Canadian brand Herschel has brought Jon Hoerauf on board in the newly created position of chief executive officer, effective immediately. The Vancouver-based brand, which just celebrated its 10th anniversary, is best known for its casual backpacks. Hoerauf is the first non-family member to head the privately held company, which was founded by brothers Jamie and Lyndon Cormack.

Hoerauf has a history as a brand builder at The North Face, where he was global product director for the Summit Series before taking on the role of VP of global commercial at Arc’teryx. He then rose to president of Arc’teryx and president of apparel at Amer Sports in Vancouver. His successor at Arc’teryx is former Lululemon manager Stuart Haselden.