OVS
Italian clothing chain founded in 1972 as Oviesse. The lowercase 'oviesse' branding with Venice manufacturing information marks the 1990s; the rebrand to bold uppercase 'OVS' on black tags in the 2000s is the definitive era divider.
- Origin
- Italy
- Founded
- 1972
- Category
- Designer & Casual
- Documented eras
- 3
How OVS labels evolved over time. Match the markers below against the tag in hand to place a garment in its era.
1990–1999
1990s vintage OVS tags
Tags feature the “oviesse” branding Often include manufacturing information, such as “Made in China by oviesse-Venezia”.
- 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.
How to spot it
Tags feature the “oviesse” branding — confirms this label era.
Value signal
Moderate collector interest; condition and completeness determine value.
2000–2009
2000s vintage OVS tags
Introduction of “OVS” branding, moving away from “oviesse” Tags are often black with white bold lettering.
- 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.
How to spot it
Introduction of “OVS” branding, moving away from “oviesse” — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.
2010–2019
2010s vintage OVS tags
Continued use of “OVS” branding Tags exhibit a modern look, sometimes featuring motivational phrases.
- Continued use of “OVS” branding.
- Tags exhibit a modern look, sometimes featuring motivational phrases.
- Variety of colors and materials used for tags.
How to spot it
Continued use of “OVS” branding — confirms this label era.
Value signal
Entry-level vintage; value driven by brand recognition and condition.