Herschel is introducing its first trademarked fabric. The Canada-based accessories brand will launch its ApexKnit collection on Feb. 15 in limited quantities exclusively on ApexKnit.HerschelSupply.com.
“We are constantly trying to innovate and fabric innovation is a direction we want to take going forward,” said Herschel cofounder Lyndon Cormack, who added that the textile has been in development for around two years. “We are so used to seeing a jacquard in some apparel lines, but now we’ve done it in our bag silhouettes.”
According to Cormack, the fabric is virtually seamless, durable, lightweight and produces less waste. The collection, which includes three styles, is also a new aesthetic for Herschel, which is known for its heritage-influenced assortment. The ApexKnit line has a sporty, progressive look with details including forged rubber, dual-density EVA infused padding and seat-belt webbing adjusters. The collection retails from $50 to $200.
Herschel is in expansion mode. Cormack said the brand, which he launched five years ago with his brother Jamie, continues to grow by 40 to 50 percent in all categories. Herschel currently operates 15 stores in Asia with distribution partners and has plans to open a shop in Vancouver in the future.