On December 10 2016, Drake and his partner Oliver El-Khatib opened their third October’s Very Own flagship in New York City. You’ll find the new flagship store at the corner of Bowery and Bond Street. Founded in 2011, OVO has grown into its own respectable luxury brand (and music label) that runs far deeper than merch. This is due largely in part to Drake’s own tasteful personal brand, which can be described in one word: plush.
For example, a defining moment for fashion in 2015 was Drake flaunting both Acne Studios cashmere and OVO sweats in the Hotline Bling music video, which has received over a billion views to date. Today, the ‘hotline bling pink’ can still be found on everything from an OVO beanie to a soft flannel shirt.
October’s Very Own, according to Drake’s website, is not just a clothing company, but an “all-encompassing lifestyle brand.” The brand’s logo is an owl, because the letters OVO looks like an owl.
OVO also has flagship stores in Los Angeles and Drake’s native Toronto. The New York store is in the gorgeous Bouwerie Lane Theatre, which formerly housed the Rogan boutique. There is a surly bouncer at the door who doesn’t like it when you try to take photos inside. It’s worth a visit if you’re into Drake and his style. The line in front of the store says it all.
54 Bond Street, New York, NY; open Monday through Wednesday 12:00 p.m. to 7:00 p.m., Thursday through Saturday 12:00 p.m. to 8:00 p.m., Sunday 12:00 p.m. to 6:00 p.m.