Veteran-owned creative agency and premium apparel brand built on Special Operations standards. ATW combines craftsmanship, storytelling, and purpose to strengthen Canada’s veteran community through advocacy, apparel, and art.
All The Way Factory Inc. is a Canadian veteran-owned creative agency and apparel brand driven by one standard — quality in everything. Founded and operated by Canadian Special Operations veteran Gordon Hurley, who served in Afghanistan, Iraq, and Africa, ATW produces premium apparel and design work that reflects the precision, pride, and purpose of those who serve at the highest levels. Every design, print, and photograph meets the same standard we held in uniform: no shortcuts, no compromise.
But All The Way isn’t just about what we make, it’s about why we make it. We use our platform to advocate for veterans’ health, psychedelic-assisted therapy access, and improved healthcare policy across Canada. Through events, documentary work, and public education, we help bridge the gap between those who served and the systems meant to support them.
A dedicated portion of our apparel line directly supports veteran causes, including the Sgt. Drew Doiron Memorial Collection, where 100% of profits fund the Drew Doiron Bursary at MacEwan University — helping future leaders carry his legacy forward.
At All The Way Factory, quality and purpose are inseparable. Every product, campaign, and collaboration is built to standard because veterans deserve nothing less.