Perfecting one style before branching out into other categories is a proven strategy in fashion. Names including Louis Vuitton (luggage),Hermes (horse saddles) and Levi’s (the 501 jean) paved a path that has been followed by the likes of Australian brand Blanca Studios (oversized shirts),and even the “anti-fashion” Crocs.
Hershan,a former creative director of RM Williams who has also worked for Dunhill and other European brands,draws inspiration from ’60s and ‘70s-era travel,as well as his own mother,Yvonne,who was his date to the awards.
He says the strategy of launching Haulier with an accessory – when many brands do the opposite – was,in hindsight,a way to make the brand accessible to more people from the beginning.
“I wanted to start with a product anyone could use,” he says. “It wasn’t gender-specific,it wasn’t age-specific,it was accessible,it was utilitarian. The idea was if I could make that work,I could build the world around it.”
Still,Hershan’s self-declared obsession with quality and craftsmanship comes at a price:his small totes retail from about $450,though there are now other pieces in the range,including socks,from $50.
From the tote bag,Haulier’s collection has grown to meet Hershan’s vision for a “great Australian lifestyle brand” in the spirit of Country Road,which is celebrating 50 years in the industry. The new collection,which was previewed at the awards ceremony in front of 60 guests including Bishop,features knitwear,denim and leather.