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The Rise of OVO: How Drake’s Brand Became a Cultural Phenomenon

In 2011, Drake, the Grammy-winning rapper, singer, and songwriter, founded October’s Very Own (OVO), a clothing and lifestyle brand that has since become a cultural phenomenon. From humble beginnings as a small clothing line to a global brand with a loyal following, OVO has cemented its place in the fashion and entertainment industries.

Early Days

OVO started as a side project for Drake, who was looking to create a brand that reflected his personal style and interests. The initial collection consisted of basic tees, hoodies, and hats, all bearing the signature OVO owl logo. The brand’s early success can be attributed to Drake’s dedicated fan base, who eagerly embraced the new venture.

Collaborations and Expansion

OVO’s big break came in 2013 when Drake collaborated with Jordan Brand on a limited-edition sneaker line. The partnership marked a turning point for the brand, introducing OVO to a wider audience and establishing its credibility in the fashion world. Since then, OVO has collaborated with numerous high-profile brands, including Canada Goose, Timberland, and Clarks, further expanding its reach.

Flagship Stores and Global Presence

In 2014, OVO opened its first flagship store in Toronto, followed by locations in New York City, Los Angeles, and London. The stores have become destinations for fans and fashion enthusiasts, offering a curated selection of OVO products, exclusive collaborations, and limited-edition releases.

Cultural Impact

OVO’s influence extends beyond the fashion world. The brand has become synonymous with Drake’s music and persona, reflecting his values of hard work, dedication, and loyalty. OVO has also been credited with helping to popularize the “Toronto sound” in music and putting Canadian fashion on the global map.

Philanthropy and Community

OVO has a strong commitment to philanthropy, with initiatives such as the OVO Foundation, which supports education and youth development programs. The brand has also partnered with various charities, including the Toronto Raptors Foundation and the Boys and Girls Clubs of Canada.


In just over a decade, OVO has evolved from a small clothing line to a global lifestyle brand, with a loyal following and a reputation for quality and innovation. As Drake continues to push boundaries in music and fashion, OVO remains an integral part of his legacy, a testament to the power of creativity, hard work, and dedication.

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Written by Byron Nelson

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