2017
ACCESSORIES
............................................ .....BACKPACK EDITION.....
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CONTENTS: MEN'S FASHION
OUR COMPANY
P|2 CONTACT INFO & RETURN POLICY -Access our company
P|9 OUR PRINCIPLES
P|25 THE PARKER -Bookbag for Skate Style
-Our focus and styles
P|5
PHOTOS
THE HERITAGE OF HERSCHEL
P|11
-How we got our start
URBAN STYLE -Photography
P|6
BACKPACKS
BROTHERLY LOVE -Teaming up for the best
P|13 THE POP QUIZ -Bookbag for Urban Style
P|14 OUTDOOR STYLE -Photography
P|17 LITTLE AMERICA -Bookbag for Outdoor Style
P|18 TRAVEL STYLE -Photography
P|21 PARCEL LUGGAGE -Bookbag for Travel Style
P|23 SKATE STYLE -Photography
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CONTACT US: GET IN TOUCH WITH OUR COMPANY
CUSTOMER SERVICE Email: JComrack@herschel.us | LComrack@herschel.us Phone: 800-307-5597 Fax: 800-307-5598 Customer Service Hours: Monday – Friday 6:00am–6:00pm PST Saturday – Sunday 12:00pm–4:00pm PST
LOCATION Currently we are based in Vancouver B.C., Canada
RETURN POLICY Returns and Exchanges only apply to product that has been purchased from our online store. Herschel Supply does not provide direct exchanges. Please see the Returns process outlined below for more information. You may place a new order at any time for a different item. Bags & Accessories: Herschel Supply product that is purchased online (excluding promotional or sale items) can be returned within 60 days of the purchase date for a full refund in the amount of the purchase excluding shipping costs. All merchandise must be returned unused, unwashed and be accompanied by the original hang tags. The condition of the product is left at the discretion of Herschel Supply. Upon receiving your returned Herschel Supply merchandise at our warehouse, a refund in the amount of the purchase will be issued to you for the Herschel Supply product within 10 – 14 business days. This refund will be issued to the credit card that was used to make the original purchase. We cannot refund different accounts or credit cards. * Customers are responsible for all shipping expenses on the return of Herschel Supply product. *
ADDITIONAL INFO It is our company policy that the customer must pay for all shipping expenses on the return/exchange of only Herschel Supply product. Exceptions may be made if the reason for the return is a mistake on our behalf. We will not assume responsibility for misdirected, lost or damaged return shipments. Return shipments should be sent with a courier that offers tracking service such as FedEx or UPS. All returned items must include the original packing slip as well.
CAREER OPPORTUNITIES All current job listings can be found on our website under career opportunities, with each available position listed below. Only the candidates that are chosen for an interview will be notified through phone and email.
Herschel Supply Co. welcomes questions and comments about this Privacy Policy. Requests for access and correction of your own personal information, and questions or comments should be directed to the Herschel Supply Co. Privacy Officer at: officer@herschel.us
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HERITAGE : OUR PAST, CREATING THE FUTURE
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n the early 1900s, the Herschel Company founders Jamie and Lyndon Cormacks' great grandparents Peter Alexander Cormack, who was a barrel maker by trade, and his wife Annie Cormack had made the journey from Wick, Scotland, to Saskatchewan, Canada. They settled in the very small town of Herschel, whose population today is counted at 30 residents and has 160 acres. The name behind the brand arose from the concept of the towns general store, rolling hills, dirt roads and its long narrow crackling sidewalks.
PAYING HOMAGE Herschel, which was founded in 2009 by the brothers Jamie and Lyndon and adopted the name of the town where their three generations of family had grown up. Known for their book-bags and backpacks, Herschel also offer many other different styles of bags for both men and women as well as hats, wallets, accessories, and more.
HERSCHEL, SASKATCHEWAN Our Grandfather: Peter Alexander Cormack
The town of Herschel was founded by German Canadians and was settled mainly by the Mennonite community. The Herschel village was named in honor of 19th Century English physicist and astronomer Sir John Fredrick William Herschel who was a founder. In 1935, a major fire destroyed around 18 homes and businesses within the town. "The fire had destroyed a total of three general stores, the post office, a harness shop, the drug store, a pool hall, the Royal Hotel, a Chinese laundry, a hardware store, the municipal office, a restaurant, and many other home and buildings as well". Their horribly conditioned town roads were the blame for the extent of the massive fire, because the fire engines from the neighboring town called Rosetown, were unable to reach the community for more than four hours while it was burning.
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25% Only twenty-five percent of the town survived.
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NEW BEGINNINGS From the horrible fires, the town had risen to become what is now a historic site. Now, the town of Herschel gets its attraction to the town by visitors coming from all around theworld due to the towns recent discovery. In 2005, fossils of a plesiosaur were discovered in a coal mine southwest of the town, along with native petroglyphs. The result of the discovery were fossils that were uncovered displaying a new species, called Dolichorhynchops herschelensis, which is why it has drawn such a big crowd. The population was 30 people in 2006. The community is located 37 km northwest of the town of Rosetown at the intersection of highway 31 & highway 656 along a Canadian Pacific Railway line. Prior to December 31, 2006, Herschel was incorporated as a village, and was restructured as a special service area under the jurisdiction of the Rural Municipality of Mountain View.
