Drake is making it clear that family and loyalty are top priorities in his life, as he highlights in his latest “OG” campaign for OVO (October’s Very Own). Teaming up with his OVO family, the Canadian rapper returns as the face of the collection, which seems to reference the buzz around his friendships and relationships that dominated discussions over the summer.

Recently, Drake took center stage at a Toronto club, using the moment to share his thoughts on what it means to have “real friends.” He reflected on the painful truth of realizing that some people in life aren’t as genuine as they seem. “My real friends are definitely in the building,” Drake said, before going on to talk about the shifting nature of friendships. He explained, “You’re going to come to a point in life where people you thought were close to you switch up. They might stab you in the back, act funny with you, and betray your trust. That’s how life is. Sometimes it’s just you, standing alone.”

Drake’s words resonate with his ongoing issues with several figures in the industry, such as Kendrick Lamar, Future, Metro Boomin, Rick Ross, and fellow Canadian artist The Weeknd. Despite these challenges, Drake remains grounded, showing that his loyalty lies with those who have stayed true to him. The “OG” campaign reflects this theme of trust and family, with his long-standing friends Jonny Roxx (@ovoroxx) and Niko Carino (@ovoniko) joining him in the spotlight. The campaign imagery features the group proudly sporting the iconic OVO owl logo, symbolizing their unity and support for one another. Each member also appears in individual shots, showcasing other pieces from the collection, including a letterman jacket and various sweaters.

The OVO OG Collection, which launches online on October 11, is a celebration of the close-knit relationships Drake holds dear, reinforcing that for him, family always comes first.