April / May 2011 by Roots Canada

Issue 100

The Source • 1

I N S I D E ISSUE100 DATELINE TAIPEI Alex Budman reflects on her visit to Taiwan ALL DRESSED FOR ROMANCE Ken and Barbie reunite with style A CONSUMING PASSION Doctor amasses major collection of vintage Roots THE MEDIUM AND THE MESSAGE Roots digital leaders are keynote speakers at social media conference IN A STARRING ROLE Toronto and Roots come together for Kardinal Offishall’s new music video RRROLLING UP THE RIM WITH RRROOTS Two great brands combine in joint effort for Canadian soldiers in Afghanistan Departments FINE PRINT GREAT MOMENTS IN RETAIL NEW & NOTEWORTHY STAYING POWER GREEN TIP HEALTH TIP ON THE MOVE SPEAK TO MY AGENT

Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant CAROLINE IWANOWSKI Intern EMILY TARABORRELLI

The Source is published by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source, Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to thesource@roots.com Letters may be edited for length and clarity. Each issue of The Source is also available, as a blog on the Roots website at www.thesource.roots.com

2 • The Source

SPECIAL DELIVERY A selection of recent letters from the world of Roots FASHION FOR FUNDS On behalf of the children of Zareinu Educational Centre, we want to thank Roots for its commitment to our annual fashion show. Due to the generous support of people and organizations like yours, the event was a tremendous success. It helps bring recognition to the challenges faced by families and children with special needs. Today, as many as 20% of all school children have some kind of special need which requires and deserves our dedicated support. You would be proud to know that your contribution helped fulfill this need. Zareinu believes in each child having the opportunity to reach his or her full potential. Because of the help of Roots, a child unable to speak may say his or her first word and a child unable to walk may take his or her first step. On behalf of all of us at Zareinu, we thank Roots for helping us turn dreams into milestones. S. Markin, R. Rosenzweig Zareinu Educational Centre, Toronto SOUNDS OF SUPPORT I’m writing to thank Roots for the generous donation to our

“Sounds of the Season” silent auction. This is part of CBC Toronto’s annual charity drive to benefit local food banks in the city. The fantastic Roots bag you provided helped make this year’s silent auction a great success. In total, we raised almost $14,000 and provided direct support to local food banks to help end hunger in the Toronto area. With support from your organization, other local businesses and the ongoing donations of CBC audiences, we are well on our way to meeting our overall goal. Over the years, the annual “Sounds of the Season” initiative has collected more than $240,000 and 8,000 pounds of food. From all of us at CBC Toronto, thank you again for helping to make a meaningful difference in our city. Maylene Chavez CBC Toronto Communications BLISS WELL DEFINED You’re tired after a weekend of working, exercising, tutoring kids, being dragged by your dog, cleaning every possible corner of your house, riding horses, feeding your kids and, of course, doing some last-minute shopping for whatever that thing is you’re

going to tomorrow night. You did it all in those random tight pants that it takes two hours to get your feet through. You finally come home and have a moment to yourself. What to do? Maybe clean some more? No! You stop, drop everything and go change into your Roots Original Sweatpants. Welcome to heaven. A rush of tingling feelings spreads through your body. Your muscles feel pleasant and you wish you could wear them everywhere. They’re like a comfortable home for your legs – a home for the needy. Your legs need something as roomy, soft and pleasurable as the Roots Original Sweatpants. They’re available in so many colours and can fit anyone. The price is great and totally worth it. Overall, the pants are excellent. Aga Gontarz Toronto

EXPRESS YOURSELF Please send your letters to thesource@roots.com. Letters may be edited for length and clarity. At the same time, we invite you to send us your most creative photos or illustrations for publication in The Source. Please send your submissions to photogallery@roots.com Issue 100

TELLING THE STORY On the publication of Issue 100, The Source celebrates the focus of its attention: the ongoing and captivating saga of Roots. By ROBERT SARNER

oots is nothing if not a great story. From the way it began and evolved to the way it continues to develop in its 38th year with the same two inspired co-founders at the helm, it’s an engaging tale. One that’s continuously being enriched by new achievements, new initiatives and fresh thinking. As the company’s chief storyteller, The Source has never lacked for interesting material to fill its pages. It serves as a window into the multidimensional world of Roots, providing a behind-the-scenes look at what makes it such an exalted brand and much more. Since its launch in 2005, The Source has published 100 issues. All told, that represents several thousand articles and items of all lengths, covering a wide range of subjects. Each is a story unto itself but together they form a collective portrait of Roots. Each, to a varying degree, is part of the great overarching Roots narrative. True to its editorial mandate, The Source has explored and reported on virtually all aspects of the company. It has also highlighted countless employees, both for their accomplishments at work and their volunteer efforts and community projects on their own time. Its pages reflect the creative spirit, positive energy and teamwork that drive Roots forward. Ultimately, the content of The Source is a testament to a company that’s all about so much more than just the bottom line. The existence of such a magazine is a tribute to the forward thinking and creativity of Roots and the importance it places on communication. As the company’s journal of record, The Source provides a chronicle of the goings-on at Roots. Looking back over the 100 issues published so far, it’s hard not to marvel at the full magnitude of what actually transpires at Roots in the course of an average month. To get a better sense of this, look at the following chronological listing. It represents only a small selection of all the articles that have appeared in The Source since its first issue. If nothing else, it shows there’s rarely a dull moment at Roots.