"Herschel Supply Co. aims to
provide only the most precision aimed accessories within the market for affordable prices"
Atleast thirty buildings were destroyed in the towns fiery blaze.
1935 1935-70
1971-90
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There was only one road that had led both in and out of the town.
The year of 1935 reaked havoc upon the small town of Herschel with a fire that ran through it, leaving nothing but a desolate wasteland. Eventually, they began to rebuild to hopefully gain back that of which they lost.
91-2000
2000-05
2006-10
2010-16
* Population growth of Herschel Saskatchewan since the blaze. * The number of travelers visiting the town of Herschel after fossil exploration. * The number of travelers visiting the town of Herschel after Company formed.
BROTHERLY LOVE : MOVING FORWARD WITH A VISION Herschel Supply Co. was founded in 2009 by brothers Jamie and Lyndon Cormack. Before getting their start, both brothers already had ties in the fashion world before starting the company, with Lyndon having represented Vans shoes, and Jamie having worked at K2 Sports. Since knowing how the fashion world worked they wanted to use that to their advantage
A PATH OF THEIR OWN Rather than starting out with a design that had they just liked the look of, the 2 brothers analysed the market that they were getting into and realized the kind of style that people were looking for. Basically, every practical designer bags costs hundreds, or even thousands of dollars. This is why the brothers wanted to produce bags that would be upmarket with their looks to attract visual appeal from consumers, but affordable as well which would really draw in the crowds. Through research, they realized that people wanted items that were nostalgic or vintage based, but also had a modern twist to the designs.
TAKING INSPIRATION from the town their ancestors came from, they imagined the kinds of shops and signs that would have been there when their ancestors settled there in 1906 and that helped with the "heritage" look of all their pieces. They wanted the pieces to look as though they were from another time, and they aimed to make bags that would make the customers feel as though they had been around for decades, but still yet to be out of style. Their bags were a huge success, and with the brand gaining acclaim and respect from all around, they found they could experiment more with their designs, merging the classic style with more contemporary additions and colors, such as their contrasting black and white striped buckles that appear on their popular ‘Little America’ backpacks.
MAKING A SPLASH Herschel is now a staple brand in the fashion community and even though its history may be short, they have already taken fame for their high quality, affordability and creative and evolving designs. Due to their inherently heritage appearance, Herschel is often seen as a brand that’s been around for a lot longer than you would think because of the affermentioned branding and it’s clever marketing. As a brand that knows it’s customer, it’s image is true to their message and will stand the test of time.
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GAINING GROUND In 2011, Jamie and Lyndon left their jobs to devote their full energy to Herschel. In 2011, Jamie and Lyndon left their jobs to devote their full time and energy to Herschel. The rising Herschel brand leapt to popularity early on, becoming a darling of the hipster set because of its modern lines of utilitarian backpacks, most of which are hovering under $100. One of its signature backpacks, the "Pop Quiz," costs $74.99. This growth hasn’t slowed down. In 2011, the brothers had sold 8,000 bags and in 2015, they sold 4.5 million. This year, Herschel, the Vancouver headquartered company, is expecting to sell around 6 million units in 72 countries. The growth hasn’t slowed down. In 2011, the brothers had sold 8,000 bags. In 2015, they sold 4.5 million. This year, Herschel, headquartered in Vancouver, is expecting to sell 6 million units in 72 countries.
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yndon and his older brother, Jamie, 41, started working on initial schematics for the first Herschel Supply Company season lookbook in 2009. They had been working in fashion advertising and noticed a gap in the market: They decided to make a line of bags that landed in between, "Bags Were Either High End And Expensive Or Sporty". When the brothers showed up at their first trade show in
New York with Herschel bags in 2010, retailers bombarded them. In 2011, Jamie and Lyndon left their jobs to devote their full energy to Herschel, which they named after a teeny-tiny town (population of 30!) in Canada that their relatives immigrated to from Scotland a century ago. The growth hasn’t slowed down. In 2011, the brothers sold 8,000 bags. In 2015, they had sold 4.5 million bags worldwide.
ZERO TO 72 COUNTRIES IN SIX YEARS
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OUR PRINCIPLES: THE SAME FROM THE START
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the early days, the Cormack brothers didn't pinch pennies on any graphics, marketing, photography or even office space. Their means the business has always had a sleek presence and early on, everyone did everything. For example, both designers did both graphic design and product design -- they worked on retail displays, prints for product, silhouette design and the website. Key managers were the first hires, and all of the key department heads have been with Herschel since its launch. In the ultraexpensive areas of shipping and storage, the company hired third-party experts to be sure it was growing wisely. Before Herschel’s launch, Lyndon and Jamie received a small investment from their third brother. This enabled them to do the research, development and other initial prototyping without taking on any other outside capital, as well as launch Herschel internationally right off the bat. Keeping a hand on the throttle, they plan to follow up with more big ventures.
Based in Vancouver, Canada, Herschel Supply Co. is a design driven global accessories brand that produces quality products with a fine regard for detail.
