Herschel boosts Starbucks fashion cred

Does a new new designer collaboration revealed this week represent growing Starbucks fashion cred?

Accessories and apparel brand Herschel has created a capsule collection inspired by Starbucks China’s Sumatra coffee blends.

It follows the release of two seasonal ranges of homewares designed by Los Angeles label Ban.Do in the coffee company’s Asia-Pacific stores, the first of them on sale in July last year.

Vancouver-based Herschel established a headquarters in Shanghai this year and is currently working on expansion plans within the territory along with retail partners nationwide. A permanent store location will open in the third quarter, and 15–20 Herschel Supply stores are are expected to be open before the end of next year.

Cofounder Lyndon Cormack said: “Coffee is significant in one aspect or another in just about every part of the world. Of course, it’s a huge part of our culture in Vancouver, here in the Northwest, just a few hundred kilometres away from Starbucks’ birthplace in Seattle.

“To work with one of the most globally recognised brands and collaborate with them directly is an incredible opportunity to bring both of our stories to life in a unique and meaningful way. We’ve also been active in the market for years and certainly experienced robust growth.

“To receive the stamp of approval, so to speak, from the Starbucks China team shows us we’re off to an amazing start and that there’s a lot of opportunity for us to expand in the territory.”

The Starbucks fashion-influenced range, which is currently sold exclusively at Starbucks locations within China, includes carryalls, mugs and a Starbucks card featuring a custom Sumatra Cherry Woodland Camo print.

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