October’s Very Own

What October’s Very Own does

October's Very Own (OVO) is a privately held Canadian lifestyle and apparel company founded in Toronto in 2008 by rapper Drake (Aubrey Graham), Oliver El-Khatib, and Noah "40" Shebib. The company designs, produces, and sells premium streetwear and accessories targeted primarily at style-conscious male consumers and Drake's global fan base. The product portfolio centers on core apparel (sweatshirts, t-shirts, tops, outerwear, sweatpants, pants, shorts) and accessories (headwear, socks, water bottles, money clips, lanyards), organized into two principal sub-brands: OVO UNIFORM (Classic, Signature, Muskoka, and Collegiate collections) and OVO Golf (performance apparel plus premium foursome experiences priced up to $8,000). OVO maintains an active licensed-collaboration program with WWE, Batman, Harlem Globetrotters, NEEDLES, Oracle Red Bull Racing, Mike Tyson, and Romero Britto, and an institutional collegiate partnership with five Canadian U Sports football programs.

OVO operates a vertically integrated direct-to-consumer distribution model combining a Shopify-powered e-commerce platform—shipping to more than 50 countries with multi-currency support—and 12 owned flagship retail stores across Canada, the United States, and London. Reported 2024 revenue was approximately $72 million USD. Pricing is positioned at premium streetwear price points (t-shirts $62–$98, hoodies $132–$248, accessories $18–$148). In January 2026 the company raised approximately $5.2 million in convertible note financing from Applied Real Intelligence (A.R.I.) to fund global expansion; OVO subsequently defaulted, triggering a Forbearance Agreement in March 2026, partial $3.8M repayment in May 2026, and ongoing British Columbia Supreme Court litigation in which A.R.I. is seeking approximately $4.6 million. Separately, Drake and co-founders are reportedly in discussions to sell a 50% ownership stake to Authentic Brands Group (ABG), a brand-management platform with $36B+ in global retail sales across 50+ brands.

Name

October’s Very Own

Legal name

October's Very Own ULC

Website

https://us.octobersveryown.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

101–250 employees

Short description

October's Very Own is a Toronto-based premium streetwear and lifestyle brand founded by Drake in 2008, selling apparel, accessories, and golf products directly to global consumers via Shopify e-commerce and 12 flagship stores in Canada, the United States, and London.

Ownership category

akta.pro rank

Product category

Premium Streetwear Apparel

NAICS

Clothing and Clothing Accessories Retailers (4581)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Outdoor & Active Lifestyle Apparel Retail (CRAAABAL)

akta.pro secondary industry

Customized & Personalized Fan Gear Retail (CRAMAOAJ)

Keywords

• Premium streetwear apparel
• Celebrity fashion brand
• Lifestyle clothing line
• Licensed apparel collaborations
• Men's casual apparel

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. Apparel and Accessories Sales: OVO generates revenue through direct sales of its lifestyle and streetwear products including apparel (hoodies, t-shirts, sweatshirts, pants, shorts), accessories (socks, hats, bags, water bottles), and collaborations. Products are sold at fixed retail prices through owned e-commerce and retail stores.
2. Collaborations and Licensing: OVO creates limited-edition collaborative products with entertainment properties (WWE, Batman, Harlem Globetrotters) and sports brands (Oracle Red Bull Racing, Mike Tyson), generating revenue through premium-priced capsule collections.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

October's Very Own (OVO) designs, brands, and sells premium men's streetwear and lifestyle apparel — including sweatshirts, t-shirts, tops, outerwear, sweatpants, pants, shorts, headwear, and accessories — through its own Shopify e-commerce site and 12 flagship stores in Canada, the United States, and London. The portfolio is structured around the OVO UNIFORM sub-brand (Classic, Signature, Muskoka, and Collegiate collections), the OVO Golf sub-brand (golf apparel and premium foursome experiences), and recurring licensed capsule collaborations with entertainment and sports partners such as WWE, Batman/Joker, Harlem Globetrotters, NEEDLES, Oracle Red Bull Racing, and Mike Tyson.

Product overview

October's Very Own (OVO) is a Canadian lifestyle and apparel brand founded by rapper Drake in 2008, headquartered in Toronto. The brand operates as a vertically integrated lifestyle company offering men's streetwear and accessories through 12 flagship stores across Canada, the United States, and London. The product portfolio centers on core men's apparel including sweatshirts, tees, tops, outerwear, sweatpants, pants, shorts, and headwear, complemented by accessories such as socks, lanyards, money clips, water bottles, and bookends. The brand is organized into two main sub-brands: OVO UNIFORM (comprising Classic, Signature, Muskoka, and Collegiate collections offering everyday and comfort-focused apparel with northern-inspired aesthetics) and OVO GOLF (a golf-specific collection including performance polos, stretch nylon garments, golf accessories, and premium golf experiences). OVO also maintains an extensive collaboration program featuring licensed partnerships with Batman/Joker, Harlem Globetrotters, NEEDLES, Oracle Red Bull Racing, Mike Tyson, and WWE, as well as a U Sports football merchandise partnership. The brand sells e-gift cards and operates international e-commerce shipping to numerous countries. OVO competes in the premium streetwear and celebrity-led lifestyle brand space alongside brands like SKIMS and Fenty.

