August 18, 2006

1Issue 52 - August 18, 2006

A week in the world of Roots Issue 52 – August 18, 2006

MAKING IT HAPPENThis week, Roots Co-Founders Don Green and Michael Budman celebratedthe 33rd anniversary of Roots by opening an innovative new store in Toronto

just up the street from where they opened their first location in 1973

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IN AWE IN OSHAWA Anne TheriaultRoots store, Halifax, NS

The Source wants to hear from you. Pleasesend your letters to Robert Sarner [email protected] Letters may be edited forlength and clarity.

Lindsay KernRoots store, Kelowna, BC

HATS OFF TO THEWEST ED TEAM

I’m writing you to say whatgreat staff you have workingin your Oshawa Centre Store.I was there twice in the pastthree weeks to makepurchases and both times thestaff made me want to returnand shop.

As a female in my early30s, I’m often in the mallshopping for my family. I findit discouraging to go intostores where the staff areeither talking to each otherand are too busy to help thecustomer or they simply justdon’t want to be there. Thiswas certainly NOT the casewhen I visited your Oshawastore. The staff were friendly,willing to help, and alwayssmiling. Unfortunately, in thisday and age, people workingin stores are often tooconcerned with themselves tohelp others.

I know that the only timemost people contact CustomerService is to complain. This issimply not the case here. I justwish I had taken the time toknow who the women wereworking on the two occasionsthat I was in the store so Icould have included theirnames in this letter. Great jobby all of them!

I hope this letter makes it

I recently made a trip toEdmonton to spend a few dayshelping set up the beautiful newRoots store, which openedearlier this month in the WestEdmonton Mall. I want to saywhat an awesome job everyonedid, and congratulate them ontheir hard work.

I was only there for threedays, but when I came home Iwas ready to sleep for a week. Ican’t imagine how tiredeveryone, (especially SamaraSnyder), was by the time theyfinally opened the store, butI’m sure they felt it was worthit on the big day

Congratulations on yournew store, West Ed! It was sonice meeting all of you.

SPECIAL DELIVERYRecent letters from the world of Roots

I am writing with regard to thearticle “In aid of the AIDSfight” that appeared in Issue 52of The Source. As someonewho is passionately committedto the AIDS fight, I was thrilledto read that Roots is fightingright alongside me!

I often do volunteer workfor the AIDS Coalition of NovaScotia (which is a fantasticorganization) and this year I’morganizing a team at my storefor the AIDS Walk here inHalifax on September 30. I’vedone the walk by myself, butI’ve never helped put together ateam before. Luckily everyoneis really enthusiastic and eagerto get involved.

WALKING FOR AGOOD CAUSE

to your Oshawa store so theywill hear from a customerabout what a great job they aredoing. I will now think ofRoots as my first place to shopfor my family.Joylene AireyPort Perry, Ontario

I am hoping that our staffcould get some of the T-shirtsthat Roots printed for theAIDS Conference in Toronto.

In Issue 51 of The Source, in the article entitled “Looking Good”,the correct name of the Manager of the Roots store in London,Ontario is Phil Papadopoulos.- Please address any corrections, relevant updates and revisionsto [email protected]

DEPT. OF CLARIFICATIONSetting the record straight

I N S I D EI N S I D EI N S I D EI N S I D EI N S I D EI S S U E 52I S S U E 52I S S U E 52I S S U E 52I S S U E 52

PublishersMichael Budman, Don Green

EditorRobert Sarner

Editorial AssistantPaulomi Patel

The Source is published every week byRoots Canada Ltd. We welcome lettersfrom readers for publication. Pleaseaddress all correspondence to TheSource, Letters to the Editor, RootsCanada, 1400 Castlefield Ave., Toronto,Ontario, M6B 4CR or by email [email protected] Letters may be editedfor length and clarity.