Our main focus for each bag is on the details. Each bag is crafted with the finest care and concern. Whether it is the fabric, the leather, or the stitching, each detail is carefully planned out and set to provide our customers with the best bag buying experience possible.
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URBAN STYLE Urban fashion is style born of the street. A ruffian look that emerges from neighborhoods as opposed to fashion dictated by designers and Wall Street. Media and garment associations often merge hip-hop and urban fashion partly because they share this same beginning.
URBAN BACKPACK
BUILT FOR THE CITY Herschel Supply brings you our classic Pop Quiz silhouette, with a summer inspired twist. The Pop Quiz backpack features multiple storage pockets and organizers while staying true to Herschel Supply’s signature style and durability. Unique to Summer, find this popular silhouette featuring a suede handle and bottom, ready for all life’s adventures. View the summer Pop Quiz with suede details and more.
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THE POP QUIZ:
THE URBAN BACKPACK ..................................
DETAILS The Herschel Pop Quiz™ backpack will keep you organized at school or work with a wide range of versatile pockets and organizers. •
Signature striped fabric liner
•
Padded and fleece lined 15" laptop sleeve
•
Front pocket with internal mesh organizers and key clip
•
Waterproof zipper detail
•
Fleece lined sunglasses compartment
•
Internal media pocket with headphone port
DIMENSIONS 17.5"(H) x 11.75"(W) x 6"(D), 22L
WARRANTY We stand behind the quality of our products with a Limited Lifetime Warranty — our guarantee that every Herschel Supply item is free of material and manufacturing defects. This warranty covers common and everyday use for the duration of the original purchaser’s lifetime, beginning on the date of purchase from an authorized Herschel Supply retailer.
SHIPPING Estimated shipping times throughout North America: SHIPPING TYPE STANDARD GROUND EXPRESS
COST FREE $12.99
ESTIMATED DELIVERY TIME 3-5 BUSINESS DAYS 2-3 BUSINESS DAYS
*Excludes all Mexico and International orders. Please see Contact Page for International shipping policies.
................................................................................................................$74.99
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OUTDOOR STYLE Outdoor styles derived by its useability and functionality. Clothing that’s purpose-built for serious outdoor activities has been migrating to the city for several years and transforming ever since. Styles that circulate from the past with an updated, streamlined fit that is evolving each and every day.
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OUTDOOR BACKPACK
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BUILT FOR OUTDOOR EXPLORING Herschel Supply brings you the latest Cotton Canvas collection, crafted with a fine regard for detail and built to stand the test of time. The latest collection see’s the introduction of suede details and color blocking. Designed for those who appreciate the finer things, this twelve piece collection is constructed from a high quality, enzyme washed heavyweight cotton canvas and finished with full grain leather details, suede trim, brass zippers and also brass pin clips.
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LITTLE AMERICA:
THE OUTDOOR'S BACKPACK .........................
DETAILS The Herschel Little America™ backpack is one of the most popular signature styles, pairing classic mountaineering style with modern functionality. •
Signature striped fabric liner
•
Padded and fleece lined 15"" laptop sleeve
•
Magnetic strap closures with metal pin clips
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Main compartment cinch top closure
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Front pocket with hidden zipper and key clip
•
Internal media pocket with headphone port
DIMENSIONS 19.5"(H) x 11.25"(W) x 7"(D), 25L
WARRANTY We stand behind the quality of our products with a Limited Lifetime Warranty — our guarantee that every Herschel Supply item is free of material and manufacturing defects. This warranty covers common and everyday use for the duration of the original purchaser’s lifetime, beginning on the date of purchase from an authorized Herschel Supply retailer.
SHIPPING Estimated shipping times throughout North America: SHIPPING TYPE STANDARD GROUND EXPRESS
COST FREE $12.99
ESTIMATED DELIVERY TIME 3-5 BUSINESS DAYS 2-3 BUSINESS DAYS
*Excludes all Mexico and International orders. Please see Contact Page for International shipping policies.
.................................................................................................................. $99.99
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TRAVEL BACKPACK
TRAVELER STYLE Travel fashion is dictated by constant movement and multi-use purposes that these materials will need to have. It is driven by the need to have durable materials to allow for extended use and wear. Many associations are paired with this distinct style to allow for endless possibilities, while designers say its mainly influence by other cultures to drive this fashion group.
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BUILT FOR TRAVEL Herschel Supply presents the expanded Travel Collection. Designed to see you through weekend trips and long journeys alike, new silhouettes compliment a seasonally refreshed and design driven travel kit, duffle and luggage offering. Hard shell cases with four-wheeled mobility and high quality retractable handles join this light weight and durable ten-piece line. It complies with the carry-on standards of most major airlines, while it will protect your items on longer journeys.
PARCEL LUGGAGE: THE TRAVELER'S BACKPACK .........................
