October’s Very Own: A Cultural Powerhouse in Streetwear and Music
October’s Very Own, commonly known as OVO, is a Canadian lifestyle brand and record label that has become a global force in fashion and music. Founded in 2012 by international rap icon Drake, along with his longtime collaborators Noah “40” Shebib and Oliver El-Khatib, OVO represents a fusion of high-end streetwear and a unique musical vision. The brand name originates from Drake’s birth month, October, and reflects his personal identity and Toronto roots.
At its core, OVO is more than just a clothing line or a label — it’s a cultural movement. The signature owl logo, sleek aesthetic, and limited-edition drops have helped the brand gain a cult-like following. OVO’s collections often include hoodies, T-shirts, varsity jackets, and accessories, characterized by minimalistic designs and premium materials. The brand frequently releases seasonal collections and collaborates with major labels like Canada Goose, Jordan Brand, and Roots, merging streetwear with luxury fashion.
In music, OVO Sound has become a respected label, launching the careers of several prominent artists including PARTYNEXTDOOR, Majid Jordan, Roy Woods, and dvsn. The label emphasizes moody, ambient R&B and hip-hop, contributing to the evolution of Toronto’s music scene and influencing the sound of contemporary music worldwide. OVO Sound Radio, launched in 2015 on Apple Music’s Beats 1, gave fans an intimate window into the label’s latest projects and exclusive tracks.
What sets OVO apart is its authenticity. The brand stays close to its Toronto roots, frequently incorporating Canadian themes and showcasing local talent. The OVO flagship stores, located in major cities such as Toronto, New York, Los Angeles, and London, serve as hubs for fans to connect with the brand’s aesthetic and culture.
Drake’s influence as an artist and tastemaker is undeniably a key driver of October’s Very Own success. His global reach and ability to constantly reinvent himself keep OVO relevant and in demand. Yet, OVO stands strong as its own entity — a brand that speaks to individuality, style, and creativity.
From its humble beginnings to its status as a multi-million-dollar empire, October’s Very Own remains a defining voice in both fashion and music. With a loyal fan base and an expanding global presence, OVO continues to shape the cultural landscape, one drop at a time.
