Authentic Brands Group announced Thursday that it has acquired a majority stake in the intellectual property of OVO (October’s Very Own), the premium lifestyle brand co-founded by Drake. Drake will retain a significant ownership stake and continue to shape the brand’s creative vision.
As part of the transaction, Vince Holding Corp. (Nasdaq: VNCE), a longstanding Authentic network partner, has acquired OVO’s operating business. Vince will serve as the core apparel licensee, overseeing design, product development, merchandising, and retail stores.
The structure follows Authentic’s established model of pairing iconic IP with specialized operators while leaving creative control with the original talent. OVO currently operates 12 flagship stores alongside its global e-commerce presence and is known for its distinctive owl logo and black-and-gold aesthetic. The brand was founded by Drake (Aubrey Graham), Oliver El-Khatib, and Noah “40” Shebib, and is led by CEO Drex Jancar.
Deal Structure and Quotes
Authentic’s release emphasizes that Drake remains the driving force: “As the driving force behind OVO, Drake will retain a significant ownership stake and continue shaping its creative vision alongside Authentic.”
Drake said in the announcement: “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. Authentic and VNCE are the perfect partners to help us continue to grow.”
Jamie Salter, Founder and Executive Chairman of Authentic, added: “OVO has earned a place among the world’s most influential lifestyle brands because it has always stood for something authentic and unmistakable. Drake and his team have built something with incredible cultural influence. We see 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.”
Vince CEO Brendan Hoffman noted that OVO’s creative and design identity “remains its own,” with Vince’s role focused on supporting that vision and expanding consumer reach.
Context and Portfolio Fit
Authentic owns or invests in more than 50 brands and drives over $38 billion in annual systemwide retail sales through a network of more than 1,700 licensees and partners across 150 countries. Its portfolio already includes high-profile creator and entertainment properties such as Shaquille O’Neal, David Beckham, Kevin Hart, Elvis Presley, Muhammad Ali, Marilyn Monroe, Sports Illustrated, Reebok, Champion, and others.
OVO becomes the latest creator-led lifestyle brand in that ecosystem. The deal separates the intellectual property (now majority-owned by Authentic) from day-to-day operations (now under Vince), a structure Authentic has used successfully with other properties. Vince itself operates the Vince luxury apparel brand and brings wholesale, retail, and e-commerce infrastructure.
Financial terms were not disclosed.
Implications
For Drake and the OVO team, the transaction provides capital and operational scale without ceding creative direction. Retaining a significant ownership stake and explicit creative control is a notable feature of the agreement and aligns with how Authentic has structured other talent-driven deals.
For Authentic, OVO adds a culturally relevant, globally recognized lifestyle brand with an existing retail footprint and strong association with one of music’s most commercially successful artists. The company has repeatedly positioned itself as a platform that accelerates both heritage brands and next-generation creator IP through content, experiences, and commerce.
For Vince, the deal expands its role as an operator within Authentic’s network and gives it a high-profile streetwear/lifestyle property to manage alongside its core Vince brand. Hoffman’s comments underscore that the company views the assignment as a trust-based partnership rather than a full brand overhaul.
Looking ahead, the parties indicated the combination of Drake’s creative leadership, Authentic’s global brand platform, and Vince’s operational capabilities is intended to drive international expansion, new product categories, and additional business lines. No specific timelines or new market targets were detailed in the announcement.
The deal is distinct from Drake’s recorded music interests under OVO Sound and focuses solely on the lifestyle and apparel brand.