The OLG (Ontario Lottery and Gaming Corporation) has teamed up with internationally acclaimed Brooklyn-based designer Kevin Leonel to unveil a groundbreaking upcycled clothing collection that is also a wearable LOTTO MAX lottery ticket. This innovative collaboration, known as the Thrift Drop Collection, is set to launch on July 22nd, 2024, and promises to redefine the intersection of fashion, sustainability, and gaming. However, fashion enthusiasts can get an early look at the collection in real life (IRL) at The Well from July 12th. The pop-up will be open to the public, offering a unique opportunity to see and purchase these exclusive pieces before the official launch.
We got a chance to meet Kevin Leonel inside the pop-up at The Well ahead of it’s opening tomorrow, for an upclose and personal look at the collection and interview. So that we can bring you some of the scoop on the amazing designer, making waves all over TikTok, the collaboration with OLG and more. You may have also caught some of the amazing collaborations with other creators promoting the collection too. Like this one with Glory Allan.
A new wave of sustainable fashion
Kevin Leonel, a Brooklyn-based designer, has been making waves in the fashion industry with his unique approach to upcycling and his knack for transforming vintage textiles into one-of-a-kind fashion pieces. His journey began four years ago when he taught himself to sew in his studio apartment, driven by a passion for sustainability and a love for fashion. Over the years, Kevin has garnered attention for his ability to reimagine sports memorabilia and vintage fabrics into wearable art, earning him collaborations with major sports teams and celebrities.
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“Taking something that was old, that didn’t have too much life left in it and giving it a new form of life,”
Kevin Leonel, Brooklyn-based fashion designer
“Taking something that was old, that didn’t have too much life left in it and giving it a new form of life,” says Kevin Leonel. This philosophy is at the heart of his work, and it resonates powerfully in the Thrift Drop Collection.
The OLG and Lotto Max Connection
OLG, a crown agency responsible for lottery and gaming in Ontario, is well-known for its commitment to supporting community and charitable initiatives. LOTTO MAX, one of its most popular lottery games, offers Canadians a chance to dream big with life-changing jackpots. This collaboration with Kevin Leonel marks a creative expansion for OLG, merging the excitement of lottery gaming with the growing trend of sustainable fashion.
“We wanted the authentic vintage feel,” explains Jenna LeBlanc, VP of Communications at OLG. “We know Gen Z, a new target of ours, which is so important to the sustainability of our business, loves this, right? So we’re really leaning in to meet them where they are, in their space.”
The Thrift Drop Collection: Fashion with a Twist
The Thrift Drop Collection is a limited-edition line featuring unique pieces crafted from upcycled materials. Each garment in the collection includes a code redeemable for one year’s worth of LOTTO MAX tickets ($260.00 CAD) on OLG.ca. This fusion of fashion and gaming is not only innovative but also emphasizes sustainability and environmental consciousness.
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Kevin Leonel’s creative process for this collection involved sourcing vintage textiles from various locations, including Brooklyn and international markets. “The sourcing was everywhere. It didn’t matter as long as it looked aesthetically pleasing and did the job,” says Kevin. He meticulously curated the fabrics to ensure they were strong enough to be transformed into durable, stylish garments while retaining their vintage charm.
The collection features a range of sizes, including small, medium, large, and extra-large, ensuring inclusivity and accessibility. The average piece in the collection is priced in the $200 CAD range (which varies per item), making it a viable option for fashion-forward individuals who are also eco-conscious
Behind the Scenes: Crafting the Collection
Kevin Leonel’s dedication to craftsmanship is evident in every piece of the Thrift Drop Collection. “The biggest focus here was to make it feel like a one-of-one, right? Make it have different characteristics. Really letting the fabrics, do the talking, and then the numbers complement that,” he explains.
The garments are designed to be unisex, offering versatility in styling. Kevin’s attention to detail shines through in the use of inspired numbers from sports events like the World Cup and World Series, adding a nostalgic yet contemporary feel to the pieces. The numbers are coordinated in white to amplify their visual impact against the vintage fabrics.
