They say the best stories don't go in a straight line. Ours definitely didn't.
The $500 Bet (2014)
Apollo Originals started the way most real things do — with no money and a lot of nerve. In 2014, Boo McNamara was working as a strength and conditioning coach with some of Alberta's top professional hockey players. Between long days on the ice and late nights in the gym, he started sketching ideas that had nothing to do with workouts and everything to do with identity.
With $500 and a co-sign from his friend Matty, Boo started making hats. Not for a business plan. Not for investors. Just because they looked good and the people around him wanted them.
The Edmonton Years
What happened next wasn't supposed to happen that fast. The hats moved through Edmonton's creative and athletic circles like a rumour. Apollo collaborated with Oilers Nation and the Edmonton Eskimos. Players like Nail Yakupov and Connor McDavid started wearing the brand — not because they were paid to, but because it was genuine.
Two retail locations followed. One across from Rogers Place. One inside West Edmonton Mall. For a kid from Nova Scotia with $500 and a dream, it was surreal.
Then the pandemic hit. And like a lot of things that were built fast, it needed to slow down.
Coming Home
Boo moved back to Pictou, Nova Scotia. The brand was quiet. Some people thought it was done. But the thing about real brands is they don't die — they evolve.
Enter Ben Murray. Filmmaker. Creative. Streetwear head. The kind of person who sees a brand not just for what it is, but for what it could be. Ben brought a new eye, a new energy, and a new chapter. Together, they rebuilt Apollo from the ground up — this time as a creative studio disguised as a streetwear brand.
The New Era
Today, Apollo Originals operates from 21 George Street in Pictou — a small coastal town on the Northumberland Strait. We design collections and custom projects for brands and individuals across Canada. NHL players are back in the gear. Alex Vlasic, Matt Savoie, and others have been spotted wearing Apollo on team socials. CHL teams like the Halifax Mooseheads, Moncton Wildcats, and Cape Breton Eagles trust us with their custom apparel.
But here's the thing — we're not trying to be a big city brand operating from a small town. We are a small town brand. That's the point. World-class design doesn't need a skyline. It needs vision, craft, and something real to say.
What We Believe
Apollo sits at the intersection of sport, music, art, and street culture. Every piece we make carries a sense of place and perspective. We're not about trends that expire in a season. We're about things that feel lived-in, intentional, and timeless.
We believe the best stories come from places people overlook. We believe streetwear doesn't need the city. We believe in the kid from the small town who's got something to prove.
Sunrise Trail over Sunset Blvd. Every time.
What's Next
2026 is shaping up to be our biggest year yet. New collections are in the works. New collaborations are being cooked up. The Destination Hat Collection drops this spring — eight styles inspired by the places that shaped us. And the Bonfire Collection, a collaboration with Nova Scotia artist Squared Ghost, brings Maritime ghost stories to life on heavyweight tees.
If you're new here — welcome. If you've been rocking Apollo since the Edmonton days — we see you. Either way, this is just getting started.
— Boo & Ben
Apollo Originals, Pictou NS
