brand collection
October’s Very Own (OVO)
The University of Toronto was October’s Very Own (OVO) first collegiate institution partner to launch a unique capsule collection. Our collaboration with OVO began in 2022 and the debut collection sold out within hours of launch.
OVO and the University worked together to explore heritage athletic wear and campus traditions by elevating branded merchandise through creative design and craftmanship. The OVO branded apparel emphasizes comfortable and fashionable on and off-field leisure wear with silhouettes and textures drawn from archival athletic wear.
The OVO x U of T collection began as a way for rapper and co-founder Drake to show love to his hometown of Toronto. The collection was initially launched on Instagram with a campaign video that starred U of T alumna and four-time Olympic medallist Kylie Masse sporting an OVO x U of T emblazoned varsity jacket.
The second collection released the following year for students, faculty and staff wanting to showcase their University pride, featured rapper Lil Yachty to help model the latest line. The collection put a fresh spin on classic varsity clothing including rugby shirts and crewnecks, as well as accessories like ball caps.
Each series features a variety of items including OVO varsity jackets, t-shirts, caps and other apparel items in school colours. The items feature the signature OVO owl and the U of T’s maple leaf on the apparel items, signifying the co-branding of the two institutions.
TML is proud to facilitate such a groundbreaking partnership and set a standard for higher-end apparel partnerships going forward. With U of T being OVO’s first collegiate collection, many other universities across Canada and the U.S. would follow suit in the coming years, inspired from the initial launch from U of T. The OVO x U of T Campus Collection highlights the strong connection between fashion and academia while reinforcing a sense of pride and unity within the U of T community.
Visit the Bookstore to find this exclusive collection.
