Canadian rapper Drake's fashion label October's Very Own (OVO) will make its European debut with a store in London's Soho.
The brand is one of a crop of companies taking up 10-year leases in Great Portland Estates' new 30 Broadwick Street development. Other new tenants will include Nespresso and makeup retailer Bobbi Brown.
OVO clothing launched in 2011, as the apparel arm of the record label of the same name, which was founded by Drake, Oliver El-Khatib, and the producer known as "40". It opened a Toronto flagship store in 2014 before expanding to Los Angeles and New York.