The Rise of OVO and Its Iconic Hoodies
Introduction
Since its inception, October’s Very Own (OVO) has risen to become one of the most influential brands in both fashion and music. Rooted in the dynamic synergy of streetwear culture and hip-hop ,OVO store has transcended its humble beginnings as a merchandise extension of Drake’s music career to evolve into a fully-fledged lifestyle brand. At the core of this rise is the OVO hoodie—a garment that represents far more than just apparel. It symbolizes a cultural movement, a fusion of luxury and streetwear, and a nod to both Toronto and global fashion trends.
This article delves into the origin of OVO, its journey in fashion, and why the OVO hoodie, in particular, has become such an essential item in modern streetwear culture.
The Origin of OVO
OVO, short for October’s Very Own, began as a blog and a nickname associated with Canadian rapper Drake, whose birthday falls in October. The term “October’s Very Own” was first used as part of Drake’s early career branding, when he was establishing himself as an up-and-coming artist. However, what started as a personal blog and a phrase that resonated with Drake’s fans quickly expanded into something larger, thanks to his collaboration with Oliver El-Khatib and Noah “40” Shebib.
In 2012, OVO transitioned from a blog to a lifestyle and fashion brand. The OVO crew saw an opportunity to create something tangible that merged music, art, and street culture. Starting with limited-edition merchandise—like T-shirts and caps—OVO’s first foray into fashion was a natural extension of Drake’s influence in the music industry.
As the popularity of the brand grew, it became apparent that OVO could be more than just a merchandise line. With a distinctly minimalist aesthetic and strong branding—often represented by the iconic owl logo—OVO resonated with Drake’s fans and urban fashion enthusiasts alike.
Streetwear Meets Luxury
One of OVO’s major accomplishments has been its ability to bridge the gap between streetwear and luxury. Early collaborations with established streetwear brands such as Roots, Jordan Brand, and Canada Goose helped establish OVO as a serious player in the fashion world. These collaborations allowed OVO to solidify its image, leveraging quality craftsmanship and innovative designs while maintaining a cool, urban edge.
In this context, the OVO hoodie became a symbol of this dual identity. The hoodie, a staple in streetwear, was elevated by the brand’s focus on premium materials and attention to detail. OVO’s hoodies are typically designed with high-quality cotton or fleece, with embroidery or screen-printed logos. Minimalistic yet bold, they embody the “less is more” ethos that has come to define the brand. In doing so, the OVO hoodie quickly gained a reputation for luxury and exclusivity.
The OVO Hoodie: A Symbol of Culture
The OVO hoodie is more than just a piece of clothing—it’s a representation of Toronto’s rise in the global cultural landscape. Toronto, affectionately known as “The 6ix” (a term popularized by Drake), has become synonymous with the brand. OVO clothing, particularly the hoodie, carries the pride and style of the city.
At the same time, the hoodie appeals to a wider audience, transcending regional loyalty. Thanks to Drake’s global fanbase, OVO hoodies have become a staple in streetwear scenes far beyond Canada, from New York to London, Tokyo, and beyond.
The owl emblem, prominently featured on OVO hoodies, has become a cultural signifier in its own right. The logo represents wisdom, mystery, and nocturnal vision—a fitting symbol for a brand tied to nightlife, music, and culture. For many fans, wearing an OVO hoodie is a way to affiliate with this symbolism and the world that Drake and his team have created.
Collaborations: Expanding the OVO Hoodie’s Reach
One key element of the OVO brand’s success lies in its strategic collaborations. These partnerships have further solidified the brand’s luxury streetwear status and have consistently driven interest in the OVO hoodie.
- OVO x Jordan Brand OVO’s collaboration with Jordan Brand is one of the most notable partnerships in the brand’s history. The collaboration kicked off in 2015, and it wasn’t long before OVO’s version of the Air Jordan 10 and 12 sneakers became highly sought-after. Alongside the shoes, limited-edition apparel collections were released, which included coveted OVO hoodies. This partnership reinforced OVO’s connection to hip-hop, sports, and sneaker culture.
- OVO x Canada Goose OVO also worked with Canada Goose, a brand renowned for its high-quality outerwear. Together, they produced co-branded parkas and winterwear, expanding the brand’s repertoire beyond streetwear into functional, luxury outerwear. The collaboration included cozy, heavyweight hoodies and sweatshirts, embodying both OVO’s urban aesthetic and Canada Goose’s technical craftsmanship.
- OVO x Clarks Originals In 2018, OVO teamed up with British footwear brand Clarks Originals to release a collaborative collection that featured suede Wallabees, a popular shoe style. To accompany the footwear, a range of OVO hoodies and sweatshirts was introduced, blending British heritage with OVO’s modern street style.
These collaborations have helped OVO remain relevant in the competitive fashion space, driving demand for their iconic hoodies with each new release.
OVO’s Exclusivity Factor
One of the reasons for the ongoing allure of the OVO hoodie is the brand’s limited availability. New OVO drops often sell out within minutes, creating a sense of urgency and scarcity around the product. Much like other streetwear giants such as Supreme, OVO thrives on this exclusivity, with customers often lining up for hours at physical stores or eagerly awaiting online releases.
Beyond this, the limited-edition nature of many OVO hoodies means that some pieces become collector’s items. Whether it’s a hoodie from a specific collaboration or a one-off event, OVO has mastered the art of turning streetwear into a high-stakes game for fashion enthusiasts.
The OVO Flagship Store Experience
Part of the OVO brand’s growth has involved opening flagship stores in major cities. Toronto, naturally, was home to the first OVO store, which opened in 2014. Located in the trendy Yorkville neighborhood, the store was designed to be an extension of the OVO lifestyle, offering not just apparel but an immersive brand experience.
Following the success of the Toronto location, OVO opened flagship stores in cities like New York, Los Angeles, London, and Vancouver. Each store is carefully curated to reflect the brand’s minimalist design ethos. In these stores, the OVO hoodie is often front and center, with each location offering exclusive releases, adding to the allure of the brand.
OVO’s Impact on Streetwear and Fashion
The OVO hoodie has become a key player in the larger streetwear landscape. As streetwear continues to blur the lines between luxury and casual fashion, OVO has become one of the primary examples of how this fusion can succeed. The hoodie, a previously casual item of clothing, has now become an item of prestige and style, thanks to OVO’s influence.
OVO has managed to stay relevant by releasing products that blend with the ethos of contemporary fashion while staying true to the brand’s roots. The OVO hoodie, in particular, is a testament to the brand’s ability to stay ahead of trends while maintaining timeless appeal.
Conclusion
In less than a decade, OVO has gone from being a music merchandise line to one of the most respected names in streetwear and luxury fashion. At the heart of this rise is the OVO hoodie—a garment that has come to symbolize the merging of music, culture, and fashion. Whether through high-profile collaborations, its unique branding, or the exclusivity that surrounds each release, the OVO hoodie continues to be a sought-after item in modern fashion.
For fans, wearing an OVO hoodie is more than just a fashion statement; it’s an affiliation with a cultural movement that resonates worldwide. As OVO continues to expand its influence in the fashion world, the hoodie will undoubtedly remain a cornerstone of its success, representing the brand’s vision, quality, and connection to its loyal fanbase.