Look around any crowded subway or bus in major cities and you’re bound to see the Herschel Supply Co. backpack being carried by teens and adults. ┬áMuch like Canada Goose jackets quietly edged out North Face and other competitors last winter as the jacket du jour (at least in NYC!), the Herschel backpack seems to be doing much the same in its space.

I’m not a devoted student of the backpack space, but I can certainly tell a trend when I see one. I’ll do some digging over the next few days, but immediate questions that come to mind include:

  • Why this bag?
  • Why now?
  • What’s driving people to embrace it?
  • What’s with Canadian products that are causing them to pop like this?

If you have any ideas, drop a comment below.

Additional link:



Herschel BP Collage


Posted by Rob Fields

Observer. Curator. Marketer. Dot connector.