October’s Very Own: A Cultural Powerhouse Born in Toronto
October’s Very Own , commonly known as OVO, is more than just a fashion brand or a record label — it’s a cultural movement. Founded by global music icon Drake, alongside longtime collaborators Noah “40” Shebib and Oliver El-Khatib, OVO has grown from a niche collective into a globally recognized lifestyle brand, deeply rooted in Toronto’s creative spirit.
The name “October’s Very Own” is a nod to Drake’s birth month, October, but it has come to represent excellence and authenticity in music, fashion, and branding. Originally established as a music collective around 2006, OVO gained traction through Drake’s early mixtapes and his meteoric rise to superstardom. As his fame grew, so did the influence of the OVO brand. In 2012, OVO Sound was officially launched as a record label in partnership with Warner Records, becoming home to notable artists such as PARTYNEXTDOOR, Majid Jordan, dvsn, Roy Woods, and others.
Parallel to its music success, OVO developed a streetwear line that blends luxury and urban fashion. Known for its signature owl logo — a symbol of wisdom and mystery — the OVO clothing brand features minimalistic, high-quality designs that reflect both the colder Toronto climate and the understated aesthetics of its founders. The brand releases seasonal collections, often dropping limited-edition collaborations with heavyweights like Canada Goose, Jordan Brand, and Clarks. These drops frequently sell out within minutes, showcasing the label’s strong market demand and cultural cachet.
OVO has also made a significant impact through its annual OVO Fest, launched in 2010. The Toronto-based music festival has hosted some of the biggest names in hip-hop and R&B, and it’s become a summer staple for fans around the world. More than just a concert, OVO Fest celebrates Toronto’s diversity and Drake’s unwavering commitment to his hometown.
At its core, October’s Very Own represents a fusion of ambition, artistry, and authenticity. It has successfully transcended the typical boundaries of a music label or fashion house to become a full-fledged lifestyle brand. With global reach, loyal fans, and a clear creative vision, OVO continues to redefine what it means to be a brand in the modern era — rooted in music, driven by culture, and unapologetically Canadian.
