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Herschel Supply Co. (herschel.com) scores 84 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Fashion & Apparel brands, E-commerce brands, Travel & Hospitality brands, in the 77th percentile of 2284 Fashion & Apparel brands.
Herschel Supply Co. is a Canadian company founded in 2009 and headquartered in Vancouver that designs and manufactures backpacks, bags, accessories, and other travel goods. The brand combines functional design with modern style, offering durable, weather-resistant products intended for work, travel, and everyday use. It targets style-conscious, on-the-go individuals such as students, professionals, and travelers, and operates within the fashion & apparel, e-commerce, and travel & hospitality categories.
| Brand Name | Herschel Supply Co. |
|---|---|
| Domain | herschel.com |
| Industry | Fashion & Apparel, E-commerce |
| Founded | 2009 |
| Headquarters | Vancouver |
| Main Competitors | Fjällräven (90/100), JanSport (89/100), The North Face (76/100), Eastpak, Timbuk2, Away, Fossil (83/100), Patagonia (93/100) |
Moz Domain Authority 62/100 vs category average 47 / leader 93 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #173,822 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Herschel Supply Co. has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Herschel Supply Co. USA" (No meta description. OG description present but brief) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 3 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:type, Twitter cards, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, Shopify, Ghost.
Social footprint: verified profiles on Instagram, X (Twitter), YouTube, GitHub; no detected presence on Facebook, LinkedIn - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked September 2026.
When asked "What is Herschel Supply Co.?", Claude could identify the brand as of September 2026. Herschel Supply Co. is a Canadian design house founded in 2009 in Vancouver by brothers Jamie and Lyndon Cormack, known for backpacks, bags, and travel accessories with a clean, retro-inspired aesthetic. Best known for Classic backpacks like the Little America and Settlement models with signature striped fabric liners.
When asked "Best brands similar to Herschel Supply Co.?", Claude would recommend Herschel Supply Co. as of September 2026. It's a widely recognized brand in the everyday bag and accessories space, often mentioned alongside brands like Fjallraven or JanSport.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Herschel Supply Co.'s main competitors in Fashion & Apparel: Fjällräven (90/100), JanSport (89/100), The North Face (76/100), Fossil (83/100), Patagonia (93/100).
Sources: Brand Analyzer scan
Herschel Supply Co. offers backpacks, bags, and other accessories and travel goods designed for work, travel, and everyday use.
Sources: Herschel Supply Co. official site
Herschel Supply Co. is a Canadian company, founded in 2009 and headquartered in Vancouver, that manufactures backpacks, bags, accessories, and other travel goods.
Sources: Herschel Supply Co. official site
Herschel Supply Co. has moderate AI-search visibility, scoring 71/100 on Brand Analyzer's AI visibility composite (visibility 70, trust 70, recommendation 75). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Herschel Supply Co. official site
Herschel Supply Co. was founded in 2009. Herschel Supply Co. operates in the Fashion & Apparel category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Herschel Supply Co. is headquartered in Vancouver. Herschel Supply Co. operates in the Fashion & Apparel category.
Sources: Wikidata
Herschel Supply Co. designs, manufactures, and sells bags and accessories-including backpacks, luggage, and travel goods-aimed at helping people work and travel with ease.
Sources: Herschel Supply Co. official site
Herschel Supply Co. scores 75/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Fashion & Apparel options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Herschel Supply Co. official site
Herschel Supply Co. is known for its thoughtfully designed, durable, weather-resistant backpacks and bags that blend functional design with modern style for everyday use and travel.
Sources: Herschel Supply Co. official site
Herschel Supply Co. can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Herschel Supply Co. official site
Herschel Supply Co. products are used by style-conscious, on-the-go individuals, including students, professionals, and travelers who need durable and fashionable bags and accessories.
Sources: Herschel Supply Co. official site
Herschel Supply Co. is popular because it combines functional, durable, weather-resistant design with modern style, appealing to style-conscious students, professionals, and travelers seeking practical yet fashionable bags and accessories for daily life and travel.
Sources: Herschel Supply Co. official site
Herschel Supply Co. scores 71/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Herschel Supply Co. has a moderate AI-visibility profile at 71/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (75/100) and its weakest is trust (70/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #173,822 (Tranco). In a live check, Claude could already identify Herschel Supply Co. from memory (September 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Herschel Supply Co.: Henry Rose (84/100), Harper's BAZAAR (84/100), i-D (84/100), INTERSPORT (84/100).
A step up - brands to learn from: Zappos (91/100), Victorinox (91/100).
Category leader: Complex (97/100).
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