October’s Very Own, the leading streetwear brand by Canadian rapper and songwriter Drake, has launched its fifth flagship, and first European store in London’s Soho.
The OVO brand; founded in 2010, encompasses Drake’s record label, OVO Sound, as well as a radio station and music festival. The fashion label, launched in 2011, proceeded to open flagship stores in Yorkdale, Toronto, LA and New York where it saw huge success with its range of accessories, bottoms, shoes, hats, hoodies, sweatshirts, shirts and t-shirts.
The London store will showcase the brand's latest fall and winter line, as well as special limited edition releases, designed exclusively for the new retail space, including a 2017 women's holiday capsule collection.
The building now housing the new OVO store; located on Soho’s Poland Street, was recently awarded Best West End New Build in the 2017 OAS Development Awards.
As well as establishing itself as a new streetwear destination in London, the new store provides Drake fans with a physical hub; creating a community and strengthening the relationship between brand and consumer.
Bruce Gillingham Pollard acted on behalf of Great Portland Estates to secure this letting.