- Drake debuted a one-of-a-kind silk robe custom-made by Italian designer Domenico Formichetti for his second annual NOCTA Manor retreat.
- The reveal followed a retreat held at a private New Jersey estate just after the 2026 FIFA World Cup Final, with guests including Kevin Durant, Sexyy Red, Devin Booker, Central Cee, and Yeat.
- It lands amid a broader wave of NOCTA activity, including a new Nike KD19 sneaker tied to Kevin Durant and custom "Iceman" gloves gifted to attendees.
Drake closed out his second annual NOCTA Manor retreat with one of the summer’s most personal flexes: a custom silk robe made for him alone.
Milan-based designer Domenico Formichetti, founder of the streetwear label PDF Channel, revealed the piece on social media on July 23, days after the invite-only gathering wrapped at a private estate in New Jersey.
Formichetti handmade the robe in Como, Italy, using 100% Como silk. An interior label reads “FATTO A COMO, ITALIA” and “100% SETA COMASCA,” while a large crest embroidered on the back spells out “NOCTA MANOR MMXXVI,” marking 2026 in Roman numerals. He shared the reveal with an Italian caption dedicating the handmade piece to Drake.
The robe was one of several exclusive touches at this year’s retreat, which followed the FIFA World Cup Final and drew guests including Kevin Durant, Sexyy Red, Devin Booker, Central Cee, and Yeat.
Nike used the weekend to quietly debut its first line of premium padel rackets and hand out custom “Iceman” gloves tied to Drake’s latest album.
NOCTA Manor launched in 2025 outside London during Drake’s Wireless Festival takeover and has become an annual centerpiece of his Nike partnership, echoing the brand’s wider 2026 push to pair musicians and athletes with bespoke fashion moments, as seen in G-Dragon’s PEACEMINUSONE campaign for South Korea, Nike’s KD19 campaign with Durant.
Beyond NOCTA (his ongoing design partnership with Nike since 2020), Drake’s endorsement activity includes a brand ambassador role with Aspiration Partners, Inc. (since June 2021), an investor stake in 100 Thieves (since October 2018), and an upcoming collaboration with Amazon.
Drake’s album Iceman, released in May, is still sitting in the Billboard 200’s top 10 after nine weeks, with single “Janice STFU” continuing to break his own chart records in Canada.
Takeaways
This isn’t a paid ad; it’s a designer earning a cultural cosign. Formichetti dressing Drake for an off-camera retreat is the kind of underground-to-mainstream jump streetwear designers spend years chasing, and it costs Nike nothing in ad spend while generating a full news cycle.
NOCTA Manor is quietly becoming Nike’s most exclusive marketing tool. Rather than a traditional campaign, it’s built on scarcity: a private guest list, custom one-of-one gear, and a flood of social posts from people who were there, which may be more effective than any traditional billboard.
Could this custom robe be a preview of an upcoming Formichetti x NOCTA capsule collection? Does gifting one-of-one pieces to a single celebrity generate more cultural cachet than a formal ad campaign would? How much of NOCTA Manor’s buzz is riding on Iceman‘s continued chart run versus the retreat standing on its own?
