Authentic Brands Group has acquired a majority stake in Toronto-born rapper Drake’s lifestyle label October’s Very Own (OVO), the companies announced, while confirming Drake will retain a minority interest and continue to help shape the brand’s creative direction.
What the deal means for OVO
The move pairs OVO with one of the biggest licensing players in North America. Authentic, which has a track record of buying and growing consumer brands, said it will work with apparel firm VNCE (Vince Holding Corp.) on design, product development and retail for OVO offerings. The partners described the plan as a way to expand the brand into additional markets while preserving what makes it distinct.
“We’re just a couple kids from Toronto who started something we believed in. Here we are 20 years later, same kids with bigger dreams,”
Drake said in a statement, adding that Authentic and VNCE are “the perfect partners to help us continue to grow.”
“OVO has earned a place among the world’s most influential lifestyle brands because it has always stood for something authentic and unmistakable,”
Jamie Salter, founder and executive chairman of Authentic, said the company sees “a significant opportunity to take that even further, opening new markets, building new businesses and reaching more people around the world without losing what makes OVO, OVO.”
Background on Authentic and its approach
Authentic Brands has expanded rapidly through a mix of licensing agreements with celebrities and strategic purchases of established labels. The company has become one of the largest licensors in the United States, trailing only The Walt Disney Co., and has built a portfolio by both signing well-known talent and acquiring legacy brands.
Noted acquisitions and partnerships highlighted by Authentic include:
- Licensing agreements with stars such as Kevin Hart, Shaquille O’Neal and David Beckham
- Purchases of consumer brands including Brooks Brothers, Champion, Sports Illustrated and the Care Bears
Why this matters to shoppers and the fashion market
OVO blends celebrity culture with apparel, tapping fans of Drake as well as mainstream consumers seeking lifestyle goods tied to cultural influence. With Authentic’s resources and VNCE’s apparel expertise, the brand could see broader distribution, new product lines and international retail expansion. For consumers, that may mean more frequent product drops, a wider range of sizing and fits, and availability in more markets beyond the brand’s traditional channels.
For independent Canadian retailers and local partners, the transaction signals continued global investor interest in homegrown cultural exports. It also underscores how celebrity-led labels can evolve from niche streetwear or merch into full-scale lifestyle businesses through strategic partnerships.
What to watch next
Authentic said the partnership will focus on growth while protecting the brand’s identity. Observers will be monitoring how quickly new products reach stores, whether OVO shifts into new categories beyond apparel and how Drake’s continued creative involvement plays out in campaign work and product lines. The companies have not disclosed financial terms or an exact timeline for the next phases of expansion.
As the business partnership unfolds, fans and industry watchers alike can expect more collaborations, new retail placements and potentially accelerated global rollouts — all under the stewardship of a company that has made growth through licensing and brand acquisition its core strategy.
| Entity | Role |
|---|---|
| Authentic Brands Group | Majority owner, licensing and expansion partner |
| October’s Very Own (OVO) | Lifestyle brand; Drake remains minority owner and creative contributor |
| VNCE (Vince Holding Corp.) | Design, product development and retail partner |
The deal is another example of how cultural influence and commerce continue to intersect in fashion and lifestyle sectors — a trend that shows few signs of slowing as musicians and creators build brands that extend well beyond music sales.