Issue 100

• MAKING POVERTY HISTORY: Roots supports important new national campaign • FILLING THE AIR WITH GOOD VIBES: Roots Radio adds new dimension for customers and staff • ALGONQUIN PARK IN FOCUS: New campaign features Canadian Olympic kayakers at Bonita Lodge • ON THE MAP: How countries were chosen for Int’l Collection • AS THE STARS SHINE: Hollywood and Roots come together at Toronto Film Festival • MOVEMENT AT CENTREVILLE: ‘Live Window’ initiative at Montreal store draws crowds • WHAT’S YOUR TYPE? Roots hosts Canadian Blood Services event in Toronto store • ROCKING THE HOUSE: Roots figures prominently in big-name concert tours • IT’S IN THE BAG: Style pundits and trend analysts say handbag popularity to further intensify • OH YES OHNO: Olympic star Apolo Ohno joins Roots team • SAFE AND SOUND: Senior Roots staffer survives massive quake in Pakistan • THE BAG THAT GETS AROUND: You never know where Emily will show up next • RIGHT ON TARGET: US chain awards Olympic contract to Roots • SOUNDS LIKE ROOTS: New

series of Roots-produced CDs • FROM PERU WITH LOVE: Great new line made in South America • SAYING IT RIGHT: Don and Michael win national award for their PR/communication prowess • US OLYMPIC LOOK UNVEILED: Millions watch US athletes debut new Roots Olympic outfits on NBC • THE VIBE ON TRIBE: New leather attracts lots of attention • IN PRAISE OF FINE DESIGN: Roots only Canadian company on Graphex Awards committee • HOCKEY WITH STYLE: Maple Leaf apparel helps launch new Roots NHL collection • HOLIDAY SPIRIT AT ITS BEST: Stores take initiative to support local communities and beyond • CELEBRATING A MAN AND A MILESTONE: Ed Cox honoured on his 30th anniversary at Roots • SMALL CARD, BIG IMPACT: Demand for gift cards intensifies as holiday nears • STORE MANAGERS COME UP BIG: Roots offers Caribbean holidays to winning members of retail team • FOCUS ON WOMEN’S HEALTH: Book launch at flagship store kicks off month of wellness-related initiatives • SUPPORTING A GOOD CAUSE: Roots gets behind fundraiser for Waterkeeper Alliance The Source • 3

• COOL RUNNINGS… THE SEQUEL: Roots outfits Jamaican bobsled team at Torino Olympics • A HEARTFELT FEBRUARY: Roots supports the Heart and Stroke Foundation • ROOTS DESIGNS ACCLAIMED IN TORINO: Team USA parade apparel earns rave reviews and global exposure at Oympics • IN TUNE AT THE GRAMMYS: Roots products a hit with big names at music awards event • OVER THE MOON FOR MUNA: Cashier receives surprise marriage proposal at Bloor St. store • FAST ON THEIR FEET: Event at Montreal store honours Canadian Olympic speedskaters • LOOK WHO JUST DROPPED IN: Former Beatle and his wife visit Roots store • BLADES OF GLORY: Roots products in new Will Ferrell film • SHOWING WHAT SHE’S MADE OF: Vancouver employee comes to the rescue of man in train station • GOOD SPORTS: Roots-sponsored athletes finalists for Canadian Sports Awards • BEHIND THE VINTAGE LOOK: Hangtags help explain new pigment-dyed products • HITTING THE RIGHT NOTES: Roots supports Junos and Canadian music scene • ON THE COAST: Roots designers go west for inspiration • QUALITY TIME FOR SPRING: Roots launches attractive new watch designs • KNOW THY LEATHER: New manual on Roots leather goods gets rave reviews • THINK RETHINK: Roots helps in battle against breast cancer • KEEPING IT CENTRAL: Eaton Centre store goes eco-friendlier • HIGH ON HEMP: New products feature use of innovative, ecofriendly material • CELEBRATING SURVIVORS: Roots donates to Canadian Cancer Society’s Relay For Life • IN THE CARDS: New gift cards celebrate provinces of Canada • ROCKING WITH MAMA: Roots supports musical event in Toronto • THE MAKING OF ROOTS: Helping retail staff field customer queries about manufacturing • HAT TRICK: Three generations 4 • The Source

