I always have the impression that Herschel Supply Co. is targeted at urban adventurers because their bags tend to have a rugged, military style. Plus, the brand name sounds like a surplus store. Today I realize it is quite that. Herschel has always had its sights set on urban millennials and Gen Z between 15 and 30. The brand’s recent collab with LEGO reinforced this.
It is a lovely collection that would most definitely look out of place on the back or shoulder of middle-aged fans of LEGO. Even the promo video and photos indicate its place: high school. OK. Maybe it’s not 100% true that the Herschel x LEGO Collection will look out of place on folks’ way older than 30. To be fair, there are some “more mature” designs—but god damn it, where’s the fun in it if there ain’t an obvious print of plastic bricks, am I right?
Speaking of patterns, you have Abstract Bricks, Garden Floral, Scavenger Hunt Bricks, and Scavenger Hunt Meadow. Depending on the type of bag, it may be offered in a fixed design or with one or two patterns to choose from.
As far as types of bags go, they are based on Herschel’s existing portfolio, which includes LEGO Herschel Little America Backpack – 30L (my personal favorite), LEGO Herschel Heritage Backpack – 24L, LEGO Herschel Heritage Tote – 24.5L, LEGO Pop Quiz Lunch Box – 5L, LEGO Herschel Heritage Crossbody – 2.5L, LEGO Herschel Classic XL Backpack – 30L, LEGO Settlement Pencil Case – 1L, LEGO Herschel Classic Backpack – 26L, and LEGO Herschel Classic Hip Pack – 1L—just to name a few.
Basically, it has every age covered—from little kids and tweens to grown people. If you are interested, you may check out the entire collection on Herschel.com. Prices range from US$30 to US$140.
Images: Herschel.