OVO Clothing: The Legacy of October’s Very Own in Fashion
Introduction: The Rise of OVO Clothing
In the world of streetwear and luxury casualwear, few brands have achieved the cultural dominance and fashion credibility that OVO Clothing has. Short for October’s Very Own, OVO began as a musical collective and record label founded by Drake, Noah “40” Shebib, and Oliver El-Khatib. What started as an extension of Drake’s identity and influence has transformed into a full-fledged fashion empire—OVO Clothing—that now stands alongside iconic streetwear labels like Supreme, BAPE, and Fear of God.
At the intersection of hip-hop, luxury, and modern streetwear, OVO Clothing reflects the mood of a generation: sleek, minimalist, high-quality, and quietly powerful.
The Origins of OVO Clothing
A Music-Fashion Hybrid
The origins of OVO Clothing trace back to 2011, a time when Drake was solidifying his place at the top of the music industry. Along with his childhood friends, he envisioned a brand that could bridge music, lifestyle, and fashion. OVO was more than merch—it was a statement. It wasn’t about flashy logos or seasonal trends; it was about timeless identity.
OVO started releasing small capsule collections in limited quantities, often through exclusive drops. These included hoodies, tees, varsity jackets, and accessories—all with a subtle yet recognizable aesthetic. The early pieces were adorned with the now-iconic OVO Owl logo, a symbol of wisdom, power, and night-time creativity.
The Iconic OVO Owl Logo
Perhaps the most distinctive element of OVO Clothing is the gold owl emblem, often seen perched on the chest or sleeve of hoodies and shirts. The owl is deeply symbolic:
It reflects Drake’s late-night recording habits.
It represents introspection, insight, and power.
It has become a global symbol of taste, mystery, and quality.
Whether on a black hoodie or embroidered into a varsity jacket, the owl has helped define the brand’s identity—quietly elite, rarely loud, but always noticed.
Key Product Categories
1. OVO Hoodies
OVO hoodies are a cornerstone of the brand, known for their premium cotton, soft fleece lining, and minimalist design. Most feature:
The OVO owl or script embroidery
Clean silhouettes
Black, gold, cream, olive, and seasonal colors
Limited-edition themes (e.g., Raptors, Bape collabs)
2. T-Shirts and Long Sleeves
OVO tees are essentials. With soft cotton construction and clean design, they often feature:
Subtle branding
Seasonal graphics (from Halloween to Canada Day)
Collaboration prints with artists and other fashion houses
3. Varsity Jackets
These iconic, limited-run jackets are made from premium leather and wool. Often embroidered with the owl and OVO branding, they have become collector’s items, especially in city-exclusive drops like Toronto, New York, and London.
4. Tracksuits and Sweatpants
Comfort and luxury meet in OVO’s sweats and joggers. Fitted, heavy-weight, and embroidered, they maintain both relaxed streetwear vibes and premium quality standards.
5. Headwear & Accessories
From fitted caps and beanies to phone cases, socks, and gold chains—accessories are a big part of OVO’s offering. These items are often the entry point for new fans of the brand.
Collaborations: Merging Culture and Fashion
OVO has built a reputation for exclusive, high-demand collaborations, often tying into music, sports, and pop culture. Some notable ones include:
OVO x Canada Goose – Limited cold-weather gear with co-branded logos and ultra-premium materials.
OVO x NBA (Toronto Raptors) – As the global ambassador of the Raptors, Drake created gear celebrating Toronto basketball, including jerseys, jackets, and hats.
OVO x BAPE – A streetwear match made in heaven, combining Japanese urban style with Canadian luxury.
OVO x Roots – Two Canadian giants delivering rich heritage apparel.
OVO x Clarks – Premium Wallabee boots with custom OVO detailing.
These collabs not only highlight OVO’s credibility in fashion but also its power to move seamlessly between niche luxury and mainstream streetwear.
OVO Flagship Stores: A Global Presence
Though OVO started in Toronto, its retail presence has expanded internationally. OVO flagship stores are more than shopping destinations—they are lifestyle experiences. Cities include:
Toronto – The home base, located on Dundas Street West.
New York City – A sleek, modern space reflecting NYC’s energy.
Los Angeles – With its minimalist design and VIP clientele.
London – A major hub for OVO’s international presence.
Chicago & Vancouver – Growing OVO’s North American footprint.
These stores host exclusive regional drops, which fuels scarcity and resale demand, often reselling for two to three times retail price.
Limited Drops and Exclusivity
A significant part of OVO Clothing’s appeal is its limited availability. Weekly and seasonal drops create a “hype” culture, similar to Supreme and Travis Scott merch. Collections often sell out within minutes, and this scarcity fuels:
A booming resale market
Collector culture
Brand loyalty
OVO has mastered the art of controlled supply, ensuring each piece feels exclusive and valuable.
OVO Clothing in Hip-Hop and Pop Culture
Drake has never shied away from using his massive platform to promote OVO. In music videos, concert tours, award shows, and interviews, Drake and his entourage wear OVO gear consistently. This has turned the brand into a cultural force.
Other artists like Lil Baby, Future, The Weeknd, and Metro Boomin have been spotted wearing OVO gear. For many, wearing the owl is a way of showing affiliation with a movement bigger than fashion—it’s about ambition, creativity, and connection to the culture.
The Influence of Canadian Identity
Though internationally known, OVO remains deeply rooted in Canadian identity. The brand consistently integrates:
Maple leaf logos
Canada Day collections
Support for Canadian talent
Raptors-inspired merch
This loyalty to origin has helped OVO stand apart from American streetwear brands and positioned it as a leader in global Canadian fashion.
OVO and the Luxury Streetwear Market
As fashion evolves, the lines between luxury and streetwear continue to blur. OVO finds itself at the crossroads of both worlds—balancing premium quality with urban design. Unlike traditional fast-fashion streetwear, OVO pieces:
Are made with high-end materials
Fit tailored and premium
Are priced at luxury mid-tier levels, ranging from $60 for tees to $600+ for varsity jackets
That positions OVO in the same market as Fear of God Essentials, Off-White, Aimé Leon Dore, and Rhude.
Sustainability and Brand Values
While OVO Clothing has focused more on exclusivity and branding in the past, recent years have seen moves toward:
Higher quality control and durability
Manufacturing transparency
A shift to more ethical materials (especially in outerwear and knits)
Additionally, OVO has donated proceeds to various social justice initiatives, music education programs, and mental health awareness—aligning its fashion efforts with community impact.
Conclusion: The Evolution of OVO Clothing
From Toronto roots to worldwide fame, OVO Clothing has grown into one of the most influential fashion brands of the modern era. More than just merchandise for Drake fans, it’s a global lifestyle brand representing luxury, authenticity, ambition, and creativity.
By mixing music culture, high fashion, and minimalist design, OVO Clothing offers something rare in today’s saturated market: quiet confidence. It doesn’t scream for attention—it earns it.
In a world of fleeting trends and throwaway fashion, OVO Clothing stands for timeless identity. Whether you’re wearing an OVO hoodie in New York or lacing up OVO x Clarks in London, you’re not just wearing a brand—you’re representing a movement. October’s Very Own is no longer just a name. It’s a symbol of where culture, class, and creativity collide.