Aug. 5, 2017 – That’s the date that Drake plans to open a flagship store in Toronto’s Yorkdale mall. The opening coincides with OVOfest taking place over the long weekend at Echo Beach.
Drake and his posse roll up in a Cadillac-type vehicle, roam the halls clad in October’s Very Own (OVO) gear – like he and 20 of his best friends went for a stroll after dinner decked out in bling and black and white sweatshirts with the owl OVO logo. Of course the mall is closed. The video, released on social media hit a million views like a Formula 1 vehicle – ‘zero to a hundred’ – in about 24 hours on Instagram.
The store in Yorkdale is the second one in Toronto. The very first OVO store opened as a pop-up shop in downtown Toronto. Since then, Drake opened ‘flagship’ stores in LA and New York.
The brand has also expanded since then. October’s Very Own has partnered with Canada Goose, know for their cold weather winter wear, on a collection of custom Canadian-made Timber shell jackets for the spring 2017 collection.
OVO launched their online store in mid-May, offering lower prices to the UK and European markets and specialty products exclusively through the online shop and the OVO store app.
“The online shop will eliminate import duties, introduce local shipping rates and reduce delivery times,” they say.
The company also introduced a Clarks Originals custom-made desert boot, ‘made in England,’ at the Charles F. Stead factory. The boot features a hand-crafted Janus suede upper with a custom OVO debossed pattern throughout, an OVO-branded tag and insole, the phrase ‘KNOW YOURSELF’ on the tongue, and signature crepe soles.” It comes in three colours, purple, black and grey-tan.
Gold was featured heavily in the spring collection. The footwear has a gold logo and the outerwear has light or dark gold taping as an accent colour around the pockets and seams.
A sunnier Jamaican-flag gold was used as accents on T-shirts and headwear and messaging as a shout-out to the Caribanna festival events, which happens the same weekend as OVOfest (Sat. Aug 5 and Mon. Aug. 7). The newer pieces have a mix of darker colours – green, brown and black, warm colours and pastels. The favourites are black, white and gold, which are also featured heavily in the Yorkdale video, highlighted by gold jewellery.