When it comes to hip-hop culture, Drake is probably one of the most recognizable figures in the game. The Canadian rapper, who is also the founder of his own fashion label October's Very Own, is a force to be reckoned with. He's sold over $50 million in merchandise since 2012 and is often seen on the street wearing OVO owl-branded clothing.
OVO's owl logo has become one of the most iconic in the industry, and it's easy to see why. The design consists of several white geometric shapes outlined in dark gold lines, and the bird's eyes and beak are stylized as "OVO."
Drake's OVO clothing line was launched by his tour manager Oliver El-Khatib in 2011, and has since expanded into collaborations with quintessential Canadian retailer Roots, low-key tees from Japanese cool guy shop Nepenthes, and a range of hoodies and accessories with Nike's Jordan brand. In 2017, Drake opened a dedicated OVO flagship store in London.
Among the most popular releases from Drake's OVO line are French Terry hoodies, Clarks Desert Boots, and Satin Canada Goose Chiliwack Bombers. The rapper's label also collaborated with video game company Capcom to release a limited edition capsule collection for the "Drake vs. Lil Wayne" tour, which featured OVO owl-branded lighters and a carabiner.
Another thing that sets OVO apart from other high-end brands is their emphasis on homegrown-ness. Many of the models pictured in OVO's pieces are Canadian influencers and creatives living in the city. This, I feel, helps to break the stigma of luxury-based brands being marketed only to the elite. It allows consumers to understand that OVO's merch can be worn by anyone who appreciates quality, style and a well-crafted piece.