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Founded in 2011 in Toronto by Abel Tesfaye (The Weeknd) and his creative team, XO began as an independent record imprint and has since evolved into a full-fledged streetwear and lifestyle brand. Rooted in the moody, cinematic aesthetic of Tesfaye’s music, the label translates his sonic universe into tangible fashion. XO is known for its dark, graphic-heavy apparel, featuring signature motifs like the iconic XO logo, skulls, and album-specific artwork. The core product lines include heavyweight hoodies, graphic tees, and outerwear that appeal to a unisex audience of fans and streetwear enthusiasts alike.

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