Since 2014, Drake and Oliver El-Khatib have opened five OVO shops, two in Toronto and one in New York, Los Angeles and London.
They sell OVO brandied hoodies, T-shirts, beanies, snapbacks, keychains, beach towels, ashtrays, notebooks, water bottles, phone covers and sneaker wipes, which are mostly also available online.
Prices on their regular items range from a couple dollars to a couple hundred dollars.
It all adds up to about 50 million a year, reports The Business Of Fashion.
"Plenty of musicians and actors lend their names and famous faces to lines of apparel and trinkets. But the sense of community found at OVO shops is the secret sauce that Drake and business partner Oliver El-Khatib are using to build a streetwear empire that’s likely to clear $50 million in sales this year, according to a person familiar with the brand’s finances. It’s a similar element that has helped to transform once-niche streetwear labels like Supreme into global brands."
Hmm. Is OVO going to be the next Supreme?