Each issue of The Source is alsoavailable, in an abridged version, on theRoots website at www.roots.com

DepartmentsFRESH INK

NEW AND NOTEWORTHY

GUESS WHO JUST DROPPED IN…

SPREADING THE WORD

UP FRONT

GREEN TIPS

HEALTH TIPS

STAYING POWER

MOVING FORWARDRoots inaugurates an innovativeeco-friendly emporium close tooriginal store on Yonge Street

THE NUMBERS # 1We name names

THE HOT LISTA fast look at what’s flying off theshelves at Roots stores

SOUND ADVICEInnovative new product foriPods exclusive to Roots fornext two months

DOING THE RIGHTTHINGThe latest in our serieson employees who helpothers

A FLYER TO GOHIGHERNew promotion showcasesthe ‘Roots 73’ fall collection

STATIONARY BUT GOINGPLACESRoots supports Race For Dignityin fight against AIDS

WELL RECEIVEDNew women’s jeans on targetwith customers


This week in Toronto, on the veryday that Roots celebrated its 33rd

anniversary, Co-Founders MichaelBudman and Don Green were busyoverseeing the finishing touches on theirlatest achievement on the retail front. OnAugust 15, Roots Rosedale — Toronto’sfirst environmentally friendly combinedfashion and home design store and yogastudio — opened for business, heralding abold new step forward for the company.Fittingly, it is situated on Yonge Street justa block north of where the original Rootsstore opened in 1973.

The store may be innovative but it’salso true to the heritage of Roots, and notjust due to its proximity to the originalRoots store. The just-built store at 1073Yonge Street reflects the core values ofRoots — personal well being, a healthylifestyle, athleticism, and respect andappreciation for nature, the community,and great aesthetics — and translatesthem into a lively, engaging and sociallyresponsible retail space.

Designed by architect Diane Bald,Founder and Creative Director of RootsHome Design, who worked closely withPauline Landriault, Director of VisualPlanning and Store Development, RootsRosedale mixes Roots essentials withfresh ingredients to offer a new shoppingexperience for the eco-conscious con-sumer. To that end, the store was builtwith environmental sensitivity.

Michael and Don have always believedthat offering products suited to a healthylifestyle and reflecting an environmentalsensibility is important to the Rootscustomer. More so today than ever.

“This new store is a natural extensionfor Roots,” says Michael. “It representswhere we want Roots to be as we moveforward but it is also perfectly in keepingwith our past. Roots has always beenconnected to nature and the outdoors,promoting an active, healthy lifestyle andbeing socially aware. In addition toshowcasing and selling our products, wealso see this store as sending a positive

message to our customers about how beinggreen is not a sacrifice but is about changeand evolution and a way of thinking.”

Housed in a warm and intimate envi-ronment, Roots Rosedale offers a widerange of Roots products such as RootsOrganic apparel made from organic cottonor hemp, and organic cotton baby clothing.

Another highlight is the Roots Yogaclothing line for men and women. It wascreated by Denyse Green, wife of DonGreen, and a long-time yoga practitionerwith 10 years of teaching experience, whooversees the collection. She works closelywith a team of designers who, like herself,are veteran practitioners of yoga.

For yogis of all levels, Roots is openingits first Yoga Studio just upstairs from thestore. Under the direction of Denyse, thenew studio will offer classes in Classical,Hatha, Ashtanga and Vinyassa Yoga aswell as mat Pilates. Twice a week, theRoots Yoga Studio will also offer freeclasses to Roots employees.

On the 33rd anniversary of the company’s founding, Roots inaugurates a new innovativeeco-friendly emporium in Toronto close to the original store on Yonge Street

Moving Forward

Continued on next page


In addition to Roots Yoga,Roots Rosedale carries classicRoots apparel and accessoriessuch as Roots authentic athleticwear for athletes of all levels,and traditional Roots GenuineLeather products, featuringvegetable-tanned leather.Vegetable tanning, which usesnatural vegetable extracts fromchestnuts and Argentineanquebracho trees, gives all ofRoots Genuine Leather bags,accessories and furnituredistinctive characteristics, andis able to transform even theslightest imperfection intosomething beautiful that contin-

Roots Rosedale is de-signed and built in a way

that is both welcoming to peo-ple and friendly to the environ-ment. For example, the follow-ing materials were used in cre-ating this retail space.

