Until now, Herschel Supply and golf accessories have never shared the same sentence. The Vancouver-based brand is known worldwide among commuters and travelers for its clean-lined backpacks and luggage. On April 9, Herschel Supply launched Herschel Supply Golf, stepping onto the fairway with a full lineup of on-course bags, a travel wheelie bag, head covers, shoe bags, and hard-shell luggage, all priced from $30 to $290.
This move feels less like a stretch and more like a logical next step. Herschel Supply has spent the better part of fifteen years building a reputation for functional, quietly stylish carry goods. Golf, with its particular obsession over what and how you carry things, was arguably waiting for them.
“Golf felt like a natural extension for us as we continue to expand into new categories. There was a clear opportunity to approach it with a travel-first mindset,” said founder Jamie Cormack. “We saw an opportunity to build functional, quality products for today’s golfer, both on and off the course, while bringing our balance of classic style into a new space.“
The permanent collection includes six new models, such as a lightweight Sunday bag and two stand bags. All are named Watt and are available in different sizes. The colorways are characteristically restrained: black, navy, a muted pink, and a camo option for those who want something with a little more personality on the back nine.
It seems that what Cormack is after is a golfer who thinks about the whole trip, not just the round. He described the collection as designed “to rethink how golfers carry and travel with their gear.” Each bag and travel piece is designed to be lightweight where it matters, organized where it counts, and built to last. The goal is to create products that fit seamlessly into a golfer’s day, whether it’s a local round or a trip across the country.
That framing matters. The golf equipment market has long been dominated by brands with a performance heritage, such as Titleist, Ping, and Callaway. Herschel Supply offers something different: bags made by people who have spent years thinking about airports, not just tee times. The travel wheelie bag, for instance, was designed to facilitate smooth movement from the airport to the clubhouse.
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Herschel Supply was founded in 2009 by brothers Jamie and Lyndon Cormack, who named the company after the small Saskatchewan town where their family had lived for three generations. Since then, the brand has expanded well beyond backpacks into apparel, surf bags, snowboard bags, and now, golf bags. At the end of 2025, Lyndon Cormack noted that 2026 would be about “deepening the modern side” of Herschel Supply, with new categories and design directions. The golf collection was one of those directions.
Whether golfers will respond to a bag brand entering their world remains to be seen. Golf has grown considerably younger and more style-conscious in recent years. Herschel Supply is considered one of the most approachable and stylish brands on the market, suggesting that their timing is no accident. The sport has been receptive to crossover brands before, and a muted pink Sunday bag from a company whose products are already in people’s closets and overhead bins could easily find a place in the garage.
The collection is available at Herschel stores, online at Herschel.com, and at select retail partners.