of Gretzkys pose for Roots • ROOTS HAS A BRAND NEW BAG… Eco-friendly, re-usable shopping bag reduces waste • WE’VE GOT GAME: Roots launches soccer-themed collection in connection with World Cup • GETTING IT RIGHT: Roots participates in conference on responsible outsourcing • REAL MEN WEAR SHORTS: Great summer wear in stores now • DINNER IS SERVED: As part of its support of the arts, Roots hosts evening for Art Gallery of Ontario • ROOTS IRRESISTABLE TO COMPETITOR: Lululemon features “Roots Camp” in its store windows • TEAM ROOTS FOR A GOOD CAUSE: Members of accounting department bowl against hunger • SENSATION OF STYLE: Roots showcases upcoming collections at Montreal fashion fest • CAMP TAMAKWA’S ROOTS: Bringing style to a wilderness paradise • MAKING IT COUNT: Roots shows its stuff with Pride Week in Toronto • FOR KIDS IN NEED: Roots supports event for Right to Play • TEAM BARBADOS WINS FOR STYLE: Caribbean nation partners with Roots • THE DEVIL WEARS PRADA: But producers of hit movie order Roots for actors and crew • A HOLIDAY WITH MEANING: Account Manager volunteers at charity camp for children • QUICK-CHANGE ARTIST FOILED: Alert staff in Toronto store prevent con man from stealing • PACES IN THE RIGHT DIRECTION: Roots sponsors Super Walk to help in fight against Parkinson’s • MAKE WAY FOR MONIKA: East Coast lady goes west on special assignment • AIDING THE AIDS FIGHT: Roots a sponsor of major international conference in Toronto • THE RIGHT SPIRIT: Eyecatching images help launch new men’s fragrance • GOOD SOUNDS IN THE PEG: Great music and Roots go together well in Manitoba • BRINGING OUT THE BEST IN REGGAE: New Roots CD pays

tribute to Jamaican music • NOTHING LIKE A GREAT SWEAT: New initiative showcases most advanced Roots fleece collection ever • TORONTO NEW YORK LINK STRENGTHENS: NBC asks Roots to make a collection for its hit TV show The Office • LIKE A HURRICANE: Employee pounds the skins for her band • STATIONARY BUT GOING PLACES: Roots supports Race For Dignity in fight against AIDS • STAR POWER: Flagship store hosts major retrospective by photographer George Pimentel • MEETING THE DEMAND: To keep up with sales of The Flats, factory is shows its real colours • HITTING THE RIGHT NOTE: Roots seals Banff Bag deal with rock band Steely Dan • THE PEOPLE BEHIND ROOTS: Skilled craftsmen like Elizabeth Mawyin make Roots bags so good • THAT’S ENTERTAINMENT: Madonna and The Who place custom orders for current tours • IN SEARCH OF CANADA THROUGH WORDS: Noah Richler and his new book come to Roots • LOBBY GOES ONE LEVEL HIGHER: Roots helps create fresh look for Toronto hot spot • GOOD INSIGHT: Dalai Lama connects with Roots during visit to Canada • MOVEMENT IN THE RIGHT SPACE: Denyse Green takes Roots Yoga to new heights • TRIUMPH OF FINE DESIGN: Roots wins two interior design awards for its Head Office • HATS OFF FOR NEW HEADWEAR: Leading cap maker creates exclusive line for Roots • FOR A GOOD CAUSE: Staff plays basketball to raise funds to fight breast cancer • AMERICAN TEAM FAVOURS CANADIAN STYLE: Roots dresses Team USA at the Universiade • IN GOOD COMPANY: Roots CoFounders are honourary chairs for Design Exchange fundraising gala • IN THE SPOTLIGHT: Toronto Life celebrates Roots as one of Canada’s best fashion brands • ADDING A VEGGIE LINK: Special process adds beauty and