All the wood products pur-chased for the store comefrom forests that have beencertified by the Forest Stew-ardship Council that promotesforests that meet a stringentset of social and environmen-tal standards.

Woodstalk fiberboard hasbeen used as the base-build-ing material for the store’sfloor, wall fixtures and cabi-nets. An alternative to mediumdensity fiberboard (MDF) andparticleboard, Woodstalkfiberboard is made from Ca-nadian wheat straw that wouldhave otherwise found its wayinto the waste stream.

All the floors in RootsRosedale and Yoga Studio aremade of solid bamboo thathas received the EcoLogocertification by the Environ-mental Choice Program.Bamboo grows naturally, re-generates much faster thanlumber trees, requires no re-planting and very little fertili-zation or pesticides.

Multibond is a water-basedassembly glue that has beenused to secure the store’sbamboo flooring to the subfloor. Using water-based ad-hesives reduces the amountof volatile organic compoundsand/or hazardous air pollut-ants.

Reclaimed wood hasbeen used in theconstruction of Roots Hometables and accessoriesavailable in the store. Theseare non-virgin, non-forestproducts salvaged from anumber of sources andtherefore removed from thewaste stream. Roots is alsoworking with the Toronto-based Zerofootprintenvironmental organizationto help neutralize thenegative environmentalimpact of the store’selectricity use through aprogram called ZerofootprintElectricity Offsets.

The right stuff

ping environment.Adding to the visual experi-

ence of Roots Rosedale are theeye-catching, framed photo-graphs taken by Senior ArtDirector Ilich Mejia and DianeBald in addition to artwork bycelebrated photographer andoutdoorsman Don Stanfield,exhibited throughout the store.

It all adds up to an exciting,progressive new retail experi-ence in the already impressiveRoots retail network. It wouldbe hard to find a better way forRoots to kick off its 34th yearthan with the opening of RootsRosedale.

ues to become intrinsicallypersonal with time and use.

Roots Rosedale also featuresRoots Home products includingfurniture upholstered withvegetable-tanned leather, tablesbuilt from reclaimed wood, andorganic cotton sheets and towelsas well as linens made frombamboo fibers.

In addition to products forthe home and body, RootsRosedale also has oversizeddressing rooms, ergonomicallydesigned display fixtures, aplanned juice bar, and booksabout health and wellness, all ina welcoming and warm shop-

A winning mix of ingredients from the world of Roots showcased in a progressive, eco-friendly setting

The expanding Roots Yoga line figures prominently at the new store


This weekend, building on thesuccess earlier this summer of theEton FR300 crank radio, Roots will

be introducing the Eton Sound 50 iPoddocking station to select stores in Canada.For the next two months, it will be avail-able only at Roots.

Eton products are known worldwidefor their original features and their part-nership with Grundig. The Sound 50docking station is the latest Eton creationto hit the market. With its sleek-styledspeaker system, it has a built-in iPod dockthat simultaneously recharges the iPodwhile you listen, as well an adapter traythat allows various iPod models to fit theSound 50. The system offers full controlover your iPod with its small remote.

“We are extremely pleased to belaunching our products at Roots,” saysShannon Laurin, Canadian Sales Man-

ager for Eton Electronics in Canada.“Roots has such a significant retail andbrand presence making it ideal for Eton.”

