(Photo: Michael Garofalo)

(Photo: Michael Garofalo)

Assuming you’re cooler than I am, you probably already know that Drake has a clothing label called October’s Very Own. You probably also know that October’s Very Own opened a flagship store over the weekend at the corner of Bowery and Bond Street. You probably wouldn’t have had to Google all of this stuff like an idiot when you saw packs of trendy-looking teenagers flocking in and out of the store over the past few days and wondered what the hell was going on, like I did.

So here’s what I’ve learned. October’s Very Own, according to Drake’s website, is not just a clothing company, but an “all-encompassing lifestyle brand.” The brand’s logo is an owl, because the letters OVO sorta looks like an owl, I guess?

OVO also has flagship stores in Los Angeles and Drake’s native Toronto. The New York store is in the gorgeous Bouwerie Lane Theatre, which formerly housed the Rogan boutique. The opening warranted its very own teaser trailer:

There is a surly bouncer at the door who doesn’t like it when you try to take photos inside. You can head over and pick up a $48 denim baseball cap or a $128 pair of sweatpants, if you’re into that kind of stuff.