DETAILS Designed for longer trips, the two-wheel Parcel Luggage silhouette features a mesh partitioned main compartment and a convenient exterior pocket for quick access to smaller items •
Signature striped fabric liner
•
Padded and fleece lined 15" laptop sleeve
•
Front pocket with internal mesh organizers and key clip
•
Waterproof zipper detail
•
Fleece lined sunglasses compartment
DIMENSIONS 29.5"(H) x 16.75"(W) x 11.5"(D), 118L
WARRANTY We stand behind the quality of our products with a Limited Lifetime Warranty — our guarantee that every Herschel Supply item is free of material and manufacturing defects. This warranty covers common and everyday use for the duration of the original purchaser’s lifetime, beginning on the date of purchase from an authorized Herschel Supply retailer.
SHIPPING Estimated shipping times throughout North America: SHIPPING TYPE STANDARD GROUND EXPRESS
COST FREE $12.99
ESTIMATED DELIVERY TIME 3-5 BUSINESS DAYS 2-3 BUSINESS DAYS
*Excludes all Mexico and International orders. Please see Contact Page for International shipping policies.
................................................................................................................... $249.99
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SKATE BACKPACK
SK ATE STYLE Street-wear is a distinctive style of street fashion. Rooted in Californian surf and skate culture, it has grown to encompass elements of hip hop fashion, Japanese street fashion, and modern haute couture fashion. Skate fashion is globally evolving each and every day with new innovative styles emerging through its various types of skateboarders.
BUILT FOR SKATEBOARDING A fresh and practical addition to Herschel Supply’s latest collection, the Parker will keep you organized with a striking new tone with each silhouette defined by clean design and exquisite detailing. The clean and crisp bag provide smooth lines to compliment the you while riding. Our expanded range aims to offer the perfect product for everyone, delivering our timeless pieces with fine regard for detail.
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THE PARKER: THE SKATEBOARDING BACKPACK ...............
DETAILS The Parker backpack is a slim silhouette that features a diagonal zipper and a pleated front pocket. •
Signature striped fabric liner
•
15" laptop sleeve
•
Zippered expandable front storage pocket
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Pebbled leather zipper pulls
•
Internal media pocket with headphone port
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Classic woven label
DIMENSIONS 17"(H) x 10.75"(W) x 5.25"(D), 19L
WARRANTY We stand behind the quality of our products with a Limited Lifetime Warranty — our guarantee that every Herschel Supply item is free of material and manufacturing defects. This warranty covers common and everyday use for the duration of the original purchaser’s lifetime, beginning on the date of purchase from an authorized Herschel Supply retailer.
SHIPPING Estimated shipping times throughout North America: SHIPPING TYPE STANDARD GROUND EXPRESS
COST FREE $12.99
ESTIMATED DELIVERY TIME 3-5 BUSINESS DAYS 2-3 BUSINESS DAYS
*Excludes all Mexico and International orders. Please see Contact Page for International shipping policies.
........................................................................................................................ $129.99
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THE REID: THE FASHION BAG ..........................................
DETAILS Accentuated by a traditional cinch top closure, the unique Reid backpack is an elegant silhouette.
Classic woven label
•
Reinforced base
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Leather detailed magnetic H.S.Co snap closure
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Drawstring closure
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Interior zippered pocket
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Signature striped fabric liner
•
DIMENSIONS 17.25"(H) x 11.25"(W) x 6.5"(D), 21L
WARRANTY We stand behind the quality of our products with a Limited Lifetime Warranty — our guarantee that every Herschel Supply item is free of material and manufacturing defects. This warranty covers common and everyday use for the duration of the original purchaser’s lifetime, beginning on the date of purchase from an authorized Herschel Supply retailer.
SHIPPING Estimated shipping times throughout North America: SHIPPING TYPE STANDARD GROUND EXPRESS
COST FREE $12.99
ESTIMATED DELIVERY TIME 3-5 BUSINESS DAYS 2-3 BUSINESS DAYS
*Excludes all Mexico and International orders. Please see Contact Page for International shipping policies.
.........................................................................................................................$59.99
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CRAFTED FOR FASHION Combining everyday functionality with an elevated aesthetic, Herschel Supply presents a line of new and classic silhouettes are constructed with reinforced lightweight nylon fabric and finished with premium details. Smooth straps, zipper pulls and snap mounts complement this nylon offering, while polished hardware and a custom black and white rendition of Herschel Supply’s signature striped liner accents each piece.
FASHION BAG
Fashion, functionality,and form are what we strive for most with every design
CARLOW CROSSBODY: THE TRAVELER'S BAG ....................................
DETAILS Featuring a cinch-top closure detail with an exposed leather drawcord, the bucket style Carlow Women’s crossbody bag is perfectly sized for daily use.
Reinforced base
•
Slim adjustable shoulder strap
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Pebbled leather drawcord
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Internal zippered pocket
•
Signature striped fabric liner
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Lightweight fabric
•
DIMENSIONS 12"(H) x 8.5"(W) x 5.5"(D), 9L
WARRANTY We stand behind the quality of our products with a Limited Lifetime Warranty — our guarantee that every Herschel Supply item is free of material and manufacturing defects. This warranty covers common and everyday use for the duration of the original purchaser’s lifetime, beginning on the date of purchase from an authorized Herschel Supply retailer.
