Classics Can Shake Things Up Too—Herschel Flips The Script
Who says that a classic can’t shake things up? For Vancouver's own Herschel Supply Co., shaking things up is just another day on the job. Herschel is no stranger to punching the boundaries of just what their audiences can expect from a backpack.
Priding themselves in the versatility and durability of their products, the company stands at the front of a new and exciting frontier: transforming their products to be better for the audiences that wear them and the world they live in. We caught up with Jamie and Lyndon Cormack, the brothers turned co-Founders of Herschel, who shared their vision for a more sustainable future for their brand as they lead the company toward greener pastures.
Considering you’ve both got pretty unlimited access to a whole host of backpacks, what’s your current backpack?
Lyndon: I have lots of backpacks in my repertoire, but my all time favorite is the Herschel packable backpack. It’s a lightweight backpack that folds down into an internal pocket. I actually brought it with me on my last trip to New York. It’s practical, affordable, and you can bring it with you whether you’re on a long haul adventure or just exploring city streets.
Jamie: I’m currently testing a backpack from a range we’re launching next winter. But I’d say for my every day, I keep going back to the duffle we made with Bruce Pask and the B. Shop. It’s a black organic canvas bag that carries like a tote. The bag is a perfect blend of simple, clean design with utilitarian features and it holds anything you could possibly need in a day, if not more.
So guys, what’s in the bag?
Lyndon: A lot of the regular stuff. Essentials like my iPad, airpods, sunglasses, my phone and a backup phone for those unexpected moments. I’m a big fan of print media, so I also have a magazine on the go at all times.
Jamie: My iPad, computer, battery pack, my Contax, a couple rolls of film, wallet, pack of gum, and a notebook—grid pages only.
Why do you believe the backpack, and Herschel specifically, has become such an enduring part of streetwear looks?
Lyndon: Street culture has long celebrated timeless brands—Levi’s, Vans, Converse, Nike. Classics have an enduring appeal. When we started Herschel, we wanted the brand to be classic but with a modern twist. We’re not a brand from the past, but we’re inspired by it. With our product offering and with backpacks and bags specifically, Herschel allows our consumers to be the star of the show. We’re a complimentary piece to all items they wear.
Jamie: We’ve also always designed our products with style, quality and purpose. But it’s just as important to us that people love the brand. We’ve been focused on building a travel lifestyle brand that’s built on a travel everywhere and travel often attitude. Our hope is that our consumers aren’t just buying their favorite products, but that they’re also inspired by that same mindset. We just get to be part of the journey.
Could you tell us more about Herschel Supply's journey towards incorporating conscious materials like EcoSystemTM 600D Fabrics? What motivated you guys and what were some of the challenges during the transition?
Jamie: We’ve always kept sustainability top of mind, but a lot of it was timing. We’ve tried different routes in the past but the materials we were testing weren’t to the standard of quality that the brand was built on. It can also be a challenge redesigning your entire core range without disrupting your current line architecture. The pandemic gave us a minute to step back and look at everything. It was the right time for us to do it. It’s also just the right way to build bags today.
The introduction of Herschel Heritage™ Hardshell Luggage was a significant milestone for the brand in terms of sustainability. How has the response been from customers and the industry to this initiative? How do you measure the environmental impact of such products?
Lyndon: Heritage Hardshell™ has been very successful from the get go. Herschel has always aimed to be part of our consumer's journeys, and introducing luggage made with recycled materials has strengthened that. Measuring environmental impact is an ongoing process, but having the opportunity to pivot our entire range to sustainable textiles really sets a foundation for how we’ll be building products in the future.
Herschel has stressed a commitment to protecting the oceans and mountains surrounding Vancouver. How you integrate sustainability into your overall business strategy, and what specific steps have been taken to minimize your environmental impact?
Lyndon: The fashion and accessory industry has a colossal task ahead of us in terms of sustainability. Swapping the materials on nearly all our bags to 100% recycled fabrics is monumental for Herschel, but there’s still work to do. We launched our first impact report this year which outlines some of the ways we’re integrating sustainability across the business, spanning across our products, craftspeople and supply chain, Herschel’s climate journey and our communities. We’ve set science-based targets to reduce our emissions from our office and from our retail spaces. Herschel products have also been designed to last and have been backed by our lifetime warranty since the brand's inception, but we’re also piloting a repair service in our Vancouver stores to extend the lifetime of existing styles. There’s a long road ahead of us, and we’re always looking for ways to improve.
By the end of 2024, Herschel aims for all its bags to made with EcoSystem™ recycled materials. What are the key steps the company is leveraging to achieve this goal?
Jamie: We’ve been upfront about our sustainability goals and our suppliers are on board. We’ll continue working with them to improve in any area that we can. With the launch of New Classics, our products went from less than 10% recycled to 90% in just two seasons. It’s momentum that we’ll keep trying to build off of. We look at sustainability as a trip and we know we’re only just getting started. It’s about setting a standard for ourselves and hopefully a standard for the industry. We’re not perfect, we’re just trying to do better every season.
