – many now discover products directly through social media rather than traditional retail channels. We’ve also observed a growing inclination toward personalized shopping experiences, with customers seeking unique, limited-edition items that reflect their individuality.

Moreover, trends such as nostalgia-driven merchandise and collaborations with popular franchises have gained traction, resonating deeply with our audience. These shifts highlight the evolving landscape of consumer behavior, prompting us to adapt our strategies and offerings to meet these new expectations.

The Souled Store thrives on its connection to pop culture. What’s been your favorite fandom or collection to work on, and are there any upcoming collaborations or pop culture moments you’re excited to tap into next?

One of my favourite collections to work on at The Souled Store has been our merchandise inspired by the Umbrella Academy. The show’s unique blend of quirky characters and powerful storytelling really resonates with our audience.

Looking ahead, I’m particularly excited about our upcoming collaborations, including the celebration of SpongeBob’s 25th anniversary and our collection tied to ‘Joker 2’. Additionally, we’re gearing up for themed releases around ‘Venom 3’ and ‘Naruto Shippuden’. Each of these collections allows us to tap into vibrant fandoms and create designs that our community will love, ensuring we stay at the forefront of pop culture trends.

Fashion is fast, but brand loyalty is lasting. How does The Souled Store balance staying on top of fleeting trends while ensuring the brand has long-term appeal?

At The Souled Store, we understand that while fashion trends can be fleeting, building brand loyalty is essential for long-term success. We balance this by continuously staying attuned to emerging trends without compromising our core values and identity.

We focus on creating timeless, quality pieces that resonate with our audience’s individuality while also incorporating trendy elements. This way, our products remain relevant regardless of the changing fashion landscape.

Additionally, we foster community engagement through interactive campaigns and collaborations that deepen connections with our customers. By prioritizing authenticity and actively listening to our audience, we ensure that The Souled Store remains not just a trend, but a beloved brand with lasting appeal.