OVO x Roots’ 2016 Fall/Winter Collection Sees Collegiate-Inspired Soft Goods
October's Very Own
Record Label Founded by DrakeLatest Collections
October’s Very Own (OVO) is a record label founded by rapper Drake, producer Noah “40” Shebib, and Oliver El-Khatib, in 2012. The label consists of recording artists such as Drake, PartyNextDoor, Majid Jordan, and IloveMakonnen along with producers 40, Boi-1da, T-Minus, and Mike Zombie. The label has also produced its own line of clothing which include items such as t-shirts, sweaters, winter jackets, and accessories which are sold through the label’s online store.
2015
OVO inspires an alternative Toronto Raptors (NBA) jersey for official on-court usage
April - OVO Jordan X drops
New direction - OVO begins to drop seasonal collections
2014
December - Collaboration with Canada Goose
December - OVO brick-and-mortar flagship store opens in downtown Toronto
Partnership with Parisian boutique Colette
2013
New OVO merchandise drops alongside album “Nothing Was the Same”
2012
October - OVO webshop opening
2011
December - OVO and Roots collaborate on “Away From Home” tour jackets, which sold at a retail price of $500
October - Drake releases the video to “Headlines”, heavily featuring OVO clothing
July - Drake and company release merchandise and gear for the second OVO Fest
2010
OVO x Canada Goose Chilliwack parka drops
2008
April - OVO blog launched as an online platform for El-Khatib and other OVO associates
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