OVO - Campus 2026 - USA

Following the Canadian Campus collection, I wanted to continue exploring Gothic typography, but shift the reference point from Canadian architecture and academic tradition to something distinctly American.

The inspiration came from the DIY style of early New York b-boy crews at the birth of hip-hop, who customized everyday athletic clothing with iron-on lettering, crew names and personal identifiers. The rounded, softened Gothic lettering gave these pieces a distinctive character, somewhere between traditional sportswear and street style.

For the US universities, I wanted to bring that visual language forward, connecting an early expression of hip-hop style to where the culture is today. Translated through modern collegiate apparel, it creates a natural continuation of the Campus concept while giving the American schools their own identity.

Role: Concept, Creative Direction, Design & Client Management.
Art Direction and photography by Mats Schram. Talent: Loe Shimmy
Developed for October’s Very Own, University of Miami, University of Alabama,
Penn State University, University of Georgia