Packing their bags for quality
Cormack brothers craft quality utilitarian products
CAN YOU BRIEFLY DESCRIBE YOUR PRODUCTS — WHAT DO YOU DESIGN?
Herschel Supply Co is a lifestyle/ fashion brand with roots in sport. Our primary focus is to create the finest quality backpacks, travel bags and accessories. When we first started Herschel Supply, we found that bags were becoming overly technical. Our response to the market was something a little more utilitarian and focused on the finest quality.
WHAT’S NEW FOR THE UPCOMING SEASON? ANY NEW PRODUCTS OR THEMES?
For Spring ’ 13, there are a number of themes that we touch upon. For example, tone- on- tone colour blocking is something that works very well for us. In addition, we are introducing a new “Plus System” as well as a new line called “Packables.” The Plus system will be available in both the Settlement and Heritage backpacks and offers padded laptop storage and increased functionality. The Packables Collection is very popular within the outdoor retail channels and we felt that it was time for us to bring it into the lifestyle retail channel. The Packables collection is a line of ripstop nylon backpacks, duffels, totes and rain covers that can be easily stowed for compact carrying. As far as accessories go, we are launching a slimmer iPad and Macbook Air sleeve to meet the market need for slimmer cases.
WHO ARE YOUR PRODUCTS FOR — WHO IS YOUR MAIN MARKET?
Our products are created for the 18- to 34- year- old that has a sense of style and an appreciation for attention to detail. Although we are able to talk to such a large demographic on a global scale, there are segments within this age range that we market towards using a hyper- targeted brand message. As far as press, our products have been featured on the pages of Oprah magazine all the way to the pages of GQ and Outdoor magazine. We believe in manufacturing products that people will love and use daily.
DO YOU MAKE YOUR PRODUCTS YOURSELF, AND IF NOT, WHERE ARE THEY MANUFACTURED?
All of Herschel Supply’s products are designed in- house at our Vancouver head office and are manufactured overseas.
HOW DID YOU GET INTO DESIGNING?
I have always been inspired by design and fashion. I keep myself educated on fashion trends through my travels, magazine and blogs. When it comes to the designing of our products my brother, Jamie, and I split our roles based on our strengths. His are on the design side of the business whereas I manage the business aspect.
WHAT INSPIRES YOU — WHERE DO YOU GET YOUR IDEAS?
We’re inspired by architecture, design and all the creative people out there who are doing amazing things everyday. We also get inspiration internally from the creative people who work behind the scenes at Herschel Supply creating our products.
WHERE DO YOU WORK — DO YOU HAVE A STUDIO, WORKSHOP, OR WORK OUT OF YOUR HOME?
We recently moved into a new office in the Railtown district of Vancouver. Not only is it an amazing space that we are incredibly proud of, but it is also in a very upcoming part of Vancouver. We knew that in order to grow we had to have a comfortable working environment with enough space to house all the functions of the company.
WHAT’S YOUR PRICE POINT?
The most important thing was to balance our products with their respective prices. In our mind it is much easier to create an expensive bag that will only be accessible to a certain amount of people. Balancing the material quality, the features and the functionality are much more difficult when there is a set price point.
WHERE ARE YOUR PRODUCTS SOLD?
At present time, our products are sold all over the world and are available in over 37 countries.
WHAT ARE YOUR AMBITIONS FOR YOUR LABEL?
Our ambitions are to continue to work with the best and most progressive brands in the industry; whether it is the underappreciated artist or the well- known and highly respected brands. We look for a commitment to creating products that are innovative and incorporate thoughtful design. At the same time we want to cultivate a group of tight- knit, like- minded individuals who are committed to common goals and a common message.