SHIPPING Estimated shipping times throughout North America: SHIPPING TYPE STANDARD GROUND EXPRESS
COST FREE $12.99
ESTIMATED DELIVERY TIME 3-5 BUSINESS DAYS 2-3 BUSINESS DAYS
*Excludes all Mexico and International orders. Please see Contact Page for International shipping policies.
.............................................................................................................................. $89.99
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CRAFTED FOR TRAVELING Herschel Supply continues to elevate the Women’s line by introducing the Enhanced with premium leather accents and a lightweight fabric, this elegant offering features refined silhouettes for every occasion. Available in Hawaiian Camo or Black exterior, this stylish four-piece collection is rendered in lightweight cotton canvas treated with a smooth water-resistant coating.
TRAVEL BAG
Wan d e r i n g t h e w o r l d f ro m p la c e t o p l a c e w i t h no t hing b u t a b a c k p a c k a n d a dream
THE DAWSON: THE OUTDOOR'S BAG ....................................
DETAILS Pairing premium finishes with a classic mountaineering style, the elegant Velvet Dawson Women’s backpack features a smooth and tactile material with functional storage options for urban exploration.
Magnetic strap closures with polished brass pin clips
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Adjustable drawstring closure
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Internal zippered pocket
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Custom nylon polka dot liner
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Premium velvet fabric
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DIMENSIONS 12.75"(H) x 8.75"(W) x 5.75"(D), 13L
WARRANTY We stand behind the quality of our products with a Limited Lifetime Warranty — our guarantee that every Herschel Supply item is free of material and manufacturing defects. This warranty covers common and everyday use for the duration of the original purchaser’s lifetime, beginning on the date of purchase from an authorized Herschel Supply retailer.
SHIPPING Estimated shipping times throughout North America: SHIPPING TYPE STANDARD GROUND EXPRESS
COST FREE $12.99
ESTIMATED DELIVERY TIME 3-5 BUSINESS DAYS 2-3 BUSINESS DAYS
*Excludes all Mexico and International orders. Please see Contact Page for International shipping policies.
................................................................................................................$119.99
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CASUAL AND CLEAN Blending timeless luxury with practical elegance, Herschel Supply presents the Velvet Collection for Holiday 2016. With premium finishes and a soft touch exterior, this features evocative Women’s silhouettes for all occasions. Combining compact functionality with a refined aesthetic, the mountaineering-inspired Dawson and bucket-style Hanson backpacks feature slender shoulder straps and a zippered side-access sleeve.
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OUTDOOR BAG
Evoking the sense of American nostalgia from a small Canadian frontier village
ALEXANDER TOTE: THE URBAN BAG ..........................................
DETAILS The Studio Alexander tote merges utilitarian function with progressive styling. This is featuring water resistant tarpaulin construction.
Internal media pocket with headphone port
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Fleece lined sunglasses compartment
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Waterproof zipper detail
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Front pocket with internal mesh organizers and key clip
•
Padded and fleece lined 15" laptop sleeve
•
Signature striped fabric liner
•
DIMENSIONS 15"(H) x 20.5"(W) x 6.5"(D), 21L
WARRANTY We stand behind the quality of our products with a Limited Lifetime Warranty — our guarantee that every Herschel Supply item is free of material and manufacturing defects. This warranty covers common and everyday use for the duration of the original purchaser’s lifetime, beginning on the date of purchase from an authorized Herschel Supply retailer.
SHIPPING Estimated shipping times throughout North America: SHIPPING TYPE STANDARD GROUND EXPRESS
COST FREE $12.99
ESTIMATED DELIVERY TIME 3-5 BUSINESS DAYS 2-3 BUSINESS DAYS
*Excludes all Mexico and International orders. Please see Contact Page for International shipping policies.
............................................................................................................................$99.99
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CASUAL AND CLEAN The spacious and everyday Alexander tote delivers convenient storage and a refined aesthetic. Compact carrying options such as the Network pouches and Chapter travel kit offer versatile options for organizing your essentials. Polished and exposed black-toned zipper detailing is accompanied by smooth full grain leather allow for sleek display and a clean line to be kept at all times while being worn.
URBAN BAG
Allowing our customers t o explore the c ity with t he best products out there
COMMUNITY CARING They’ve taken that same entrepreneurial spirit that launched Herschel to the streets of their own community – another partnership on a smaller scale. “What we try to do is curate a selection of products that really cater to that community,” says Lyndon. A’hoy came about when, after years of buying birthday and Valentine’s Day gifts at Megan Curren’s shop in Deep Cove, the brothers saw an opportunity to join forces when a storefront next door came up for rent. “It was a really creative process. A’hoy came from basically nothing,” Lyndon says. “We all love retail and it’s a real collaboration.” Ms. Curren manages the stores’ day to day operations, while Jamie and Lyndon do product design, brand strategy and marketing. Ms. Curren’s husband, Rich, designs the logos.