makes bags eco-friendlier • PAYING FOR GLOBAL WARMING: Roots supports efforts to save polar bears • WEST MEETS EAST: Major new Roots expansion in Asia • ON ASSIGNMENT: Quality and Compliance Manager takes to the road to ensure vendors adhere to Roots Code of Conduct • MAKING THE SCENE: Why Roots is the venue of choice for so many special events • GOOD BOOKS, GOOD LOOKS: Roots outfits staff at Canada’s largest bookstore chain, Indigo • NIGHT MOVES: Visual Team goes the extra mile after hours • SHIPPING MADE ECO-FRIENDLIER: Roots funds reforestation through new project linked with website purchases • MARIO’S THE MAN: Toronto employee uses music to teach kids valuable life lessons • MAKING TEAM CANADA SHINE: Roots outfits team at Deaflympics • THE PUCK STOPS HERE: Roots hosts hockey event to benefit Riverkeeper eco-org • STANDING TALL: Roots Lodge store celebrates 20th anniversary • GOING THE HEALTHY WAY: Moncton team finds innovative ways to stay fit while they work • BATTLE OF THE BRANDS #1: Facts and features favour Roots when measured against Coach • COLOUR IT GREEN: Roots supports seminar by noted environmental activist • HITTING THE RIGHT NOTES: Store manager’s rock band reaches new heights in Winnipeg • BATTLE OF THE BRANDS #2: Facts and features favour Roots when measured against A & F • A STAR IN THE MAKING? Store associate to represent Canada at World Performance Championship • LIMITED EDITION TO A ‘T’: Roots contributes to evening in honour of acclaimed Inuit artist • MAKING A DIFFERENCE: Roots launches Send a Kid to Camp campaign • IN GREEN WE TRUST: Roots takes part in show on ecoresponsible living • LIGHTS, CAMERA, ACTION: Leather bag makes appearance in Issue 100

Issue 100

The Source • 5

Henry and Karl Kowalewski, heart and soul of Roots factory

new Adam Sandler movie • GOING FOR GOLD: Roots official outfitter of Bermuda at the island games • PREFECT FOR PORTAGING: Roots launches its latest camp gear as summer approaches • URBAN GREEN: For second straight year, Roots backs Toronto environmental awards • ROOTS GOES UP NORTH: The Canada Collection shines under the big sky in Algonquin Park • RAISING A GLASS: Dan Aykroyd holds press event at Roots for his eco-friendly winery • BARBADOS IN ROOTS AT PANAM GAMES: Country goes north to get right outfitter for team • RAISING THEIR VOICE IN STYLE: Community choir shows Canadian spirit with Roots • HEIDI KLUM HAS GOOD TASTE: Supermodel takes her favourite Flat Bag shopping • BEYOND THE NAME: Roots selected as one of Canada’s top iconic brands in major new study • STRENGTH ON THE ICE AND OFF: Store employee captures triple gold in figure skating • L.A. GALAXY PAYS A VISIT: Beckham-led team drops in to flagship store in Toronto • EXTREME MAKEOVER, DISNEY EDITION: New version of film joins Roots at Canada pavilion at Epcot Centre • ACROSS THE UNIVERSE: Roots.com shipping goes global • WILD KINGDOM OF ROOTS: Aspen store gets surprise visitors • IN THE BAG: Roots adds to Genesis reunion tour • INDIANA JONES AND THE TRIBE COLLEGIATE BAG: Famous director gives out leather gifts on set of new movie • ROOTS ACROSS CHINA: Official inauguration of flagship store in Beijing • CONGRATS TO THE ROOTS CLASS OF 2007: Scholarship 6 • The Source

program helps students reach for the top • HELPING THE HUNGRY: Roots staff organizes holiday food drive • GREAT SOUNDS: Roots supports children’s band in their travels to Australia • GETTING GREEN WITH CHINA: Roots takes part in multi-national environmental forum • ON AND OFF THE SLOPES: Roots stores in ski resort towns enjoy a banner season • PARTY FUNDS LOCAL SHELTER: Staff makes gift bags for women in need in Niagara Falls • WILL FERRELL AT ROOTS: Flagship store serves as HQ for film star during Toronto media blitz • MAKING THE CONNECTION: Roots adds to reunion of father and son after 25 years apart • IN A SUPPORTING ROLE: Alberta keyholder vies for lead part in new Mirvish musical • SUMMER OF LOVE: New collection inspired by the ‘60s

Roots supports eco-campaign to protect polar bears

• BEHIND THE BRAND: CBC’s The Hour goes one-on-one with Roots co-founder • YOU OUGHTA BE IN MOVIES: Roots featured on website about jackets with cinematic appeal • ON LOCATION: Catherine ZetaJones wears Roots on New York City set of latest movie • IN BRANDS WE TRUST: Roots hosts launch of new book on Canada’s top brands • ILLUMINATING TRUE TALENT: Toronto’s Luminato arts festival