“We took two blankets, then took the pattern that we needed, we cut it in half to give a slit look. Once we had that, we even used the elements of the edge of a blanket, which is why the edges are shaped out this way. And then we left the fringes, because we wanted it to make it feel as authentic as possible,” Leonel describes.
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The charitable partner: EcoEquitable
All proceeds from the sale of the Thrift Drop Collection will be donated to EcoEquitable, a registered charity dedicated to textile waste reduction and women’s empowerment through sewing skills development. This partnership underscores the collection’s commitment to sustainability and social impact.
EcoEquitable provides training and employment opportunities to women, particularly newcomers to Canada, helping them gain valuable skills and build a better future. “Once I heard that 100% of the proceeds were going to a charity that focuses on sustainability and reusing old textiles, I was fully on board,” Kevin Leonel shares.
See the collection at The Well: July 12-14
The Thrift Drop Collection will be available to the public starting tomorrow, July 12th, at a special pop-up event. Fashion enthusiasts and lottery fans alike will have the chance to explore these exclusive pieces. Each garment, with its unique design and embedded LOTTO MAX code, offers an exciting blend of style and the thrill of potentially winning big–up to a years worth of weekly LOTTO MAX tickets that is.
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So stop by the LOTTO MAX Thrift Drop pop-up between 11AM-9PM on July 12 and 11AM-7PM on July 13,14 for your chance to see the full collection and meet Kevin Leonel IRL!
You can’t purchase just yet, until the collection drops on the 22nd, but guests will be able to customize a tote bag and have it signed by Leonel himself.
What’s next? Kevin Leonel’s future projects
Kevin Leonel’s collaboration with OLG is just one of the many exciting ventures on his horizon. He hinted on an upcoming projects with the NHL, showcasing his versatility and appeal across different industries. “I feel like my time in Toronto isn’t going to slow down anytime soon, because I now have an NHL license to sell,” Leonel reveals. And he recently had a collab with the Leafs too.
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His dedication to sustainable fashion continues to drive his creative process, inspiring him to explore new ways to repurpose vintage materials. “I see more major corporations stepping in and trying to make a difference for the environment. One of the reasons I also jumped into this was because a lot of companies produce so many textiles every year, and sometimes it doesn’t sell, it goes to waste. I can give this a new twist and give it a new feel that no one else is thinking about,” Leonel says.
OLG’s vision for sustainability
OLG’s commitment to sustainability is evident in their collaboration with Kevin Leonel. By supporting initiatives like the Thrift Drop Collection, OLG aims to promote environmental consciousness and engage with younger, eco-conscious audiences. This partnership is a testament to OLG’s innovative approach to community engagement and their dedication to making a positive impact.
“People are shopping more and more for thrifted items, vintage items, things that they can divert from landfill.”
Jenna LeBlanc, VP of Communications for OLG
Jenna LeBlanc emphasizes the importance of sustainability in OLG’s business strategy. “We’ve seen the consumer behaviour change. People are shopping more and more for thrifted items, vintage items, things that they can divert from landfill. So really, that was the inspiration for this. We’re really leaning in to meet them where they are, in their space,” she explains.
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Fashioning a sustainable future
The Thrift Drop Collection by Kevin Leonel and OLG is a remarkable blend of fashion, sustainability, and gaming. This innovative collaboration not only offers unique, stylish garments but also supports a worthy cause through its partnership with EcoEquitable. As the collection launches to the public tomorrow, it promises to captivate audiences with its distinct designs and the exciting prospect of winning LOTTO MAX tickets.
Kevin Leonel’s visionary approach to upcycling and OLG’s commitment to sustainability set a new standard for creative collaborations. This collection is a testament to the power of innovation and the potential for fashion to drive positive change in the world. Whether you’re a fashion enthusiast, a lottery fan, or simply someone who cares about sustainability, the Thrift Drop Collection is an opportunity to make a stylish statement while supporting a meaningful cause.
