A Fitting New First

In an unbelievable first, Herschel Supply has opened its first store in the state of California — and most notably, it’s located in Santa Monica! This is perhaps something we could’ve all assumed already existed, given how the brand easily captures the SoCal vibe, but Herschel Supply has now made it a reality.

Credit: Sam Wadieh

Herschel Supply, opened the doors to its first-ever California store on Saturday, August 19th, and in a prime location, it’s expected to be a hit. The 2,300-square-foot store is located at 1450 3rd Street Promenade and mirrors the distinctive energy of Santa Monica energy. Herschel’s Co-Founders Jamie and Lyndon Cormack collaborated with their in-house design team a Herschel’s Industrial Designer, Christopher Spears, to create an immersive customer experience and space with a clear juxtaposition of mixed materials, old and new, to evoke the brightness and airiness of a beach house.

Additionally, the space ties into its beachside location with white painted beams, pale pink dressing rooms, and a tile-wrapped cash desk. The store also includes images captured by renowned photographer Stephen Wilde

The Santa Monica store offers a wide selection of Herschel products, including but not limited to: 

  • New Classics — a complete redesign of the brand’s classic product range made with EcoSystem™ recycled fabrics.

  • Heritage™ Hardshell Luggage — Herschel’s newest hardshell luggage drop that features 4 sizes all built with 100% polycarbonate EcoSystem™ Hardshell that is made from 70% recycled post-use road barricade material.

  • Herschel Supply Uniform™ — the brand’s apparel line.

Credit: Sam Wadieh

Since launching in 2009, Herschel has solidified itself as a leader in the bag category and has continued to build upon its success through unique storytelling, category expansions, and one-of-a-kind collaborations.

The new store marks the continuation of Herschel Supply’s ambitious retail expansion plans to operate over 13 retail locations by the end of 2023, with a focus on key epicenters within the US and Canada. The Santa Monica store will be open Monday to Saturday from 10am-8pm and Sunday 11am-7pm.