STAYING TRUE TO US “We’re pretty great at understanding each person’s strength”, Lyndon says. Despite Herschel’s global reach, Jamie and Lyndon are no strangers to the small-town consumer. The brothers grew up in Calgary, but they often visited their grandparents in the remote community of Herschel, Sask., where the population totals 30 residents. Today, they both reside in Deep Cove, snugly situated at the bottom of Mount Seymour ski resort on Vancouver’s North Shore. Unsurprisingly, their latest entrepreneurial ambitions have a local feel. “We’re not trying to bring a high-fashion shop to a place it doesn’t belong. We sell things like Vans and Birkenstocks and Patagonia and A’hoy t-shirts, which is what Deep Cove is,” says Lyndon. Step into A’hoy and you’ll find a thoughtful selection of Levis, Converse and Ray Ban merchandise – and, of course, a wall of Herschel bags. There is no sign or indication, however, that the Cormacks own 50 percent of the business. Sunnyside, located across the street, doesn’t even carry Herschel products.
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THE EXPANSION: PARTNERING AROUND THE GLOBE
H
erschel Supply Co. knows they have one shot to make a good impression in China. “If you do a mediocre job at it, your business can be mediocre for a long time,” says Lyndon. And Herschel is far from a mediocre operation: Since its inception in 2009, the Vancouver-based company has grown to more than 70 employees and expanded to 60 countries. With sales soaring 86 per cent last year and 135 per cent the year before, Herschel has quickly made a name for itself as the go-to brand for the lifestyle bag. But rather than rush into the Chinese market, Lyndon and Jamie are patiently holding out for the right partner, which requires first building relationships with wholesalers, department stores and third-party brands. That way, when space opens up in the big malls, they can make their entrance with a leg up. “We want to make sure that when good opportunities come up in the top malls throughout China that we have the best partner to secure a space because everybody’s fighting for the same square footage,” Lyndon says. Forging key partnerships is a strategy that’s worked well for Herschel. Since its beginnings, the company has collaborated to produce exclusive lines with a growing list of high-profile brands including Apple, Stussy, New Balance and J. Crew Kids – all while keeping its own creative vision intact.
OUR EXPECTATIONS “What we look for in a collaboration is more truly a partnership – how do we continue to tell our story for a few seasons, rather than just come up with one product,” says Lyndon. Other business relationships of Herschel include Barney’s New York, Urban Outfitters, and Japanese tastemakers, United Arrows and Beams. And coming up this year, Herschel has teamed up with the shoe company Clark’s for the 65th anniversary of its desert boot, and the brothers have a new collaboration – a “big one” that’s still under wraps – coming down the pipe for fall 2016. But perhaps the truest testament to the Herschel brothers’ collaborative nature is not in the company’s acumen to source big-name partners, but in Lyndon and Jamie’s simultaneous drive to cultivate a small-scale retail presence. The brand-building duo have teamed up with a local shop owner in the beachside neighborhood of Deep Cove in North Vancouver, B.C., to start two small businesses – A’hoy, a clothing and accessory store, and Sunnyside, which sells tea and housewares.
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BEHIND THE LENS It is the thing that are beautiful in life that drive our views and Stephen Wilde is the artist behind all of Herschel Supply’s photography. Having been with the company from its inception, his aesthetic is as interwoven with our imagery as the threads on a Herschel Supply backpack. This interview pays homage to our favorite image maker and story teller – sharing his memories, inspirations and insights into the art of photography. When asked what were his first pictures of and how did he grow to love photography Wilde exclaimed that as a kid he was totally into building plastic models and photographed them. Growing up in the North, logging was what everybody did so he would make models with logs and then take them into the snow and turn them into dioramas. He would take pictures with his Kodak and people would tell him that they looked like a real scene. They we’re probably telling white lies, but it was inspirational for him. It was one of the first moments that he really fell in love with photography. Late, when he was seventeen, he bought himself a Minolta x370 kit. It was stolen out of his car, but with the insurance money he went out to buy what he had been dreaming of, a Nikon Camera.
WILDE'S PHOTO THOUGHT PROCESS It’s tricky because with digital you have to train your brain to say stop because the technology allows you to keep going. You have to rely only on your instincts to be able to say you’ve got a good shot in this batch. When you’re shooting for a client, you’ve got to shoot as many angles and options as possible. I remember reading a National Geographic article that likened photography to how an artist sketches, you sketch with each click, to achieve the ultimate picture that a scene can produce for you. You’ve got to trust that everything you’re trained to know about lighting and composition will give you the right formula for that scenario. For me, photography is a total compulsive obsession. I can’t not continuously take photos and document what’s going on in places like a pool hall, the Royal Hotel, a Chinese laundry, a hardware store, the municipal office, a restaurant, and many other home and buildings as well, its just not me".
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THE JOURNAL: DESIGN, TRAVEL AND STORIES
Herschel Supply’s bi-annual collection of seasonally inspired narratives that celebrate both design and travel SEASON'S GREETINGS Herschel Supply is excited to present The Journal, our first print publication and a new way to experience our brand’s products and stories. The Journal is a large format publication featuring a collection of insightful seasonal stories that are paired with striking photography. Since starting up in 2013, we have now released 6 publications and will be releasing their newest Journal in the months to come. Our goal with The Journal, is to provide content for those who appreciate the finer things and possess an appetite for culture. Designed to be discovered exclusively at selected retailers world wide, The Journal provides thought provoking content connecting Herschel Supply products with seasonal inspiration. Each issue is different, highlighting our new lines of products and goods. We wanted to contain a vast difference in each issue to keep our readers interested and excited for the content with each new coming issue. Our first issue centered around Fall 2013, and showcased our newest collections. Since, we have expanded and grown, leaving our latest issue entitled The Next, Next Generation.
