After a successful drop in 2022—which completely sold out in 24 hours—OLG returns with a new collection. This time around, the Ontario Lottery and Gaming Corporation taps fashion designer Kevin Leonel. Known for his unique ability to breathe new life into pre-loved apparel, Leonel creates a collection that weaves nostalgia and modernity, speaking to this generation’s most enthusiastic drop collectors. True to form, Leonel hand-crafted each item in the capsule. Employing his trademark upcycling and thrifting techniques, he put together a collection where no two items are the same. Each piece is special and exclusively one-of-a-kind.
The LOTTO MAX Thrift Drop collection includes a range of hoodies, zip-up jackets, and t-shirts. Leonel designs each piece with seven number appliques, upcycled from various thrift stores across the country. These random numerical combinations not only make each piece distinct but also could double as the wearer’s LOTTO MAX lottery numbers. Each knitted split hoodie, vintage lace jacket, vintage lace shirt, or split t-shirt from the collaboration contains a code redeemable for a lottery bonus that is equal to approximately one year’s worth of LOTTO MAX tickets on OLG’s website—meaning the shirt on your back could win you up to $70 million.*
Not only does this collection pioneer a new type of collaboration—one that merges fashion and lifestyle—but it also reflects this generation’s unique interest in upcycling. As Leonel champions sustainability in his everyday practice, the collection fills a demand for such items while showcasing a commitment to a more eco-friendly fashion world. Here, he subverts traditional design codes and channels his unparalleled ability to reimagine sports memorabilia and vintage fabrics into wearable art. Leonel and his team sourced over 700 different textiles and utilized over 7,000 numbers in total. Their work spanned five months and included hundreds of hours designing and sewing.
Proceeds from this year’s collaboration will go towards EcoEquitable, an Ottawa-based charity that aims to empower women through sewing skills development while reducing textile waste. For over 20 years, the nonprofit has been dedicated to sustainability and educating individuals and organizations on upcycling practices. EcoEquitable and OLG both work to uplift the people of Ontario through their initiatives, and because of these shared core values, this partnership seems like a natural fit. With this new collection, OLG hopes to encourage Ontarians to “Dream To The Max” and continuously express their individuality through creative expression.
This isn’t the first time OLG has released a clothing line with a trailblazing streetwear label. Two years ago, the organization teamed up with Mr. Saturday to release the LOTTO MAX Dream Drop collection. That collaboration, which included hoodies, jackets, t-shirts, as well as trucker hats and socks, sold out in one day.
The Kevin Leonel x LOTTO MAX Thrift Drop collection will be available on July 22, 2024. Register on OLG’s official website for early access. Users must opt-in by July 21 to receive early access. Items will be sold on a first-come, first-served basis, and quantities are limited.
*Terms and conditions apply. Visit OLG.ca/thriftdrop for more details, including how to access. Limited quantities available, while supplies last. Must be 18+, Ontario only. Access does not guarantee ability to purchase. Each clothing item contains one (1) code redeemable on OLG.ca for a $260.00 Lottery bonus credit to a player account (which is approximately equal to one (1) LOTTO MAX ticket per week for 52 weeks). OLG.ca player account required. Limit of one clothing item per person. Lottery numbers are to be selected by eligible participant in their sole discretion and the numbers included on any clothing item do not in any way guarantee any particular outcome for LOTTO MAX or any other lottery.