Coordinated at Roots by JararKazmi, Director, Merchandise Purchasingand Flow, and Jennifer Taylor Weeks,Merchandise Planning Manager forLeather and Accessories, the introductionof the Sound 50 at Roots is part of a newinitiative to offer select other brandproducts at Roots. “We’re excited to bringunique, innovative, quality items to theRoots environment,” says Jarar. “Thepopularity of Eton’s crank radio at Rootsin recent months led us to introduce theSound 50 at Roots. It’s not only a qualityproduct but it compliments nicely theiPod phenomenon which continues togrow.” Eton Sound 50 iPod Docking Station: Availablein white and black. Retail price $150

First introduced in early June, the Eton FR300 crankradio has proven highly popular with Roots customers.

Environmentally friendly, it is equipped with a hand-crankpower generator that provides unlimited power for the AM/FMradio, eliminating the need for batteries or electricity. It alsofeatures a host of other accessories including a built-inflashlight, making it ideal for travel, camping, and emergen-cies.

Available in select Roots stores, the crank radio comes insilver, red, black, orange, blue, green, yellow and camouflage.The camo model is sold exclusively at Roots. Retail price: $60

Crank it up

SOUND ADVICEInnovative new product for iPods exclusive to Rootsfor the next two months

Alex Purich, Assistant Manager of theRoots store in Pickering, Ontario and hiswife Christina Purich just announced thatthey are expecting their second child inApril 2007.- Please send us details of any such good newsand we’ll be happy to publish it in The Source(email: [email protected])

Big developments in the lifeof Roots staff

MOMENTS THAT MATTER

THE HOT LISTA fast look at what’s flying off theshelves at Roots stores

1. Men’s Elk Island Polo2. Women’s Printed Thermal Kanga T-shirt3. Women’s Lily Tunic Shirt4. Men’s World crew-neck T-shirt5. Men’s Jakeman Zip Hoody6. Women’s Classic Fleece Zip Hoody7. Women’s Long Sleeves Vintage Canada Tee8. Women’s Natural Graphic Tee9. Women’s Classic Fleece Kanga Hoody10. Girls Flared Sweatpant11. Girls Beaver Short Sleeves T-shirt12. Baby’s Yaz Colour Block T-shirt13. Baby’s Warm Up Hoody14. Baby’s Phys Ed Pant15. Roots Eco-Bag16. Havaiana Flip Flops17. Roots Bottled Water 355 ml18. Crocs Beach Clogs19. Village Pack Tribe Leather Bag20. Village Pack Prince Leather Bag

Based on the latest sales figures from allRoots stores in Canada and the UnitedStates, here are the 20 top-selling products:

1111133333 9999900000T he Source is big on names.

Readers know that we likenothing better than to spotlight peo-

ple at Roots who are doing things. We maynot put their names in bright lights butwe do the next best thing, putting them inboldface type.

Over the past year, we published atotal of 1,309 Roots employee names (in-cluding those mentioned more than once)over the course of 51 issues. That’s anaverage of just over 25 names cited ineach issue. Do something worth mention-ing, and you can be sure we’ll name you.

THE NUMBERS # 1We name names


Roots employees justcan’t seem to doenough for their

communities. In the latestexample, the team at theRoots store in South Keys,Ottawa is organizing acharity basketball tourna-ment to support the Weekendto End Breast Cancer cam-paign. Inspired by PaulRogers, Manager of theWinnipeg outlet (who

organized a similar event),Susan Van Dalen, Manager ofthe South Keys outlet store inOttawa, and her staff will holda three-on-three basketballtournament early next month.

As part of the event,the staff has invited otherRoots stores in the Ottawaarea along with other busi-nesses in the South Keysneighbourhood to participatein the event. The tournamentwill also include special

activities like face painting forchildren organized by recentlypromoted Assistant ManagerJoey Tanga. All participantswill be provided with refresh-ments at a BBQ held by thestaff. Besides this, the SouthKeys team is involved in otherinternal contests and activities.Keyholder Matthiew Brazeauwon a $50 Roots Gift Cardwhen he scored the maximumpoints in the ‘Item of the Week’

contest. Sales AssociateJonathan Gauthier achievedthe highest units per transac-tion (UPTs) and top averagesale per transaction in dollars(ASPTs) for the quarter andtied with Joey for achievingthe highest number of ‘Per-sonal Sales Goals’ for thepast few weeks. The team is also in-volved in revamping thestore’s motivational area witha “Beaver Log” that keepstrack of the daily progress ofthe store’s ‘Goal of theWeek’.

