[1] The company was founded in 2009 by Lyndon and Jamie Cormack and is based in Vancouver, British Columbia, Canada.

[2] They make 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 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 hamlet where the founders great grandparents settled.

[4][5] Herschel operates 44 retail locations worldwide, from Hong Kong to Dubai to Paris.

[4] Slate described the brand as "a global phenomenon, glimpsed wherever hipsters dare to tread.