Differentiator

Problem solved

Functional benefit

Brands

• OVO Golf: Golf-focused sub-brand featuring golf apparel, accessories, and experiences including the OVO Golf Classic events
• OVO Uniform
• Muskoka
• Collegiate

Products and services

• OVO Men's Apparel (Sweatshirts, Tees, Tops, Outerwear, Sweatpants, Pants, Shorts)
• OVO Headwear
• OVO Accessories
• OVO UNIFORM Sub-Brand (Classic, Signature, Muskoka, Collegiate Collections)
• OVO Golf
• WWE x OVO Collaboration Collection
• Batman x The Joker x OVO Collaboration Collection
• Oracle Red Bull Racing x OVO Collaboration Collection
• Harlem Globetrotters x OVO Collaboration Collection
• NEEDLES x OVO Collaboration Collection
• Mike Tyson x OVO Collaboration Collection
• OVO E-Gift Card

Quantifiable outcome

• 2024 revenue of approximately $72 million

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered strategic, minor and core.

• Authentic Brands Group (ABG)strategicStrategic or Co-development Partner · 1 January 2026Drake and OVO were reportedly in discussions with ABG regarding a potential 50% ownership stake sale. ABG is a New York-based brand development and licensing company managing 50+ brands including Champion, Reebok, and Sports Illustrated, generating $36+ billion in annual global retail sales. A potential deal could position OVO for broader international expansion through ABG's licensing network.
• WWEminorStrategic or Co-development PartnerOVO collaborated with WWE on a merchandise line featuring wrestler-themed apparel including Trish Stratus, Chelsea Green, Rey Mysterio, Shawn Michaels, Rhea Ripley, Stone Cold, John Cena, and Roman Reigns products. Items include hoodies, t-shirts, long-sleeve tees, and hats with WrestleMania and wrestler branding.
• Oracle Red Bull RacingminorStrategic or Co-development PartnerOVO partnered with Oracle Red Bull Racing Formula 1 team on collaborative apparel products featuring Red Bull Racing branding combined with OVO design elements.
• Batman x The JokerminorStrategic or Co-development PartnerLimited-edition collaboration featuring DC Comics Batman and Joker intellectual property on OVO apparel products.
• Harlem GlobetrottersminorStrategic or Co-development PartnerCollaboration with the legendary basketball exhibition team on branded merchandise including basketball shorts.
• Mike TysonminorStrategic or Co-development PartnerCollaboration with boxing legend Mike Tyson on branded apparel merchandise.
• NEEDLESminorStrategic or Co-development PartnerCollaboration with Japanese fashion brand NEEDLES on apparel products.
• U Sports Football ProgramsminorStrategic or Co-development PartnerFive Canadian university football programs partnered with OVO for a merchandise line featuring campus memorabilia and apparel options released August 29, 2025.
• Klean KanteenminorOEM/ Whitelabel/ Licensing PartnerOVO collaborated with Klean Kanteen on branded insulated water bottles - 20oz black stainless steel bottles with OVO owl logo, featuring Climate Lock double-wall vacuum insulation and BPA-free construction.
• ShopifycoreTechnology or IntegrationOVO's e-commerce platform is powered by Shopify, providing the technical infrastructure for the online store including payments, shipping calculations, and order management.

Scale indicators5 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Off-White: Luxury streetwear brand founded by Virgil Abloh, blending high-fashion and street aesthetics at premium prices with global retail. Comparable to OVO in target consumer, premium price positioning, and DTC plus flagship distribution.
• Supreme: Iconic streetwear brand built on limited drops, brand hype, and direct-to-consumer retail. Directly comparable to OVO in distribution model (DTC + own stores), premium pricing, and celebrity/cultural cachet. Currently owned by VF Corp following its 2020 acquisition.
• SKIMS: Kim Kardashian-founded apparel and shapewear brand operating a DTC model with premium pricing, celebrity-led demand, and category extensions. The company has been cited by OVO's own materials as a peer, and shares the celebrity-founder, premium-DTC, and limited-retail structure.
• Kith: Premium streetwear and lifestyle retailer founded by Ronnie Fieg, operating DTC e-commerce, own flagship stores, and an extensive collaboration program. Direct comparator for OVO on retail model, collaboration engine, and lifestyle brand extensions.
• Rhude: Luxury streetwear label founded by Rhuigi Villaseñor, sold at premium prices through own DTC channel and select luxury retailers. Comparable to OVO on premium streetwear positioning, founder-driven identity, and lifestyle category extension.
• BAPE: Japanese streetwear brand known for bold graphics, limited drops, and global flagship retail. Comparable to OVO in collector-driven streetwear model, premium pricing, and pop-culture/celebrity-driven brand demand.
• Fenty: Rihanna-founded fashion and beauty brand under LVMH partnership. Comparable to OVO as a celebrity-led fashion house with premium DTC positioning, broad cultural reach, and category-extension strategy into adjacent lifestyle segments.
• Fear of God: Luxury streetwear label founded by Jerry Lorenzo, operating at a premium price point with DTC and selective retail. Comparable to OVO in elevated streetwear aesthetic, premium pricing, and category extension into essentials and sportswear.

Broad incumbents

• Authentic Brands Group: Brand development and licensing platform managing 50+ brands. Directly relevant as the reported buyer in OVO's potential 50% stake sale, and as a peer in the celebrity/IP-driven brand monetization space.

Emerging players

• Cactus Jack (Travis Scott): Travis Scott's merchandise and lifestyle brand operating as a celebrity-driven streetwear label. Comparable to OVO in artist-led drop model, hype-driven demand, and collaboration-driven product strategy, though smaller and less vertically integrated.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/octobersveryown
• Instagraminstagram.com/octobersveryown
• TikToktiktok.com/@octobersveryown
• Xx.com/welcomeOVO

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about October’s Very Own