Drake’s popular streetwear and lifestyle brand, October’s Very Own (OVO), is reportedly finalizing a deal to sell a 50% stake to Authentic Brands Group (ABG). If completed, the deal would mark one of the most significant developments in OVO’s history, bringing the Toronto-based label into ABG’s expansive portfolio of intellectual property and consumer brands. ABG currently oversees globally recognized names including Reebok, Champion, and Quiksilver, leveraging a licensing-driven business model to expand brand reach across international markets.
Founded in 2011 by Drake alongside longtime collaborators Oliver El-Khatib and Noah “40” Shebib, OVO has evolved from a music-affiliated merchandise line into a globally recognized streetwear label. The brand is known for its distinctive owl logo, premium basics, collegiate-inspired apparel, outerwear, and high-profile collaborations with partners such as Toronto Raptors, Canada Goose, and Jordan Brand.
Industry observers view the potential ABG partnership as a strategic move that could accelerate OVO’s international growth, broaden its licensing opportunities, and strengthen its retail footprint while allowing the founders to retain significant influence over the brand’s creative direction. Similar transactions have enabled fashion and lifestyle brands to scale globally through expanded distribution networks, category extensions, and operational support.
Despite the anticipated ownership change, OVO continues to operate its own direct-to-consumer ecosystem. All official seasonal collections, collaboration releases, lookbooks, and product launches are announced and distributed through OVO’s owned channels, ensuring that consumers receive authentic product information directly from the brand.
