Herschel Supply Co. is a Canadian lifestyle brand, with products ranging from backpacks, duffle bags, totes, headwear, luggage, wallets and more.The company was founded by Lyndon and Jamie Cormack in 2009 and is based in Vancouver, British Columbia. It expanded quickly, and featured 10,000 points of sale in 2016. Slate Magazine described the brand as “a global phenomenon, glimpsed wherever hipsters dare to tread.”Its products comprise backpacks, duffel bags, other luggage, hats and other accessories. The brand is aimed at 18-to-35-year-old consumers, and is based on evoking a sense of Canadian and American nostalgia – for instance through synthetic leather straps and an old-time logo, as well as through its name, which refers to Herschel, Saskatchewan, a very small Canadian frontier village. An upcoming Herschel store and its first brick and mortar store in Canada is open in Vancouver’s Gastown now – June 2018.Herschel operates 44 retail locations worldwide, from Hong Kong to Dubai to Paris.