gets helping hand from Roots • BRAIN STORM: Roots outfits Toronto Idea City conference • GOING ECO-RESPONSIBLE: Roots speaks about its green side at national retail conference • MAKING TRACKS IN THE RIGHT DIRECTION: Roots sponsors first-ever airport fun run for hospital foundation • JENNIFER GARNER WEARS ROOTS: Golden Globe-winning actress covers up in style • A MODEL OF A CAUSE: Christie Brinkley joins the fight against global warming with Roots bracelet • FOR THE KIDS: Flagship store hosts launch of Roots-MasterCard campaign for Big Brothers Big Sisters of Canada • AN EVENING TO REMEMBER: Leading figures join Roots to raise funds for Jane Goodall environmental education program • A DREAM COME TRUE: Store manager meets his idol when the Great One drops in • CAUGHT IN THE ACT: Two employees in Ottawa store help in arrest of PIN pad thieves • ROOTS TO THE RESCUE: How a Roots camera bag saved Heather Rivet’s life • A RIGHTEOUS LEAP: Niagara Falls store manager jumps from plane to raise funds for charity • WHEN YOU JUST CAN’T GET ENOUGH: Cynthia Wong runs out of space in her Vancouver home after purchasing 25 Roots bags • WHAT’S IN A NAME: Two Roots bags, the Lauren and Charlotte, have added appeal for Susan McClelland whose two young daughters have the same names • KNOCK, KNOCK: Michael Budman receives pre-birthday surprise at his doorstep from hockey legend Bobby Orr • TIME FOR A CLEANUP: Roots supports staff in national effort to remove litter from waterways • FROM DISTANT SHORES: South African retailers and wholesalers visit Roots in Toronto • THE CALL OF HOCKEY: Former NHL stars compete against Team Roots for a good cause • YOUR OPINION, PLEASE: Roots website introduces new dialogue feature with customers • THE RIGHT TOUCH: Bethany Peckham brings a special approach to customer service • VILLAGE BAG ON THE SILVER SCREEN: Man-purse has leading role in hit movie The Hangover

• ADVENTURES IN TV LAND: Roots the focus of feature interview on Fox Television • BOTHERED BY YOUR GREEN CONSCIENCE? Flagship store hosts book launch for author/ artist Franke James • BRING OUT THE WELCOME WAGON: King of the Hill goes Canadian, sort of… • CURTAIN CALL: Roots plays prominent role in summer stage production out west • THE HARDER THEY COME: …The better they look in a special collection for new musical • WHAT MAKES CANADA PRICELESS? Roots asks Canadians to describe country in creative new contest • QUALITY TALK: Roots hosts “Lunchtime Conversation” series as part of Luminato Arts Festival • ROOTS ENTERTAINS: Comedian Russell Peters and Il Divo quartet place custom orders for their tours Customer Cynthia Wong has 25 Roots bags and her collection is still growing

• TRIO WITH BRIO: Roots teams up with two other companies for great shopping opportunity • STRAIGHT FROM THE HORSE’S MOUTH: No need to saddle up to appreciate new Roots Equestrian collection • POP BOTTLES ENJOY NEW LIFE: Eco-friendly backpacks made from an unlikely source • GHANAIANS GET CREATIVE: Roots supports student filmmaking program in Africa

Michael Budman, hockey legend Bobby Orr and Don Green Issue 100

• A BRANDTASTIC COMBO: Roots partners with Moosehead to create special gift set for holidays • JOINING FORCES: Roots launches Canada Collection with MasterCard and Right To Play to benefit disadvantaged youth • THE POWER OF GIVING: Roots leather bag brings joy to recipient after heart surgery • TRUE NORTH: Yukon team wears Roots at Arctic Winter Games

Collection by Douglas Coupland: Bold new dimension for Roots

• STEPPING UP FOR HAITI: Roots supports nation devastated by massive earthquake • WALKING TALL: Calgary employee takes part in Olympic Torch relay • A WINNING COMBO: Canadian Olympic Gold Medalists and World Champions Tessa Virtue and Scott Moir join Team Roots • PURSE PASSIONATE: No end in sight to store employee’s addiction to Roots bags • ROOTS AND CANADA GO ELECTRIC: Collaboration with Douglas Coupland marks bold new dimension to work of Roots and acclaimed visual artist/writer • THE ARTFUL TOUCH: Flagship store hosts exhibition by Charles Pachter • WELCOMING BACK A FRIEND: Roots celebrates with Conan O’Brien during his Toronto visit as part of his current tour • A SIGN OF GRATITUDE: Red Cross delegation comes to Head Office to say “thanks” for support • THE BEAVER IN HIGH PLACES: Roots makes its presence felt among world leaders at G8 and G20 summits • RAPPING WITH ROOTS: Drake knows what he likes • TRES CHIC, N’EST-CE PAS? Issue 100

Susan McClelland’s two daughters share names with two Roots bags, the Lauren and Charlotte

Major Paris store sells Roots Douglas Coupland Collection • TAKING TO THE STREETS: Employees pull all-nighter to raise money for cancer research • THE LEATHER MAN’S PASSION: Andy McCurbin shares his love and knowledge of Roots products with customers and staff • THE PAST COMES ALIVE: Firstever archivist brings order to Roots history • FLIGHT FOR A CAUSE: Roots employee takes to the skies as volunteer pilot to help others • PARLEZ-VOUS SOCIAL MEDIA? Roots broadens its connections with vital community • TAKING TAIWAN BY STORM: As Roots celebrate its 15th anniversary in Taiwan, Matt Meng has reason to savour his team’s incredible success story • ALL ABOARD: Roots takes to the high seas by participating in Montreal’s Tall Ships on the Quay • A SENSE OF PLACE: Roots featured as prime example of a Toronto-based success story • SOMETHING NEWSWORTHY: CBC report shows how it takes a village to raise a Roots bag made and purchased in Canada

