OVS, formerly known as Oviesse, stands as a prominent Italian clothing company with a rich history and an extensive international presence. Founded in 1972 as Organizzazione Vendite Speciali, a division of the Italian department store chain Coin, OVS has grown to become the largest clothing retailer in Italy. With 1,285 locations across 35 countries in Europe, Latin America, and Asia, OVS generated revenues of €1.32 billion in 2015, holding a significant 5% share of the national clothing retail market. This impressive growth underscores OVS’s role as a leader in the fashion retail industry, offering quality collections at competitive prices and continuously reinventing the shopping experience.

Throughout its history, OVS has maintained a strong commitment to quality, style, and innovation. The company’s in-house team of designers and product managers meticulously develop and manufacture clothing that embodies Italian taste and international trends. Notably, OVS has collaborated with renowned creative talents such as Elio Fiorucci, Davide De Giglio, and Ennio Capasa, the creator of Costume National, to create exclusive collections that appeal to a broad audience. This inclusive approach has made OVS a beloved brand among diverse customer groups, known for its attention to detail and dedication to providing stylish and affordable fashion.

With over 561 shops worldwide, including 492 in Italy and 69 abroad, OVS attracts more than 14 million shoppers annually. The brand’s success is reflected in its substantial sales figures, with over 100 million items sold each year and a particular emphasis on children’s clothing. Employing over 4,000 people, OVS manages a significant production volume, with over 105 million garments produced globally. This expansive reach and impressive operational scale illustrate OVS’s ability to meet the demands of its vast customer base while maintaining its core values of quality and affordability.

OVS TV Commercial starring Bianca Balti

How to tell if OVS is vintage from the logo

OVS has undergone several logo changes throughout its history, reflecting its evolution as a brand and its efforts to stay relevant in the fashion industry. By examining these logos, you can determine the era of your OVS items and understand the brand’s visual journey.

1972 to 1992 OVS logo

• The early OVS logo from this period is characterized by its simple and straightforward design.
• The logo features the brand name “oviesse” in lowercase letters with a distinct yellow accent on the “o”.
• The use of lowercase and the straightforward design reflect the brand’s approachability and accessibility during this era.

1992 to 2006 OVS logo

• During this period, OVS maintained a modern and minimalist approach.
• The logo features the brand name “oviesse” in lowercase, similar to the previous era, but with a more streamlined and uniform font.
• The addition of a small “ovs” emblem in the upper right corner signifies the brand’s attempt to modernize its image.

2006 to 2009 OVS logo

• In this era, the logo underwent a significant transformation, adopting a more contemporary and bold look.
• The brand name “OVS” is now in uppercase letters, emphasizing strength and presence.
• The design is minimalist, with a sleek black background and white text, reflecting modern fashion trends.

2009 to 2012 OVS logo

• The logo during this period retained the uppercase “OVS” but introduced the word “industry” below it.
• This change highlights OVS’s shift towards a more industrial and robust brand image.
• The use of a black background with white text remains, maintaining a clean and professional look.

2012 to 2014 OVS logo

• In this era, the logo reverted to a more simplified design.
• The brand name “OVS” is presented in a clean, white font against a black background, emphasizing clarity and simplicity.
• The design reflects the brand’s focus on modernity and elegance.

2014 to now OVS logo

• The current logo represents a refined and sophisticated evolution.
• The “OVS” text is in a sleek, modern font, with no additional elements, highlighting minimalism.
• The use of black and white colors underscores a timeless and classic aesthetic.

How to tell if OVS is vintage from the tags

OVS, originally known as Oviesse, has evolved significantly over the decades. This evolution is reflected in the brand’s tags, which can help in identifying the vintage of an OVS garment. Here’s a detailed guide on how to tell if your OVS clothing is vintage by examining its tags.

Having difficulty identifying vintage tags or labels? Submit a picture on our vintage tag identification page, and we’ll assist you!

1990s vintage OVS tags

• Tags feature the “oviesse” branding.
• Often include manufacturing information, such as “Made in China by oviesse-Venezia”.
• Utilizes bold serif lettering, indicative of the period’s style.

2000s vintage OVS tags

• Introduction of “OVS” branding, moving away from “oviesse”.
• Tags are often black with white bold lettering.
• Includes additional phrases like “LOVE PEOPLE. NOT LABELS.” along with size indicators.

2010s vintage OVS tags

• Continued use of “OVS” branding.
• Tags exhibit a modern look, sometimes featuring motivational phrases.
• Variety of colors and materials used for tags.