October’s Very Own, better known as OVO Clothing, has established itself as one of the most influential lifestyle and streetwear brands in the fashion industry. Founded by global music icon Drake, alongside Oliver El-Khatib and Noah "40" Shebib, OVO has grown from a record label to a full-fledged cultural empire. With its signature owl logo, limited-edition collections, and collaborations with world-class brands, OVO represents exclusivity, style, and modern urban culture.
The OVO Clothing brand started as an extension of Drake’s music empire, functioning as a lifestyle reflection of his vision. The famous OVO owl emblem, which represents knowledge and mystery, is now synonymous with high-end streetwear and urban fashion. The company launched with caps, hoodies, and T-shirts but swiftly grew into an entirely fashion empire that includes outerwear, footwear, and collaborations with some of the industry’s greatest names.
Drake October’s Very Own
Drake was not only the co-founder of October’s Very Own but also a business partner at the same company. He cultivated OVO as much as a lifestyle, fashion, and even his music, and relationship with the city of Toronto. Through OVO Drake shares his life with fans in fashion, music, and more and embraces the subculture. The brand has increased, thus becoming a part of Drake’s triumph, as a brand that represents him in the music industry. As a result of Drake’s influence, OVO has fans worldwide with Drake as the one to unveil the new collections that are exclusive to OVO along with limited drops and collaborations with other famous fashion brands.
In this article, we will provide a comprehensive overview of OVO Clothing, its history, collections, style philosophy, collaborations, and why it has become a global phenomenon in luxury streetwear.
The Origins of OVO Clothing
The OVO brand was officially launched in 2012, born from the October’s Very Own record label that Drake and his team founded in 2008. What started as a creative movement around music quickly expanded into a lifestyle brand.
The owl emblem—symbolizing wisdom, mystery, and strength—became the signature identity of the brand. OVO Clothing was never just about apparel; it was about creating a cultural identity that merged music, fashion, and lifestyle into one.
Introducing OVO Drake Hoodies – October’s Very Own Style
There’s more to the OVO Hoodie than just a fashion statement; it’s a cultural icon. One of the most sought-after streetwear brands in the world is October’s Very Own (OVO), founded by global music superstar Drake. The luxury aesthetics and casual comfort of OVO hoodies have taken the fashion world by storm, creating a loyal fan base that eagerly awaits every new release. Discover everything about OVO hoodies, including their history, designs, material quality, where to buy them, and how to style them. As a result of its premium craftsmanship, minimalist design, and association with Drake’s influential persona, the OVO hoodie became an instant hit. In recent years, many designs have sold out within minutes of being released, making it a symbol of exclusivity.
A cultural force shaping trends in fashion, lifestyle, and streetwear, Drake is more than just a global music icon. His merchandise line has captivated fans worldwide, extending beyond music into the fashion industry. Drake’s fashion empire represents a blend of luxury, exclusivity, and street culture with exclusive tour drops and the iconic OVO (October’s Very Own) brand.
The Signature OVO Style
The OVO aesthetic is minimalistic yet luxurious, blending streetwear with high-end fashion. Some of its defining features include:
- Neutral color palettes: black, white, beige, gold, and muted tones dominate.
- Premium materials: from heavyweight cotton hoodies to silk bomber jackets.
- Subtle branding: the owl logo often appears embroidered or printed in gold or tonal designs.
- Streetwear essentials: hoodies, tracksuits, t-shirts, and caps are central to every drop.
The OVO look is sleek, clean, and versatile—designed for those who want to combine casual comfort with luxury appeal.
Seasonal Collections and Limited Drops
One of the most important aspects of OVO Clothing’s success is its approach to seasonal drops and exclusivity. The brand releases capsule collections several times a year, often coinciding with special occasions or events.
- OVO Fall/Winter Collection: Known for premium outerwear like puffer jackets, varsity jackets, and heavyweight hoodies.
- OVO Spring/Summer Collection: Features lighter pieces such as graphic tees, shorts, and caps.
- Special Edition Drops: Limited releases during holidays like OVO Fest, Black Friday, and Canada Day.
The scarcity model makes OVO clothing highly coveted and often resold at higher prices in the streetwear resale market.
OVO Stores and Flagship Locations
OVO has expanded beyond online sales to open flagship stores worldwide, creating immersive retail experiences. Each store embodies the brand’s luxury-meets-streetwear identity with sleek interiors, monochrome designs, and exclusive in-store merchandise.
Notable OVO Store Locations:
- Toronto – the brand’s home and first flagship store.
- New York – capturing the heart of global streetwear culture.
- Los Angeles – bridging the worlds of music, fashion, and celebrity culture.
- London – a European hub for OVO’s global audience.
These stores often carry exclusive city-specific items, making them pilgrimage spots for OVO fans.
Collaborations That Defined OVO Clothing
OVO has become a collaborative powerhouse, working with some of the most recognized names in fashion, sports, and lifestyle. These collaborations enhance the brand’s cultural relevance and exclusivity.
Some iconic collaborations include:
- OVO x Jordan Brand – Limited-edition Air Jordans with OVO branding, some of the most sought-after sneakers in the resale market.
- OVO x Canada Goose – Luxury outerwear collections featuring custom down jackets and parkas.
- OVO x Clarks Originals – Premium suede Wallabees with unique OVO touches.
- OVO x NBA – Official licensed apparel merging basketball culture with OVO streetwear style.
These collaborations allow OVO to remain relevant across fashion, sports, and music simultaneously.
Celebrity Endorsements and Cultural Impact
OVO Clothing has achieved icon status due to its close ties with Drake and the OVO Sound music collective. Beyond Drake, countless celebrities and athletes have been spotted wearing OVO pieces, cementing the brand’s credibility in both hip-hop and fashion communities.
From NBA stars like LeBron James and Steph Curry, to global musicians and influencers, OVO represents more than just clothing—it’s a cultural movement that blends luxury lifestyle with urban authenticity.
The OVO Owl Logo: More Than Just a Symbol
The owl logo is one of the most recognizable emblems in modern fashion. Representing wisdom, mystery, and strength, the owl is central to OVO’s identity. It is often embroidered in gold, stitched in tonal black, or presented in reflective designs.
The logo has become a status symbol, symbolizing not only membership in the OVO community but also an appreciation for refined streetwear culture.
Quality, Exclusivity, and Price Point
OVO Clothing is positioned as a luxury streetwear label, with pricing reflecting its premium materials and exclusivity.
- Hoodies & Sweatshirts: $150 – $200
- Jackets & Outerwear: $300 – $600+
- T-shirts: $40 – $80
- Caps & Accessories: $30 – $70
While higher than average streetwear brands, OVO’s prices are justified by the craftsmanship, limited runs, and cultural prestige attached to every piece.
Why OVO Clothing is More Than Just Streetwear
OVO is not just a clothing label; it’s a lifestyle brand. By merging fashion, music, and culture, OVO has built a global community of loyal followers. From its music label and annual OVO Fest, to its collaborations and flagship stores, the brand is a multifaceted empire.
Wearing OVO is about belonging to an exclusive culture that celebrates music, urban life, and luxury fashion with an edge.
The Future of OVO Clothing
As OVO Clothing continues to expand globally, its influence on fashion and culture is only growing stronger. With more collaborations, flagship stores, and seasonal collections planned, OVO is solidifying itself as one of the leading luxury streetwear brands in the world.