But there’s more to The Source than just these kinds of articles. Completing the editorial package are the following

Sophie Green models Right To Play Collection by Roots

columns and features that appear in every issue: • NEW & NOTEWORTHY: A guide to the latest Roots products • GUESS WHO JUST DROPPED IN: Special guests at Roots • GREAT MOMENTS IN RETAIL: Spotlighting the top performing Roots stores in recent months • DÉJÀ VU: From the archives, a vintage Roots moment • STAYING POWER: Saluting employees who go the distance • STARTING LINEUP: Introducing the people at Roots stores • SPEAK TO MY AGENT: The littlest customers show their Roots • SPECIAL DELIVERY: Letters from customers and others • GREEN/HEALTH TIPS: Easy ways to help the environment and stay healthy • MUSICAL ROOTS: Spotlighting great sounds on Roots Radio

Such is The Source’s editorial recipe. It all adds up to a great story, the ongoing saga of Roots that only gets more

Man-purse has leading role in hit movie The Hangover

interesting with each new day. Before signing off, I’d like to thank a number of people without whom it would have been impossible to produce The Source issue after issue. Over the years, I’ve been fortunate to work with several highly dedicated and talented individuals, some of whom have since moved on to different roles at Roots. First, I want to express my deep appreciation to Caroline Iwanowski, my devoted assistant, who’s played a vital role in the development of The Source since early 2009. Likewise, I am grateful to Paulomi Patel, who during 2006-07, was my assistant and worked tirelessly on numerous issues, helping me

transform The Source into more of a magazine than a newsletter. Today, she’s a valuable member of our retail operations team, sitting only about 10 feet from my office. Also deserving of thanks is Carly Anderson, who was a member of our team in 2007-08, and Davin Bujalski, our music columnist since 2006. Over the years, student interns in the Communication and Public Affairs Department have been actively involved in The Source, helping with research, writing, editing, proofreading and other related duties. They are too numerous to cite here by name but I remember each of them with gratitude for what they contributed to this publication. Many Roots employees have given us their feedback about The Source. Their comments and cooperation, including excellent suggestions for articles, have proven invaluable to the development of the magazine. Last, but of course not least, I would like to thank Michael and Don for believing in this project when I first proposed it to them back in 2005. No less important is their continued support ever since. Ultimately, The Source would not exist if not for them, especially if they had not created Roots and nurtured it over the past 38 years. I also thank them for not simply developing Roots, already a major achievement in itself, but for making it such a compelling and relevant place to work at – and report on in the pages of The Source. May Roots always remain interesting, successful and true to the values and standards that have shaped it until now. – R.S.

US cartoon show King of the Hill’s new character wears “Proots” The Source • 7

DATELINE TAIPEI Alex Budman reflects on her recent visit to Taiwan where Roots figures so prominently

icture the scene: Bustling streets with more state-ofthe-art department stores than you could ever imagine. Above the stores are restaurants stacked on top of each other, as diverse in cuisine as the United Nations. Above the restaurants lie more shops. Small elevators take you to a well-hidden technology shop or shmata store of your dreams. On the same shopping outing, you can find the latest designs from Dior and Chanel and a device to scratch your nose, something you never knew you needed until it’s presented right in front of you. To me, this is Taipei, the dynamic capital of Taiwan, home to an incredibly friendly, welcoming people. From what I saw during my recent visit, the Taiwanese seem to be living large. I was astonished by how much money people in Taipei spend, eating most meals out and constantly shopping or browsing at the city’s trillions of stores. People appear to be always spending. But it’s not only local residents. Japanese and Chinese tourists often come to Taipei to shop, attracted by the lower taxes than in their countries. With such a vast array of stores and products to choose from, it was fascinating to see how Roots dominates the market. Currently, Roots has 39 stores in Taiwan, with five more opening this year. Most are in department stores or shopping complexes and a few are freestanding stores. They all look identical to the ones back home. When you walk into a Roots store in Taiwan, you get a refreshing taste of Canada. The beautiful wood detailing, the calming music and the smiles of the staff are exactly like Roots stores in Toronto. In some locations, even the same “Roots Bloor General Store” signs from this year’s Christmas window were displayed. At first, it was rather disorienting, as was the sight of stacks of ‘Canada’ sweatshirts like back in Toronto. Of course, I was excited by this but wondered what makes all these people love Canada so much. 8 • The Source

