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In Pictures: The Herschel Supply Co. Brand

Known for its old-school hiking sacs, the Vancouver-based company is quickly making a name for itself as a fashion brand young adults want to be associated with

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Lyndon Cormack, founder of Herschel Supply Co., is photographed at his headquarters in Vancouver, British Columbia, Friday, May 24, 2013.

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The young Vancouver-based company is quickly making a name for itself as a fashion brand young adults want to be associated with, writes Globe reporter Tim Kiladze.

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Rapid growth is a double-edged sword for co-founders, and brothers, Lyndon (right) and Jamie Cormack (left). The brand has become a cultural phenomenon, enough to convince Apple Inc. to ink a partnership that landed Herschel backpacks in the tech giant’s stores and on its latest commercial.

Rafal Gerszak/The Globe and Mail

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The brothers have started toying with such items as messenger bags and accessories like iPhone sleeves, but backpacks are still the focus.

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If fickle ‘cool kids’ are your early adopters, you risk losing them as you try to saturate the mass market. Conversely, how do you continue to grow without doing just that? Herschel Supply has already segmented its product lines into three distinct groups: each one targets a different demographic with sales in carefully chosen locations. "We’re definitely selective of our retailers," Lyndon said.

Rafal Gerszak/The Globe and Mail

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