OVO vs XO: How Toronto’s Two Streetwear Powerhouses Actually Compare in 2026
OVO is Drake’s October’s Very Own label and XO is The Weeknd’s. Both are Toronto-born artist brands, but they look and sell very differently. Here is how they compare in 2026, and what to do if you cannot get either.
OVO or XO: Which Should You Pick?
Pick OVO for everyday streetwear and XO for a piece from one specific Weeknd era. Here are the two side by side.
| OVO (Drake) | XO (The Weeknd) | |
|---|---|---|
| Where it started | Began in 2008 as Drake’s blog and became a clothing line in 2012 | The Weeknd’s label from 2012, merch-driven from the After Hours era (2020) |
| The look | Owl logo, cream or eggshell with gold and navy or black, sports-luxe | Black with blood red and the odd cream accent, cinematic noir |
| Worn outside the fan bubble | Yes, it reads as elevated streetwear with Toronto pride | Less so, it reads best on Weeknd fans |
| How it sells | Staple pieces plus bigger collab capsules | Era and tour capsules, so timing matters |
| Best-known collabs | Jordan, the NBA and Raptors capsules, Roots | H&M, Puma, the After Hours era merch |
| Pick it if | You want an everyday piece | You want a piece from one specific Weeknd era |
Brand Identity: How Each One Actually Reads
OVO reads as elevated, sports-luxe streetwear; XO reads as cinematic and dark.
OVO (October’s Very Own) began in 2008 as Drake’s blog and became a clothing line in 2012. Owl logo, a cream, gold and navy palette, sports-luxe aesthetic, with a Toronto-pride tilt. You will see it worn by people who do not even listen to Drake.
XO is The Weeknd’s label (2012) that became merch-driven around the After Hours era (2020). The look is dark, blood red and after-hours noir, the visual extension of After Hours through Hurry Up Tomorrow. It is tighter on audience: it reads best on Weeknd fans.
Visual TL;DR: OVO is cream or eggshell, gold and navy or black. XO is pure black, blood red and the occasional cream accent. The two palettes fight, so do not wear them together.
Drop Strategy: Which One Is Easier to Buy?
OVO is the steadier buy; XO is for moments. OVO keeps staple pieces coming back and saves the hype for collab capsules such as its Jordan and NBA releases. XO is built around eras and tours, so the piece you want from After Hours, Dawn FM or Hurry Up Tomorrow is easiest to get while that drop is live.
Collab History That Defined Each Brand
OVO has the broader collab list; XO has fewer, tied to specific eras.
OVO collabs that mattered:
- OVO x Jordan: the most recognised OVO line. The Air Jordan OVO releases moved the brand globally.
- OVO x NBA and the Raptors: Toronto-pride capsules.
- OVO x Roots: a capsule that bridged streetwear with a Canadian heritage label.
XO collabs that mattered:
- XO x H&M: The Weeknd’s first major retail collab, which made XO accessible for a while.
- XO x Puma: a parallel lifestyle line, less cited but well executed.
- After Hours era merch: the Heartless and Blinding Lights run that locked the bandaged-suit visual into XO’s identity.
If You Cannot Get Either: the Toronto Fan Alternative
If you missed the drop or want the look without the wait, an independent fan-made label is the third option. 6ix Merchandise sits in this lane: designed in Toronto, heavyweight French terry hoodies and heavyweight cotton tees, with era-specific fan-made pieces across both the Drake and Weeknd catalogs. We are upfront about being fan-made and not officially licensed.
Read our Drake and OVO buyer’s guide for picks across his catalog or the Weeknd buyer’s guide for After Hours through Hurry Up Tomorrow.
To see the Drake side of that lineup in one place, Drake merch at 6ix Merchandise runs from Certified Lover Boy and For All the Dogs to the Iceman tees.
For the other half of Drake’s Her Loss project, the 21 Savage hoodies, tees and Metro Boomin pieces fill out the shelf.
Beyond those two, the Travis Scott tees, hoodies and sweatshirts are the closest to a Cactus Jack look, and the Anthony Edwards hoodies, sweatshirts and tees cover the NBA side.
Frequently Asked Questions
Which is better: OVO or XO?
They are different products. OVO is the more everyday brand, with staple pieces and a look that works outside the fan bubble. XO is more limited and tied to specific eras, so it suits fans who want a piece from one Weeknd era. Pick OVO for everyday streetwear and XO for an era-specific piece.
How can you tell OVO and XO apart at a glance?
By the palette. OVO is cream or eggshell with gold and navy or black, with an owl logo. XO is black with blood red and the occasional cream accent. The two palettes fight, so they do not sit well together in one outfit.
Are there alternatives to OVO and XO?
Independent, fan-made labels such as 6ix Merchandise, also designed in Toronto, make heavyweight French terry hoodies and heavyweight cotton tees in the OVO and XO visual lanes. Our Drake and OVO buyer’s guide and Weeknd buyer’s guide break down picks by era.
Is 6ix Merchandise made or licensed by OVO or XO?
No. 6ix Merchandise is an independent fan-made label, designed in Toronto, and it is not affiliated with or licensed by OVO, XO, Drake or The Weeknd.
Does 6ix Merchandise ship worldwide?
Yes. Shipping is free on every order, worldwide, Canada included, and orders are delivered in 5–9 days. Unworn pieces with tags can be returned within 14 days.
Shop full catalog at 6ix Merchandise
All Toronto-designed: heavyweight French terry hoodies and heavyweight cotton tees. Free shipping on every order, worldwide.
Read next: more guides
Essential reading from across the 6ix Merchandise editorial:
Buying & care guides
Per-artist buyer’s guides