Alex Budman in Taiwan

Locals sport the latest Roots

Bustling, colourful streets of downtown Taipei, capital of Taiwan

After only one night in Taipei, I was no longer shocked every time I saw a Roots sweatshirt. You can barely walk two minutes without seeing another one. The sweatshirts with “Whistler” were particularly popular. The Taiwanese love the idea of the freedom and openness of Canada and its healthy, active outdoors lifestyle – quite juxtaposed to Taipei’s busy urban lifestyle and intense shopping culture. Wearing ‘Canada’ or ‘Vancouver’ on your sweatshirt is clearly cool in Taiwan. It’s perceived as worldly while evoking a healthy lifestyle. Adding to the appeal of Roots, which has now been in Taiwan for 15 years, is its status as a proven, trusted brand, standing for reliability and quality. Many Taiwanese shoppers are socially conscious and progressive. One day when I was in an organic food shop (Mr.

Greens), someone asked me about where Roots clothes are made, the sourcing of materials and also why there isn’t a bigger yoga selection. I saw Roots literally everywhere I went. People in Taiwan wear Roots for all occasions. I found it particularly impressive when I saw a fortuneteller at a Sunday morning market wearing a green ‘Maple Leafs’ sweater (which had arrived in stores only a few weeks earlier). Without exaggeration, Roots is the most recognizable and prominent brand one sees in Taipei. Even more amazing for me during my visit was meeting the Roots Taiwan team. They immediately made me feel right at home. The eight managers, headed by Matt Meng, were some of the kindest people I’ve met in a long time. As a group, they showed great strength and unity. They all got along so well,

and it was evident that they all believe in the brand and really enjoy working for Roots. They exuded so much excitement and positivity when talking about the future of the company, and voiced great pride in the Roots “Taiwan 100 year” collection slated for the summer. This is indeed an historic year for Taiwan, which makes up the vast majority of what is known as the Republic of China (ROC). Unlike the People’s Republic of China, the much larger communist country known simply as China, Taiwan is governed by a multi-party democracy. This year, Taiwan’s 23 million people will be celebrating their country’s 100th anniversary. Taiwan is a fascinating place and the Roots team there planned an incredible week showing me all around the country. Particularly memorable was the day we drove about two hours to the middle of Taiwan to visit an old village. Moments after arriving, as I stepped out of the car, I was greeted by a passerby wearing a Roots sweatshirt (you just can’t escape it). We had a beautiful lunch together, walked around and shopped (of course). To see the group interact so nicely, showing such a great sense of camaraderie while at the same time including me, was awesome. I am so thankful for having had the opportunity to visit Taiwan and meeting these remarkable people. The Roots Canada team should be so proud of the accomplishments of Roots Taiwan over the past 15 years. These wonderful men and women have helped build a solid, reliable brand with such formidable success. Overall, the trip was an amazing experience. I miss my friends in Taiwan so much. They brought hospitality to a whole new level, showing me the greatest time in Taipei. It is nice to know that even when you’re oceans away from home, you can still find the nicest reminders of Canada (through Roots sweatshirts) all over Taiwan. Issue 100

FOR KIDS IN NEED

Roots supports efforts by Toronto volunteer in Tanzanian project

n late winter, after an extended visit to Africa, teacher and artist Gill Cameron returned to Toronto with a fuller heart. Spending two months with hard-luck children in Tanzania made her even more determined to pursue her passion to help others less fortunate than her. Gill currently works as a teacher for adults with disabilities. Wanting to get involved with children facing similar challenges, she researched volunteer agencies that could benefit from her experience and eventually discovered the Peace Matunda project. Founded in 2000 by a local community leader in Tanzania, Peace Matunda has two main functions: it manages an elementary school for 130 children and runs a permanent residential program for orphans. Located in a safe, rural area about an hour