This month, variousemployees marked major

anniversaries of their time atRoots. By ‘major’, we meanbenchmark achievements asin 5, 10, 15, 20, 25, and 30years spent at Roots. Weinvite anyone celebratingsuch an anniversary to sendthe relevant information toThe Source.

Congratulations toSiegmar Pischkitl, ForkliftOperator, Distribution Centre,on completing 15 years atRoots and Nina Rodrigues,Special Orders, LeatherFactory, on completing fiveyears at Roots.

Saluting those whogo the distance

STAYINGPOWER

Celebrities have long made a point of shopping at Roots. Here are the latest sightings of prominentfigures from the world of entertainment and sports who visited Roots stores recently:

· Toronto (100 Bloor Street) - American actress Amanda Bynes (who is starring in the upcoming movieHairspray, and is a former show host on Nickelodeon TV), shopped at the flagship store. ChrisO’Donnell from the show Grey’s Anatomy and star of the movies Batman and Robin and BatmanReturns visited the store with his kids. Ethan Zohn winner of the television series Survivor, Africavisited the store.· Pointe-Claire (Quebec) - Kirk Muller, new Assistant Coach of the Montreal Canadiens and formerNHL player, dropped into the store this week. While he was there, he signed autographs for several fans.· Oakville (Ontario) - Canadian athlete and former Olympic Gold Medalist Donovan Bailey purchasedthe Roots Kids campus hoody and girls Madison sweatpants for his daughter.

Taking attendance of special guests at Roots storesGUESS WHO JUST DROPPED IN…

DOING THE RIGHT THINGThe latest in our series on Roots employees who help others

(Above) Susan Van Dalen,Manager of the South Keys store(Above left) Sales AssociatesJonathan Gauthier, PaulOneid, Courtney Wade andKeyholder Matthiew Brazeau

(From left to right) Chris O’Donnell, Donovan Bailey, Kirk Muller, Amanda Bynes and Ethan Zohn


Today represents a boldstep forward for theRoots outlet stores.

Known as ‘Roots 73’, the 21locations across Canada havebeen a huge success in recentyears, stocked largely withtheir own Roots product linesseparate from the more up-market Roots company stores.

For the first time in thehistory of ‘Roots 73’, a full-colour flyer featuring the newcollection was produced andinserted in major newspaperstoday in Ontario and easternCanada taking the outletoperation to a new level.

Shyrose Kassam, Directorof Merchandising for theoutlet stores, conceived the 4-page brochure to increaseawareness of the ‘Roots 73’stores and merchandise. “The

Here is a list of current job openings at Roots stores along withthe appropriate contact person. For more information, please

refer to the separate email notices sent out recently about eachposition: Store Manager, Pickering, ON (Gold level store). E-mail yourresume to the attention of Heidi Botis at [email protected]:[email protected] Deadline: Saturday, Aug. 26.· All Positions, new ‘Roots 73’ store, Fanshaw, London, ON. Emailyour resume to the attention of Rosemary Eisenhut [email protected] Deadline: Saturday, August 19.· Yoga Instructor, for Roots Yoga Studio at new Roots Rosedalestore in Toronto. Email your resume to the attention of Laura Clark [email protected] Deadline: Wednesday, August 30.· Editorial Intern, for The Source at the Head Office in Toronto. Fullor part-time, unpaid internship working on the Roots weekly newslet-ter. Ideal for someone interested in communication, journalism andpublishing. Good writing skills required. Email your resume toRobert Sarner at [email protected]

