Tuesday, August 16, 2016

"The Herschel backpack: how Generation Y carries capitalism's mythologies"

From last summer, but new to me:

Was a law passed recently that mandated every person under 30 own one of those blue and brown Herschel backpacks? How else can we explain how ubiquitous they are? Step onto a university campus and 90% of the students will be wearing one, seemingly in defiance of the laws of supply and demand.

The Herschel trend is fascinating. In 2014 the Guardian’s Paula Cocozza went digging for the source of the bags’ popularity. Brothers Lyndon and Jamie Cormack, both apparel industry veterans, founded the company in 2009 because they “did not feel there was a very compelling story being told about bags”.

They named the company after Herschel, a tiny town in Saskatchewan where their great-grandparents settled after emigrating from Scotland in 1906.


In other words, the Herschel backpack is a bag for the rugged individual.