Canadian streetwear and merchandise label founded by The Weeknd, known for its dark, music-driven aesthetic and high-profile collaborations.
ORIGIN
Canada
PRICE TIER
contemporary
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.