The Story Behind Milkyway Apparel: More Than Just a Clothing Brand

What started as a dream — and honestly, a bit of a joke during COVID — became something I never expected.

It became Milkyway Apparel.

Hey, I’m Malcolm Dwayne Noel, founder and owner of Milkyway Apparel, and I wanted to take you behind the brand and explain what Milkyway Apparel really means to me.

Because today, it means a lot more than clothing.

It Started During COVID

During COVID, a lot of people started side hustles.

We suddenly had more time at home, the world had slowed down, and people started exploring ideas they may never have had the opportunity to try before.

Some of those side hustles eventually disappeared. Others grew into something completely different.

For Milkyway Apparel, a little bit of both happened.

The original idea changed.

The designs changed.

My goals changed.

And somewhere along the way, Milkyway Apparel became less about building a clothing brand and more about building something that could positively impact the community around me.

From Clothing to Community

Growing up in London, Ontario, community has always been important to me.

As Milkyway Apparel grew, I started thinking differently about what success should actually look like.

Of course, every business needs to make money to survive. But I didn't want the only measurement of our success to be how many hoodies, T-shirts or hats we sold.

I wanted Milkyway Apparel to introduce people to organizations, events and causes they may never have heard about otherwise.

Organizations such as Hutton House showed me how a clothing brand could help create awareness for incredible work happening right here in our community.

Then came my involvement with initiatives such as the Fight to End Homelessness, supporting the work being done through Youth Opportunities Unlimited(Y.O.U.).

Those experiences changed my mindset.

Instead of asking:.

"How big can I make this brand?"

I started asking:

"How much impact can this brand make?"

That question continues to shape Milkyway Apparel today.

Sometimes awareness comes from a social media post. Sometimes it's through an event, a conversation or someone wearing one of our pieces.

And sometimes it's something as simple as seeing the Milkyway Apparel logo driving around London on Darcy's car.

Every little bit matters.

The Part of Building a Brand Nobody Sees

Starting a clothing brand sounds exciting — and it absolutely can be.

But there is another side people don't always see.

The mental side.

There are suppliers to deal with, materials to research, designs that don't work, ideas that don't connect, money invested into products, marketing decisions and countless moments where you wonder whether you should keep going.

Milkyway Apparel has challenged me creatively and personally.

I've had to learn how to take an idea in my head and communicate it to someone else.

I've had to learn when to push forward and when to be patient.

I've had to accept criticism, rethink ideas and constantly find different approaches to problems.

And unexpectedly, those lessons extended far beyond business.

Milkyway Apparel Also Changed My Life

Building Milkyway Apparel helped me understand myself differently.

I've always had a creative mind, but creating this brand gave me somewhere to channel it.

It taught me to communicate differently, listen differently and understand that sometimes another perspective can make your original idea stronger.

And somewhere along that journey, I found my best friend and eventually my wife, Stephanie.

She has seen the ideas, the frustrations, the late nights and the moments when I've questioned whether Milkyway Apparel should continue.

There have been times when I've wanted to shut everything down.

Her reminder has often been simple:

Sometimes you just have to be patient.

That's why there will always be a place within Milkyway Apparel dedicated to her and what that journey has meant to me.

Life isn't always perfect. Neither is business. Neither is marriage.

There are going to be rocky roads.

Sometimes you need something that grounds you, reminds you where you started and gives you enough perspective to keep moving forward.

Milkyway Apparel has been one of those things for me.

Fast Forward to 2026

I'm writing this in 2026, and life looks very different from when Milkyway Apparel first started in 2021.

What began as an idea during COVID has opened doors I never could have predicted.

I've stepped into the boxing ring through events such as Punch Out MS, helping raise awareness and support for causes much bigger than myself.

I've continued finding ways to use Milkyway Apparel to support local organizations and community initiatives.

And another crazy idea eventually became Off the Bench London.

Where Life and Sports Collide

Off the Bench London has given me another opportunity to do something I love: connect with people.

Alongside Scott "The Visionary" Hohn, we've been able to sit down, talk sports, talk life, highlight local personalities and bring some of that London, Ontario energy to people wherever they're listening.

Today, we're recording from The Club House at 100 Kellogg Lane, bringing local talent and local conversations to people whether they're sitting on their couch, working in the office or listening during a drive.

It's another chapter of the same story.

Community. Connection. Creativity.

Those ideas started becoming the foundation of Milkyway Apparel years ago, and they continue to influence everything I do today.

Even LOLA Riders becoming the official partner for all merch LOLA. Another example of how these different projects, people and relationships continue coming together.

So, What Is Milkyway Apparel?

I don't think Milkyway Apparel is just a clothing company anymore.

It's a platform.

It's my creative outlet.

It's part of my story.

It's a way to support causes that matter.

It's a way to introduce people to organizations doing incredible work.

And most importantly, it's proof that sometimes an idea doesn't have to become exactly what you originally imagined for it to become something meaningful.

We are still growing.

We are still learning.

We are still figuring things out.

And I'm okay with that.

Because the goal isn't to pretend we've already made it.

The goal is to enjoy the journey while making an impact along the way.

Thank You for Being Part of the Milkyway

Whether you've purchased a hoodie, worn one of our shirts, shared a post, attended an event, supported one of our community partners, listened to Off the Bench London or simply told someone about Milkyway Apparel — THANK YOU.

You are helping this brand continue to grow.

I can't build Milkyway Apparel without the people who believe in what we're trying to create.

So wherever this journey goes next, I hope you'll continue riding with us.

From a COVID side hustle...

To a clothing brand...

To boxing...

To community initiatives...

To a podcast...

And whatever comes next.

This is Milkyway Apparel.

More than clothing. More than a brand. A community.

— Malcolm "The Milkman" Noel
Founder, Milkyway Apparel
London, Ontario