OPPORTUNITY KNOCKSOur weekly spotlight on new positions at Roots

Thurs., August 17 - Now magazine had a full-page colour adon the back cover featuring “The Anatomy of a Great Sweat”.Sat., August 19 - The Globe and Mail will run a half-pagevertical black and white ad in the Style section featuring “TheRoots Flats” bag collection including The Village Pack, VillageBag, small and large Venetian Bags, Large and the VenetianVillage Bag.Sat., August 19 - The National Post will run a full-page colourad on the outside back cover of the Toronto section featuring“The Anatomy of a Great Sweat”.Mon., August 21 - A new ad campaign using ‘outdoor transit’kicks off in several cities. It will feature “The Anatomy of aGreat Sweat” ad. In Toronto, the ads will appear in the subway,on streetcars, buses and bus shelters. In Montreal, Calgary,Edmonton and Vancouver, the ads will appear on bus shelters.The campaign will run for five weeks.Sat., August 26 - The National Post will run a full-page colourad on the outside back cover of the Toronto supplementfeaturing current Roots Products.

Le Journal de Montreal, August12. Spotlight on Roots MapleLamp, Leather Buffalo Basket,Leather Nesting Boxes, LeatherPhoto Album Storage Box andLeather Pillow available at theRoots Home store.Now magazine (Toronto), August10. Mentions the new RootsRosedale store and Yoga Studioon Yonge Street nearRoxborough. Also, spotlightsspecial yoga-mat bag created forRoots by local yoga line DearLil’Devas.Lou Lou magazine, August.Spotlight on Roots swimsuitfeatured in the “Toronto Shops”section.

FRESH INKA selection of recentcoverage of Roots inthe media

Dennis Ibarra,appointed StoreManager, EglintonOutlet, Toronto.Ashleigh Meddappointed StoreManager at Roots

Rosedale, Toronto.Urvashi Mehta promoted toSenior Manager, Sourcing, RootsHead Office, Toronto.Joseph Meissner promoted toStore Manager, St. Vital Centre,Winnipeg, MB.Bernadette O’Beid appointedSenior Manager, Windsor Cross-ing, ONAmanda Peroulakis appointedStore Manager, Roots Bayview,Toronto

ON THE MOVENew appointments andpromotions at Roots(in alphabetical order)

Guide to new ads appearing this week and nextSPREADING THE WORD

‘Roots 73’ flyer is a perfectvehicle to let our customers seeour great new product as wellas the fantastic value andsuperb styling that we offer inour outlet stores,” saysShyrose. “This is the first in aseries of flyers that will keepour customers informed aboutour new product and specialpromotional offers.”

The flyer includes a re-demption coupon, offeringcustomers $10 off when theyspend $50 or more, whichprovides a way of tracking howmany people the flyer bringsinto the store.

Styled by Field VisualMerchant Emily Rumble andMerchandise Flow AnalystsChristine Kudzman andCarmen Nunez, with photo-graphs taken by Senior Art

Director Ilich Mejia, theflyer showcases the fall‘Roots 73’clothing andaccessory collectionincluding the newlyintroduced ‘Roots 73’yoga line and ‘Roots 73’leather goods nowavailable.

Since the introductionof ‘Roots 73’merchandise in 2000,sales have grownconsistently every year tothe point where thestores now generate morethan three times therevenue they did sixyears ago.

A FLYER TO GO HIGHERNew print promotion showcases the‘Roots 73’ fall collection


STATIONARY BUT GOING PLACESRoots supports Race For Dignity in fight against AIDS

WELL RECEIVED

GREEN TIP #18The latest in our series ofeasy ways to help theenvironment

T i r eI n f l a t i o n :Tires have ab i g g e rimpact on theenvironmentthan you

might think. Did you know 50to 80 percent of tires areunderinflated? Underinflatedtires waste up to 5 percent of acar’s fuel. How much fuel wouldwe save if we properly inflatedour tires? Up to 2 billion gallonsa year! Provided by Zerofootprint, aninnovative Toronto-basedorganization that helps companiesand organizations reduce theirenvironmental impact. Seewww.zerofootprint. net.