THE LATEST AND GREATEST To provide the readers of this magalog with a little gift for their commitment and loyalty to Herschel, we present a sneak peak of Issue N0.7 of The Journal. This issue of The Journal takes you on a journey of 8 different feature articles, allowing you to explore life within a wide range of topics, ideas and customs, some of which even stem from all the way across the globe. This issue covers (2) A look into ceramic tablewear sculptures, (3) A search through the medinas of Morocco, (4) The evolution of Japanese knife craftsmanship, (5) A look into Japans vending machine culture, (6) The Tsukiji Legacy of the worlds largest seafood market, (7) A look into the city's limitless growth, and (8) The story behind GORE-TEX fabric. It all starts with a very interesting excerpt from the article written about the worlds existence, called (1) The Next, Next Generation. The world as it exists is the product of human thinking — whether through design or unintended consequence. Everything that surrounds us is the culmination of our collective imagination, a dream from the distant past, inherited and brought to life in the present. It is the momentous role of every generation to take the next step, renewing old world customs with modern ingenuity, creating lasting impressions that inspire the future.
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THE GORE-TEX Herschel Supply introduces a special partnership with GORE-TEX® product technology for Fall 2016. This diverse headgear collection is engineered for urban commutes and outdoor exploration, which combine the most trusted name in lightweight, waterproof and breathable performance, with a refined modern aesthetic. Making its commercial debut in 1976, the GORE-TEX® brand transformed the world of textile technology with their patented membrane, a virtually weightless synthetic layer with billions of microscopic pores. 1/20,000 the size of a water droplet, these pores allow moisture molecules to escape while protecting against the elements — a waterproof and breathable blend that revolutionized the outerwear industry.
COCA COLA Herschel Supply introduces a special partnership collection with Coca-Cola® for Spring 2016. Welcoming generations of travelers, signature Herschel Supply silhouettes are rendered in a unique recycled material that features the iconic Coca-Cola® label in the native languages of all who enjoy it. This offering is inspired by global exploration, as portrayed in Herschel Supply’s Well Traveled content series. As a familiar and worldly refreshment, Coca-Cola® shares this inspiration as it continues to connect with people during their journeys.
DISNEY, WINNIE THE POO As an initial partnership release with Disney, Herschel Supply introduces a Winnie the Pooh offering. This evocative collection of Packable silhouettes and Mid Volume backpacks unites a refined Herschel Supply aesthetic with the playful nature of this beloved Disney character. Drawing from the spirit of adventure that enchants the inhabitants of the Hundred Acre Wood, each piece features a cascading illustration that portrays Winnie the Pooh tumbling through an abstract daydream alongside his close friends Piglet, Tigger, Eeyore and Rabbit.
INDEPENDENT TRUCK CO. A collaboration with Herschel on a range of packable bags with an emphasis on convenience and durability, the collection consists of a collapsible daypack and duffle bag constructed of a lightweight ripstop fabric. The bags feature Independent’s signature branding and are available in multiple colors. The Herschel Supply Co. x Independent Truck Company capsule collection will be available online come 2017.
THE GORE-TEX The fisherman-style Creek bucket hat is engineered for all weather conditions, providing wide brim coverage and water-repellent bonded fabric construction.
COCA COLA All designed from recycled plastic Coke bottles, the bags are available in black and red and the styles include Herschel Supply's Lawson backpack, its Chapter travel kit and its Sparwood duffle bag..
WINNIE THE POO This backpack is accented with reflective rubber finishings on the surface. Pebbled leather zipper pulls are detailed with Winnie the Pooh’s distinctive colors, and the exclusive black fabric liner features a custom Disney woven label.
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Herschel Supply Co has over 17 different product collaborations with other companies .
COLLABORATIONS: CREATING NEW RELATIONSHIPS STAYING PUT FOR NOW Even though Herschel does create different types of products within their collaborations, Herschel considers themselves to be a global accessory brand. When questioned when they would move into makng different categories of products, they exclaimed that they feel like they have the right to go into that space, if they can add something to it. If they decided to make some footwear and decided to do exactly what Nike, Vans, Converse etc. are already doing, they believe they don't think there is a reason for us to be in the space. If they comeup with something that is proprietary in a sense of having their company’s DNA in it and if it is adding value to the category, then they think they should do so.
DECIDING TO PARTNER UP Jamie and Lyndon Herschel realized the potential their company had when it came to partnering with others. The chance of fusing two brands into one unique product collaboration would allow for creative and unique products that would provide a items that not only catered to their Herschel fan base, but to those of the unique niche markets that they would decide to partner with. For the situation to be right, they would need to bring in big named contributors, but also those who were very big within the industry at the time of the collaboration, to ensure that the market for the products would be their. What makes the products created between company collaborations so unique, are that they are only offered for a limited time. Not allowing these products to be out within the market place like their general product line creates a demand and ensures Herschel that their fans will quickly place orders and buy now, because they know that the supply will be in short stock.
