The Brand Behind the Hoodie: What is OVO?
OVO stands for October’s Very Own, a fashion and lifestyle brand created by Canadian rapper Drake and his team. Originally launched as a music collective and record label in the early 2010s, OVO quickly grew into a full-blown streetwear empire. The brand now produces high-end fashion essentials, lifestyle products, and limited-edition collaborations—all deeply rooted in Drake’s personal identity and artistic journey.
Among its most popular products is the OVO hoodie, instantly recognizable thanks to its clean design, premium quality, and subtle owl logo that has become a fashion icon.
Founder and Ownership: The Power of Drake
The driving force behind OVO is none other than Aubrey “Drake” Graham—rapper, singer, songwriter, and global superstar. He co-founded the brand with Oliver El-Khatib, his longtime manager, and Noah “40” Shebib, his producer. While OVO was initially focused on music, the trio saw the potential to expand into fashion as a way to express their unique style and reach their global audience in new ways.
Drake’s personal touch is embedded in every element of OVO—from the marketing campaigns to the carefully curated product lines. This is not a celebrity endorsement deal—it’s a brand that lives and breathes the OVO lifestyle.
The History of OVO Clothing
OVO’s fashion journey began around 2011, when the brand released its first limited-edition hoodies and T-shirts, often handed out at concerts or sold in extremely limited quantities online. These early drops helped build the foundation of a cult-like following, driven by fans of Drake’s music and his signature style.
As demand grew, OVO opened its first flagship store in Toronto in 2014. This marked a turning point, transforming the brand from a niche merch line into a serious contender in the streetwear industry. Since then, OVO has expanded to multiple cities including Los Angeles, New York, London, and beyond.
Design DNA: What Makes the OVO Hoodie Special
The OVO hoodie is a study in refined simplicity. It’s often crafted from heavyweight fleece or French terry cotton, delivering exceptional comfort and structure. The designs are clean and minimal, typically featuring:
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The OVO owl logo embroidered or printed on the chest
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High-quality drawstrings and metal eyelets for a premium finish
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Subtle branding—never loud or flashy, but unmistakable to those who know
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Seasonal colorways that range from neutral tones to bold seasonal drops
This hoodie doesn’t shout—it whispers exclusivity, luxury, and identity.
Quality Over Quantity: Craftsmanship and Fit
One of the reasons OVO hoodies have become so respected in the streetwear scene is their premium craftsmanship. The materials used are soft yet structured, warm yet breathable. They’re made to last—offering a dense, weighty feel that distinguishes them from standard mass-produced hoodies.
The fit tends to run slightly boxy and true to size, with enough room for layering but not oversized unless you size up intentionally. Ribbed cuffs and hems help maintain shape, while the double-stitched seams reinforce the hoodie’s durability.
Cultural Significance: More Than Just Merch
What makes the OVO hoodie stand out is its cultural relevance. It’s not just clothing—it’s a badge of identity for fans of Drake and the OVO movement. The owl logo has become a symbol recognized globally, representing a mix of music, fashion, and lifestyle.
Wearing OVO means aligning yourself with a vision of success rooted in humble beginnings, emotional resilience, and creative excellence. For fans in Toronto and beyond, it also represents Canadian pride on a global stage.
Limited Drops and Scarcity Appeal
OVO hoodies are typically released in limited quantities, adding to their exclusivity and resale value. Collections are often seasonal, released during “OVO Seasons” or around key dates like October (Drake’s birth month and the brand’s namesake). These drops create a sense of urgency and hype—fans line up at flagship stores or rush online to secure their size before it’s gone.
This strategy mirrors high-fashion capsule releases and has helped OVO establish a reputation for being both coveted and collectible.
OVO Collaborations That Elevated the Brand
Over the years, OVO has partnered with major brands and artists to expand its fashion footprint. Collaborations with Canada Goose, Jordan Brand, Clarks Originals, and even the Toronto Raptors have pushed the hoodie and the brand into new style territories.
These partnerships often include special-edition hoodies that blend the collaborator’s identity with OVO’s signature minimalism—further reinforcing the brand’s elite status in streetwear culture.
Celebrity Co-Signs and Global Popularity
Drake himself is the brand’s best ambassador. He wears OVO pieces on stage, in music videos, and during courtside appearances at NBA games. But he’s not the only one. Celebrities like LeBron James, Travis Scott, The Weeknd, and Rihanna have all been spotted rocking OVO hoodies—propelling the brand beyond music fandom into the upper echelons of pop culture fashion.
Retail and Resale: What It Costs to Own One
Retail pricing for OVO hoodies typically starts around $140 to $180 USD, depending on the design and material. Special releases or collaborative editions can be priced higher. Due to their limited nature, resale prices can sometimes double—especially for rare colorways or discontinued styles.
For fans, the price reflects the hoodie’s premium quality, cultural weight, and exclusivity.
Sizing Guide and Fit Notes
OVO hoodies are generally true to size, with a comfortable yet tailored feel. Those who prefer an oversized look often size up. Because the fabric is heavyweight, it holds shape well and provides warmth, making it perfect for cooler seasons or layering with jackets.
Many customers recommend washing it inside-out and line drying to maintain its condition and prevent fading.
The Legacy of OVO: A Brand with Staying Power
In the world of celebrity-driven fashion, few brands have achieved the lasting impact that OVO has. It’s not just tied to Drake’s popularity—it stands on its own as a quality-driven, culture-anchored label that continues to innovate while staying rooted in its origins.
From sold-out hoodies to global collaborations, OVO has cemented its place in the streetwear hall of fame. It’s a brand that resonates with ambition, loyalty, and evolution.
Final Thoughts: Why the OVO Hoodie Still Reigns
The OVO hoodie represents everything the brand stands for: quiet confidence, elevated basics, and cultural expression. Whether you’re a Drake fan or just appreciate finely made, limited-edition fashion, this hoodie delivers on every front—comfort, design, and symbolism.
In a crowded streetwear market, OVO stands tall not by shouting, but by setting a tone that others want to follow. Wearing one isn’t just about style—it’s about being part of a movement built on creativity, legacy, and vision.
