OVO, which is an acronym that stands for October's Very Own, is a popular apparel brand founded by Canadian Music Artist Drake alongside two of his childhood friends. The brand name was inspired by one of Drake’s mixtapes, specifically the 2006 "Room for Improvement" mixtape which has a track named October’s Very Own. The OVO apparel brand was launched in 2011 and has since become a prominent name within the fashion industry, widely known for its unique aesthetic that blends streetwear with luxury elements as well as the iconic owl logo that symbolises wisdom, mystery, and the connection to Drake's music label, OVO Sound.
The OVO collection stands out among other apparel collections and features a wide range of clothing such as t-shirts, hoodies, sweatshirts, jackets, pants, and shorts as well as accessories like hats, socks, and bags. They incorporate a mix of casual and elevated styles which cater to various fashion preferences adding to the diversity of the collection. The brand has emphasised quality and craftsmanship in its apparel by using premium materials and paying attention to the construction and fit of its garments. This has significantly contributed to OVO's reputation for producing well-made and durable clothing.
Additionally, the OVO apparel brand has been a part of high-profile collaborations that have led to the release of limited-edition apparel and exclusive products that are highly sought after years after their initial release. Some of these collaborations include brands such as Air Jordan, Canada Goose, and even Fear of God. Examples of the products resulting from these collaborations include the Jordan 8 Retro OVO White and the OVO Essentials T-shirt.
