Herschel Cofounder Lyndon Cormack’s New Brand Typical Wants to Reinvent the Basic Towel

Lyndon Cormack, cofounder of Herschel Supply, and the creative team at Glasfurd & Walker have united forces to reimagine one of the most overlooked home essentials. On Monday, they launched their new brand, Typical, debuting with the Typical Stretch Towel — a cotton terry towel that incorporates stretch for greater comfort and fit, they said.

Cormack told WWD the brand was born from a familiar design impulse. “At Herschel, we always focused on classics with a modern twist — taking familiar, often overlooked categories and injecting them with personality, function, and a clear point of view. That same instinct carries into Typical,” he said.

Made from 98 percent cotton and 2 percent spandex, the towel aims to combine fashion and function. It offers the plush texture of luxury cotton with added flexibility, designed to wrap easily, stay put and move with the body. The brand’s tagline, “Don’t Forget to Stretch,” encapsulates its mission to bring creativity and play to everyday rituals.

Cormack added that towels presented an unusual design challenge, precisely because consumers seldom think critically about them. “By introducing fashion, storytelling and material innovation, we wanted to bring lifestyle and relevance to a category that had largely been left behind,” he said.

Typical’s design philosophy reflects the influence of Glasfurd & Walker, the Vancouver-based design studio founded by Phoebe Glasfurd and Aren Fieldwalker, who are behind its branding. “Their work consistently elevates everyday experiences through thoughtful design and subtle moments of surprise,” Cormack said. “We approach Typical the same way — using a familiar object as a canvas to tell better stories and create something useful and beautiful.”

The name Typical aims to capture the brand’s balance of simplicity and subversion. “It’s familiar, direct, and used constantly in everyday language. At the same time, it felt like an opportunity to challenge what ‘typical’ means in a space that has become heavily commodified,” he said. “For us, it’s about taking something expected and making it unexpectedly better.”

Reflecting on lessons from Herschel Supply’s growth, Cormack described Typical’s foundation as equal parts utility and storytelling. “A product can have a great narrative, but if it doesn’t work exceptionally well, the relationship ends quickly,” he said. “We applied the same discipline — build something that genuinely performs better, then surround it with a story people want to be part of.”

Priced between $38 and $58, the collection includes bath, hand and face towels and is available through typical.net and select retail partners.