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It's safe to say that Drake is one of the most beloved rappers in the game - but do you know what made his brand what it is today? OVO’s Poland Street boutique in London's Soho is much more than it seems. The spot displays goods like beanies, hoodies and unique accessories. The sense of community that has been created at the OVO boutique allows fans and lovers of streetwear to feel accepted by the label as though they are a part of something bigger than themselves. Drake and business partner Oliver El-Khatib have created an empire that’s likely to bring in $50m USD in sales this year.
Drake and El-Khatib originally founded OVO as a Myspace page that eventually turned into a blog that would allow them to explore music, art, photography and fashion. When Drake released his first solo album "Thank Me Later" in 2010, they saw a need for creating product and capitalized on that.
OVO has gained a competitive advantage over traditional fashion brands by bringing more to the table than just product - they have created an experience with feelings of joy and inclusion.