Herschel Supply Co. stormed on the scene in 2010 as a Canadian brand known for its trendy, functional backpacks. Some of the brands on the list that are similar to Herschel in terms of the types of products they produce are Jansport, Burton, and Fjallraven. These brands are also known for their trendy, functional backpacks and accessories, and often have a somewhat outdoorsy or adventure-oriented aesthetic. Other brands on the list, such as Filson, United by Blue, and The North Face, are known for their high-quality, durable outdoor gear, but may not necessarily be known for the same kind of trendy, fashionable styles as Herschel.
American backpack label owned by VF Corporation, known for cheap, durable school packs such as the SuperBreak, Big Student and Right Pack.
Why it's similar. Skip Yowell and his partners started with aluminum-frame hiking packs in Seattle in 1967, before the SuperBreak made JanSport the default cheap school bag.
Norwegian travel gear brand, founded by freeskier Jon Olsson, making padded ski bags, roller luggage and backpacks for sport-minded travelers.
Why it's similar. Freeskier Jon Olsson and engineer Truls Brataas began with a padded ski bag in 2009, and the Norwegian line now spans roller luggage and sport-minded backpacks.
Seattle outfitter since 1897, making waxed Tin Cloth and Rugged Twill canvas bags with leather trim and lifetime guarantees.
Why it's similar. Clinton Filson outfitted Klondike prospectors from Seattle in 1897, and the Rugged Twill and Tin Cloth satchels still carry bridle leather and a lifetime guarantee.
American bag maker founded in 1989, known for customisable messenger bags, backpacks and durable, utilitarian urban-cycling design.
Why it's similar. Rob Honeycutt was a San Francisco bike messenger when he started sewing the three-panel Classic Messenger in 1989, still the brand's signature customisable bag.
Denver-based outdoor and travel brand making colorblocked nylon backpacks, bags and apparel with a 1970s-inspired, city-to-trail aesthetic.
Why it's similar. Jedd Rose and Mark Hansen's Colorado brand shares Herschel's colour-forward, boxy look but routes it through 1970s outdoor gear, with mesh pockets and daisy chains.
Swedish outdoor label founded in 1960, best known for the boxy Kånken daypack and waxed G-1000 packs and jackets.
Why it's similar. Ake Nordin built his first frame pack in a family basement in 1960, and the squared Kanken that followed is the closest rival to Herschel's daypack ubiquity.
Porter is Yoshida & Co.'s flagship Japanese label, making nylon and canvas bags, backpacks and wallets domestically since 1962.
Why it's similar. Porter has been made in Japan by Tokyo bag house Yoshida since 1962, with small-workshop nylon and canvas construction that outclasses Herschel's China-made line on finishing.
American outdoor brand, VF Corp-owned since 2000, whose bags span Base Camp duffels, Borealis daypacks and technical luggage.
Why it's similar. Founded in San Francisco's North Beach in 1966, its Base Camp duffel and FlexVent-suspension Borealis pack answer Herschel's travel range with more technical construction.
Paris bag label making asymmetric, sculptural backpacks and laptop carriers in technical and recycled nylons.
Why it's similar. Asymmetric folded panels and diagonal zips make the Paris label's Isar and Nile rucksacks the sculptural opposite of Herschel's mountaineering-flap simplicity.
American bag brand founded in Boston in 1952, best known for the Padded Pak'r nylon backpack and 30-year-warranty luggage.
Why it's similar. Boston's Eastern Canvas Products supplied the US military before the 1970s pivot to consumer packs, and the Padded Pak'r and its 30-year warranty undercut Herschel.
Philadelphia B Corp making bags and outdoor apparel from sustainable materials, removing a pound of waterway trash for every product sold.
Family-owned Vermont snowboard company making boards, Step On bindings, outerwear and a bag line from daypacks to roller luggage.
American action-sports brand founded in Hawaii in 1979, making durable backpacks, travel bags, gloves and outerwear for surf, snow and bike.
Australian carry brand making slim leather wallets, backpacks, travel bags and tech accessories with a minimalist, low-bulk design approach.
Why it's similar. Both cover backpacks, luggage and small accessories at mid prices, but Bellroy's Melbourne design favours slim leather wallets and low-bulk organisation over Herschel's striped-lining heritage look.
Disco ranks brand alternatives using style overlap, category overlap, price tier, fit, colour palette, and cultural context. Scores are directional, not absolute. Read the full methodology →