HEALTH TIP # 15The latest in our series ofeasy ways to help youstay healthy

M a x i m i z eyour moodand energywith optimald i g e s t i o n :Two thirds ofo u r

neurotransmitters (the brainchemicals which affect ourmood, concentration, and drive)are made in our intestines as abyproduct of the food we digest.Over 90% of our serotonin (thecalming neurotransmitter) ismade in our gut. The bottom lineis if you want to feel your best,eat the highest quality foods foryour metabolic type slowly, in arelaxed atmosphere and chewthoroughly. Consider takingprobiotic supplements if yourdigestion is poor. These are thehealthy bacteria that inhabit ourgut and help us to properlydigest our food. Provided by Jeff Hirst, aprofessional trainer, co-owner ofTraining Zone, and a formerOlympic diver. Jeff is an acclaimedsports instructor (who was thecaptain of the University of Torontoswim team) and is highlyknowledgeable about health andfitness. He can be reached at

trainingzone @ hotmail.com

The Athena jean targeting the traditionalcustomer comes with a slightly higher rise,flared leg and a dark wash with heavytopstitching detail. The Venus jeans have astraight leg, low rise and a medium wash.They include top-stitching details too. (Aversion of this style in black is expected toarrive in stores in November). TheAphrodite jeans are for the more fashionforward customer with a slim fit, narrowcigarette legs and a dark wash with a lowrise. Made from cotton/spandex, all threestyles are high on comfort and wearability,and suit the tastes of a variety of customersdue to their versatility.

An ideal coordinate to go with these a jeans is the

Stretch Rugby Polo, part of theback-to-school package. Madefrom soft cotton-spandexstretch jersey fabric, the topfeatures a white cotton canvas

collar and placket, whichcomes with a worn-in look, abeaver patch on the chest andembroidery under the backcollar.

Available in varsity stripecolours, the warm honey/portand Torfino/walnut colourcombinations are available atall Roots stores while thePeacoat/grass colour combi-nation is available in selectstores only. Retail price: $56

New women’s jeans right on target with customers

Featured in The Source last week, thenew styles in women’s denims areproving to be a big success with cus-

tomers. Designed by Senior Designer JulesPower, and coordinated by MerchandiseManager Julie O’Neill of the Women’s WearDepartment, the Aphrodite, Athena and VenusJeans that arrived in stores earlier this monthseem to be hitting the mark based on initialfeedback and sales reports.

For example, at two main Roots storesin Toronto - the flagship location on BloorStreet and Roots Central in the Eaton Centre- some of the styles were already almost soldout.

Since last weekend,Roots was activelyinvolved in the 16th

International AIDS Conferencethat wrapped up today inToronto. Besides being asponsor of the event and theofficial outfitter for volunteers

and delegates, Roots donatedproducts to the Race ForDignity bike-athon, organizedin conjunction with the Con-ference by Dignitas Interna-tional. The Toronto-basedDignitas International founda-tion is a humanitarian organi-zation fighting the global AIDSpandemic.

As part of this initiative,Roots supplied some 250 itemsincluding T-shirts, baseballcaps and Eco-Bags for theevent. The items were used asgiveaways for the volunteerswho helped organize a 65-hourstationary bike-athon atDundas Square to raise fundsfor Dignitas’ work. The biketournament was held duringthe first four days of the week-long AIDS conference.

Race for Dignity wasestablished by an HIV positiveCanadian, Scott Simpson,

with the aim of cycling acrossAfrica to raise awareness ofthe life-threatening disease.Simpson, who could notcomplete his bike trip due tobad health, also wanted toraise funds for access to Anti-retroviral (ARV) medicationfor those afflicted with AIDS.

