“The ambition was always to use the tote bags as a launching pad,” says Haulier’s founder and creative director, Jeremy Hershan. “They’re highly practical and the perfect everyday item that anyone can use as gender or age doesn't really come into it.”

After significant interest globally, the launch has given Hershan and his team the confidence to move forward with building up a wardrobe of elevated, everyday utility items, which the brand will do under the new name of Haulier.

“Haulier better represents our transcendent ethos and our desire to transport people to another place and another time through a modern lense,” explains Hershan. “It doesn't necessarily have to be a specific place, but it's to this time where people travelled with style and grace and timelessness. That's what I want to get across and Haulier is infinitely more relevant to that.

“When people look at the imagery we create, they often say, 'I want to live in your brand world.’ And that's really what I want to tap into; I want to be able to transport people to these desirable, sometimes imaginative locations.”

To achieve this, Hershan has applied all his years of sartorial experience working for some of the top British heritage brands to build a timeless wardrobe of everyday items, all very much inspired by the Australian climate and the fact you can't wear heavy clothes. “It’s about this all year round, trans seasonal way of dressing,” he says.

Similar to Haulier’s tote bags, Hershan has applied the same philosophy to what will be quite a considered capsule wardrobe, fine-tuning great utility pieces – from a pair of jeans or a great blazer to some great shirts and sweats – with a luxury eye for detail.

“I like mixing codes so I'm drawing on military and utility and a little bit of sportswear because they all have a practical nature to the pieces and everything is genderless,” says Hershan, the idea being that Haulier is everyday wear with a luxury approach in terms of fabrication and detail to make it a little extraordinary from the norm. “The mixing of codes makes things feel a more natural. I mean to wear a beautiful silk shirt with a jogging short and not really give a shit – that’s much cooler than buying into a strict look or traditional code.”