Drake's OVO Brand Pops Up at Wynn Plaza

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The rapper extends his partnership with the casino-resort to retail.

Hundreds lined up on Las Vegas Boulevard on Saturday morning not to get into the city’s hottest dayclub but to buy merch at the 700 square-foot OVO “October’s Very Own” Boutique inside luxury shopping center Wynn Plaza.

The label founded by Aubrey "Drake" Graham, Oliver El-Khatib and Noah "40" Shebib in Toronto 2008 has become a global lifestyle movement with nine stores worldwide, including a recent opening in Chicago.

Located on the first floor, Las Vegas’ OVO will be open through January 12, 2020 selling a range of merchandise, the Essentials Collection, which will be restocked regularly to limited-edition drops every Friday and new pieces for fall/holiday 2019. Created for this moment is the OVO Wynn shop tee, which is only available at the popup.

Some of the items available include a black-and-white Gallery 1950 Owl rug, $198; racing and pit crew shirts, $58 to $128; hoodies, sweats and polos; and the OVO black-and-red Jordan and Woolrich blanket. There are also towels, keychains, pins and even an ashtray.

The rapper has an exclusive partnership with Wynn Nightlife that has produced a handful of sellout appearances since January, including September 14 at XS Nightclub.

Wynn Nightlife also has a collaboration with Off White creator and Louis Vuitton men’s director Virgil Abloh that includes a DJ residency and a storefront for his first West Coast boutique.

This story originally appeared on Billboard.com