At the moment, there aren't any immediate plans in the future to move into any new categories of products from what they are currently creating. 'We're extremely fortunate with all the success we've had, we’re definitely not taking it for granted, and we want to be a better bag company first and foremost. We have the desire to be way better. We want to bring things to the market that people haven't seen. Hats, wallets, accessories, and more". Their bags have even been influencing some high end brands but they dont have any plan on making any changes in the market that they are currently in. They have a collection called Bad Hills Workshop, which uses top manufacturers, top-grade leathers, and RIRI zippers. So, they assemble products that may not be at luxury price points, but still creep up into that space without actually being in it.
NO ONE PERFECT MATCH When creating a collaboration, Herschel will get involved with a wide spectrum of companies to create their new products. All the way from New Ballance, to Disney, they have a vast array of styles, interests, and type of products that they create throughout these co company collaboration. This, is what makes their products some of the best sellers in the market. Herschel loves to not only just create backpacks for their collaborations either. In the past they have made snowboard and skiing goggles, running footwear, boots, casual dress shoes, hats, and even a line of baseball bats. This inconsistency in what the product from new collaboration to new collaboration will be is what helps to draw in their audiences and aid in the gaining of excitement behind the new to be released line before it even comes out. The customers are excited with something new each and every time and Herschel does not plan to disappoint.
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SOCIAL MEDIA BOOM: INCREASING OUR PRODUCT VISIBILITY
MASS MARKETING ENDS When starting Herschel Supply Co., the Cormack brothers agreed that to create a brand that people will covet, the air of elusiveness surrounding the brand must be maintained at all times. To that end, they have completely avoided mass marketing, instead opting to go for strategic advertising on social media and in trade shows and magazines. As Herschel Global Marketing Director Mikey Scott says, “We focus on doing more with less.” This strategy plays a huge role in many our designs as well.
Word-of-mouth tip: With thousands of brand options to choose from when selecting a new backpack, what drives customers to choose a particular brand often has to do with how cool that brand is perceived to be. By employing a targeted marketing strategy that is consistent with that allure, customers are sure to be drawn in.
THE SOCIAL EFFECT Herschel is clearly doing great at the social media game. While having a highly curated Instagram feed filled with immaculate flat lays and picturesque scenery, they also have great product advertorials that has drawn more than a whopping 783,000 followers. Allison Butula, Herschel’s Social Media Manager expounds on Herschel’s
HASHTAG STRONG Another great way that Herschel also successfully anchored itself in the social media frenzy of today is the use of the hashtag #WellTravelled. In Instagram fame, with the hashtag garnering more than a million posts, having one particular to your brand and used as widely it is by their customers was a key factor in their increase in visibility. The effective use of hashtags has helped to bring forward brand testimonials from satisfied customers who talk about their love for the products and satisfaction with the brand. Accompanying these great testimonials from the customers are beautiful shots of their Herschel products, and the places that they have traveled with their beloved bags.
OUR CUSTOMERS CREATE Essentially, it is our customers that update our Instagram. Daily, they provide us with beautiful imagery from photographs they've taken all around the globe from their journeys providing us with more and more marketing . Whether it is shot of our products within the environments, or just the beautiful scenery itself, our customers are a key part to our internet and social media presence. The beauty of the photos are only the surface- the stories behind them are what makes our customers and products stand out. Each one shows a unique experience that expands upon our brand. marketing strategy, noting that the company “[doesn’t] buy traditional media advertisements. When we are releasing a new product line or company partnership, it’s all done Online through our social networks accounts and media various partners.” Butula elaborates and claims that the approach Herschel uses for all its visibility is to share stories from real individuals as its main tactic in spreading brand awareness rather than using calls-to-action such as ‘shop’ and ‘buy’, which are unoriginal and is evident on their website through their blog section.
The beauty of allowing our customers to engage in this process with us is that not only are we getting unique field shots of our products, we are getting constant testimonials from the customers that are praising our bags. Some say this is the perfect example of branding yourself through social media, finding the target audience, recognizing your type of content, and finding your unique voice through that. But we just want our customers to feel a part of us, as much as we want to be a part of them. Social media should be fun and marketing your product should be just as fun!
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CONTENTS: WOMEN'S FASHION
OUR COMPANY
P|3 THE SOCIAL MEDIA BOOM -Increasing product visibility
P|8 THE EXPANSION
P|24 THE REID -Bookbag for Fashion Style
-Growth for good
P|4
PHOTOS
COMPANY COLLABORATIONS
P|10 URBAN STYLE
-Meeting new people
-Photography
P|7
BACKPACKS
THE JOURNAL -Stories of celebration
P|12 ALEXANDER TOTE -Bookbag for Urban Style
P|15 OUTDOOR STYLE -Photography
P|16 P|19
THE DAWSON -Bookbag for Outdoor Style
TRAVEL STYLE -Photography
P|20 P|22
CARLOW CROSSBODY -Bookbag for Travel Style
FASHION STYLE -Photography
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2017
ACCESSORIES
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