Herschel Co-Founder Launches Typical Home Goods Brand with Innovative Stretch Towels
Vancouver entrepreneur Lyndon Cormack, best known as co-founder of the globally recognized Herschel Supply Company, has turned his design expertise toward the home with the launch of Typical, a new home goods brand focused on elevating everyday essentials. Cormack partnered with Phoebe Glasfurd and Aren Fieldwalker of the creative studio Glasfurd & Walker to establish the Vancouver-based company.
Launching with Innovative Bath Linens
Typical made its debut this month with The Typical Stretch Towel, a product that combines 98 percent cotton with two percent spandex to create a unique hybrid of traditional terry cloth and stretch fabric. This innovation brings performance apparel characteristics to bath linens, addressing what Cormack identified as a commodified and emotionally disconnected category.
"We wanted to start with something truly everyday," says Cormack. "Towels live quietly in our homes, our bathrooms, our hotels and our routines. They are a part of how we start and end our days. And yet, despite how universal they are, the category has never really had a strong point of view."
Design-First Approach to Everyday Objects
The brand approaches home essentials with a design-first perspective that emphasizes both functionality and aesthetics. The Typical Stretch Towels feature:
- Bold patterns and graphic prints
- Strong, vibrant colors including petal pink, cabernet burgundy, and moss green
- Enhanced tactility through the stretch fabric construction
- Improved functionality with better wrapping and staying power
Cormack explained the breakthrough moment came when the team asked a simple question: "Why don't towels stretch?" The resulting prototype demonstrated immediate improvements in how the towel interacts with the body.
"When we began prototyping towels with stretch, the improvement was immediate and surprising," Cormack notes. "The towel wrapped better, stayed in place, moved with the body and simply felt more intuitive to use."
Transforming Utility into Connection
Phoebe Glasfurd emphasized that tactility was central to their design process. "We wanted to create something that feels considered both visually and physically," she says. "The stretch, the patterns, the colour choices all work together to turn a utility into something you connect with."
The brand's philosophy centers on bringing more intention and design thinking to everyday objects without attempting to completely reinvent spaces. A stack of these patterned towels on open shelving or a bold bath sheet draped over a tub can shift a room's tone without requiring renovation.
Cormack's transition from global accessories to home goods represents a natural evolution for the designer, who helped put Vancouver on the design map with Herschel Supply Company. With Typical, he brings that same design sensibility to the intimate spaces of daily life, starting with one of the bathroom's most essential objects.
