interview with mikey scott, marketing director at herschel supply

interview with mikey scott, marketing director at herschel supply

founded in 2009 by brothers jamie and lyndon cormack, vancouver, canada-based herschel supply is best known as a global accessories brand that produces high-quality products — backpacks, handbags, luggage, laptop cases etc. — with a regard for detail. herschel supply’s designs are influenced by the essence of old mountaineering and world travel, with a touch of vintage heritage. the result is a product line that while expressing contemporary motifs and modern lines, offers functionality and practicality for everyday life. to acknowledge herschel supply’s arrival in mexico, designboom español interviewed the brand’s global marketing director mikey scott about what sets the company apart from its competitors, and what he think has attributed to the company’s success in its five years of existence.

‘sutton mid’ (navy portrait)

designboom español: herschel supply puts emphasis on the importance of details. how have you applied this concept to the design of the products?

mikey scott: well, I think that as a company we are very design driven. we work to ensure that each piece has the right prince and is made with the best materials. our mission is to have timeless products with a fine regard for detail. the product offering that we have goes across accessories including travel goods, backpacks and wallets. each of those is special in their own unique way. the design element of the details goes into everything, from the design of the bags to small little taps that say ‘welcome to herschel, enjoy your stay’. we really go a step further to make sure that the product is finished in the right way

‘little america’ (natural hemp)

DB: how would you describe the timeless look of the brand? how does tradition blend with modernity?

MS: as a brand, we definitely express a nostalgic feel. our aesthetic evokes the feeling of ‘having already been seen before’, but now in a modern way. it is about renewing a traditional product to create that timelessness so that there is something there that feels familiar. let’s say a backpack that looks a little bit older. it may have everything inside that you need today and that is that modernizing factor. in the past, vintage was something that we were known for; however, as we have move forward, we have discovered that we are a global company that modernizes nostalgic products.

‘lonsdale duffle’ (tea/natural/brindle)

DB: how would you describe the growth of the brand in its five years of existence?

MS: a lot has happened in five years. the growth that we have gone through is really in quantity — from having 48 pieces per season to over 1600. the idea of speaking to lots of different consumers allows us to focus on product segmentation. we need to make sure not only to have a product that is accessible in terms of price or material distribution, but also that we can go a little bit further to make sure that there is something special inside that allows us to speak to different consumers and make something unique for each one.

‘clarck messenger’ (charcoal crosshatch)

DB: have you considered making designs for specific markets?

MS: no, I believe that our product offering is global. everyone uses it differently, we never tell someone strictly how to use a product. I think that by not telling someone how to use it, they have this kind of sense of discovery that allows them to make a personal interpretation of the product. in this short amount of time we have allowed people to come across the brand and really adapt and focus that into their needs to find the perfect piece.

‘strand duffle’ (rain drop camo)

DB: are there any limitations when creating?

MS: I don’t think so. every single season we care about over designing to make sure we never lack options. when I say ‘over design’ that means that we take out the creativity and ideas to put them in our accessories. both the design and marketing teams work very closely with each other to come up not only with the product, but also with the story that will go with that item.

‘market tote’ (windsor wine/tan)

DB: what is the key difference of herschel and brands similar to it?

MS: the main differentiator is that we don’t believe that we have a direct competitor. we have competitors in certain categories like head wear, travel luggage, backpacks or wallets, but for a product offering we don’t have a main competitor. there isn’t another company that does every single thing that we do. we always focus on staying ahead and being a design driven company. having that attention to detail is what differentiates us from others. we have a backpack that is fully lined, has magnetic closures, the right details inside and that includes hand drawn elements. as a brand we take a step further and we use the design to make something truly unique.

‘little america backpack’ (navy)

DB: herschel supply is everywhere, including markets such as china and japan…

MS: so it is. we did not invent the backpack, but reinvented the category of travel items. I think it is cool to have something that feels new and exciting at the same time that forces us to look beyond. in that sense our design team has a big task making a product that is not only relevant, but extremely progressive in certain terms.

‘dawson women’s backpack’ (scattered black)

DB: what is your personal motto?

MS: ‘work hard, stay humble’. I think that having a job that you really enjoy doesn’t really feel like work. if you want to make a difference you must feel that you are giving your time to create something of value. being humble is recognizing that there is something bigger than you out there; however, at the same time you must have the character to feel that what you do is right and that you are moving in the right direction. as long as you work hard and stay humble you will definitely be successful.

‘heritage backpack’ (feather)
‘reid backpack’ (ruby burnt coral)
‘ryder duffle’ (woodland camo)

see the original interview with mikey scott on designboom español, designboom’s spanish speaking sister site HERE.