Herschel Supply is a brand of hipster retro backpacks that have become ubiquitous, seen on street corners and in the window of crowded subway cars. Its bags walk a razor’s edge between trendy and rugged, evoking the general stores, rolling hills, and dirt roads of small-town Herschel, Saskatchewan, where the company was founded in 2009. The Herschel brothers, Lyndon and Jamie, have built their business on a carefully constructed nostalgia, but it’s hard to believe that they and their core clientele ever lived in the town of 30,000.
They may have a soft spot for the town in which they grew up, but Herschel’s packs aren’t made just to look like the old days; they’re designed for modern travel. For example, the Trade Luggage is created to fit within most carry-on luggage limits and offers extra features for travelers, such as a water bottle pocket and an internal mesh divider to keep your clothes from wrinkling.
The Herschel Heritage Backpack, meanwhile, is designed for everyday journeys and has a laptop sleeve to accommodate those who need to bring their work with them. There’s also a pocket for sunglasses and a front flap that covers the zipper to protect contents.
A feature that Herschel recently added to its lineup is the Packable Daypack, a smaller bag that can be folded and stuffed into itself. It can then be pulled out and used as a daypack when needed. The Packable Daypack is available in a variety of colors and can be decorated with your logo.