The goal of the currentRace for Dignity campaign isto continue Scott’s race byhaving cyclists complete13,000 km (the distance thedistance across Africa) onstationary bikes

Scott Simpson on his bike

In addition to being a sponsor andofficial outfitter at this week’s AIDSConference in Toronto, Roots alsocontributed to gift bags for a specialgroup of 50 women at the Conference.The delegation was comprised of sexworkers from around the world whowere brought to the event to talk aboutsafe sex and AIDS. Roots gave eachof these women a bottle of the RootsSpirit fragrance and a Roots Yoga tanktop.

Roots in the gift bag

PERFECT WITH JEANS


Some people don’t justwant to be the first wearing a certain

style, they also want to be the only oneswith a certain look. They want exclu-sivity.

Targeting such customers, Mens-wear Designer Dylan Anderson hasintroduced the limited editionmen’s Winged Hoody. Only 300pieces were made in this style toensure its special exclusivestatus.

“Limited edition product is away of offering our customers achance to buy a unique gar-ment,” says Dylan, who de-signed the hoody along withGraphic Artist Tracy Klem.

A guide to just-launched Roots productsNEW & NOTEWORTHY

LIMITED EDITION

Designed by Senior Designerfor Babies, Elsa DeSouza, theLakeland Sherpa Hoody isderived from the concept ofcocooning through fabrics.

Madefrom 75%cotton and25%polyesterfleece withSherpa, theunisexhoodycomes in aNordic Fleece Shellwith Sherpa liningfor warmth andcomfort and includesa Split Hood.

Coordinated byMarisa Battaglia,Merchandise Man-ager, Babies andKids, the Hoody isset to hit stores in Canada andthe US next week followed byadditional colours arriving inSeptember. Available in sizesS-5T for babies. Retail price:$39.95

The upcoming cooler monthswill be a lot friendlier to kidswearing the new sturdy andflexible Roots Wheaton Boots.Coordinated by Associate

Designer,SarahSkinner, andMerchandiseManagerMarisaBattagliafrom theBaby’sDepartment,

the boots are setto arrive in storesin Canada nextweek.

Made from100% Polymicrofiber withrubber soles for agood grip, theboots come with

additional details like easy,child-friendly, Velcro closurefor comfort and classic Rootsembroidery.

Available in sizes 4-8 forbabies. Retail price: $19.95

The Roots Universal Premium Leather Pouch is made fromgood quality pure leather with a simple, classic design that

fits a variety of phones. Other details include a security flap anda leather-covered swivel belt.

Arriving in stores this weekend, the pouch will be available inselect Roots locations in Canada and the US. Retail price: $30

Inspired by the association betweenRoots and the great outdoors, the stylecomes with details like a three-piecehood, two-way zippers and a multi-layered winged screen-print. It alsoincludes a contrast two-patch featurestitched on the inside back allowingthe stitch-pattern to be viewedfrom outside.

Available in black, theWinged Hoody is made inCanada for select Roots Cana-dian stores. All the 300 piecescome with numbered hangtags.Sizes: XS-XXL. Retail price:$98

The Roots Universal Premium Leather Pouch is made fromgood quality pure leather with a simple, classic design that

fits a variety of phones. Other details include a security flap anda leather-covered swivel belt.

Arriving in stores this weekend, the pouch will be availablein select Roots locations in Canada and the US. Retail price: $30

ROOTS EQUIPMENT

MP3 Player case (above);Leather Mobile Pouch (on theright)

Winged Hoody for men

For men who are looking for exclusivity

FOR BABIESMaking it easier to integrate your accessoriesDifferent ways to make the fall friendlier

10Issue 52 - August 18, 2006

On August 15, in the latest addition to its already impressive retail network, Roots opened a new concept store in Torontoat 1073 Yonge Street. Known as Roots Rosedale due to its location, it is the city’s first environmentally friendly combinedfashion and home design store and yoga studio. See cover story on Page 3.

Roots Rosedale opens for business

August 18, 2006

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Transcript of August 18, 2006