A resident at newly constructed children’s home

from the base of Mount Kilimanjaro, the region’s scenic beauty was a bonus for Gill, whose appreciation for nature is evident in her landscape paintings. In recent years, demand for services and facilities have far exceeded local resources, creating a pressing need to expand Peace Girls at Tanzanian orphanage give big smiles for their new Roots sweats Matunda’s infrastructure and programs. Last fall, ahead of her had a huge impact on me,” says she remained to pursue her trip to Tanzania, Gill and her Gill. “I realized how happy these volunteer work. She devoted husband Bruce Harbinson people generally are despite much of her time to working organized a special evening in having so little. They have a one-on-one with a young girl Toronto to raise funds for the great sense of self-worth. I with learning disabilities. Given current expansion project; to her professional experience, Gill would love to go back there and help with teachers salaries; to visit the orphanage again. The was able to address the girl’s extend much needed health care kids and the adults working with condition and create a customservices for the school and them are very special people.” ized curriculum for her. residential children; and to Peace Matunda’s services are In support of Peace Matunda create educational scholarships possible due, in large part, to and Gill’s efforts, Roots donated for the children. international volunteers, (includclothing for the permanent In December, Gill and Bruce, residential boys and girls. As the ing many from Canada), and the along with their two daughters, local teachers who accept orphanage is located higher up traveled to Tanzania to assist working for extremely modest on a mountain, the weather is with the completion of the new often quite cool. The warm, cozy wages. Based on her positive children’s home that houses 45 experience, Gill strongly recomsweatpants and hoodies scored children and take part in opening big smiles from the kids and mends Peace Matunda as a great ceremonies. Construction was became the official ‘uniform’ for place for Canadians interested in also underway for three new doing volunteer work overseas. the dance routine performed at classrooms that will support To learn more, contact Gill at the opening celebrations for the grades 5, 6 and 7. gillcameron@sympatico.ca or new facilities. After Christmas, Gill’s visit the Peace Matunda website “Going there and getting family returned to Toronto and at www.peacematunda.org. involved with Peace Matunda

IN THE ARMS OF ASHTON Roots Messenger Bag makes it on screen in new romantic comedy

oots is no stranger when it comes to the big screen. In its latest Hollywood cameo, the beaver brand appears in the arms of actor Ashton Kutcher in the new romantic comedy, No Strings Attached. Throughout the film, Adam, played by Ashton, carries around a Roots Messenger Bag. Several months before shooting of the movie began, Wendy Goodman, who has previously worked as a sales rep for Roots in the entertainment business, presented the bag to the film’s producer

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with no guarantee it would appear on screen or land on the cutting floor during editing. Released in January, No Strings Attached tells the story about life-long friends Emma (Natalie Portman) and Adam, who almost ruin everything by hooking up one morning. In order to protect their friendship, they make a pact to keep their relationship strictly “no strings attached.” Roots plays a recurring role in Hollywood, as both leather goods and different apparel have been featured in many hit films, including in recent years The Hangover and Letters to Juliet.

Ashton Kutcher and Roots go hand in hand throughout the film

The Source • 9

FINE PRINT A selection of coverage of Roots in the media

THE MEDIUM AND THE MESSAGE

Roots digital leaders keynote speakers at social media conference

Here are some recent sightings of Roots in the pages of newspapers and magazines:

• Canadian Living: April issue. Featuring the three-tone blue French Tote, the Village Satchel in pink and the Sandy Bag in pink and red. • Elle Canada: April. Spread of Barbie and Ken dolls wearing Roots outfits. Mini-Soft Saddle in tan and orange featured in Colour Therapy section. • Now magazine: Mar. 17. MiniSoft Saddle in orange and tan appears in Spring Fashion layout. • Vancouver Sun: Mar. 14. Sandy Bag in pink and orange on cover of the Style section. • Vancouver Sun: Mar. 8. Spring Fashion Preview includes Village Satchel in pink and Amanda Bag in Hibiscus. • Sweetspot.ca: Feb. 21. Woven-Saddle Bag chosen for 10 Best Picture-inspired picks. • Toronto Star: Feb. 21. Men’s leather Awards Jacket in red featured in Fashion From the Football Field section. • Flare.com: Feb 16. Roots sunglasses selected as Flare Loves item. • Metro: Feb. 10. Features The Kristina Handbag in red. • SweetSpot.ca: Feb. 9. Features the New Heart Zip Pouch-prince as a valentine’s gift. • Bagilicious.blogspot.com: Feb. 7. Gives mention to the Kristina Bag. • The Globe and Mail: Feb. 6. Valentine’s Gift Guide features the Red Coin Purse and the Pink Heart Purse Leather Charm. • Canoe.ca: Feb 3. Lists the heart-shaped Leather Coin Purse in a happy hot pink hue in the valentine’s gift guide. • Toronto Sun: Feb. 3. Gift Guide features the heart-shaped leather coin purse in Happy Hot Pink. • Zoomer magazine: Feb. 1. Features the women’s Chucka Boot in pebble. • The Toronto Star: Feb. 1. Features the Kristina Bag in Super 88 leather. • The Globe and Mail: Jan. 30. Features the men’s Shearling Driving Coat and Desert Boots. • Canadian Living: Feb. The women’s Roll-Over Boot in Tribe leather featured. • DailyXY.com: Jan. 19. Features the men’s Doug Flip Glove. 10 • The Source

Tanja Zelko and James Connell at the BlissDom Conference where Roots was a finalist for the 2010 Social Commerce Award

s people spend increasingly more time Facebooking, Tweeting, YouTubing and blogging, it’s little surprise that companies are looking at how best to respond to this growing phenomenon for their own gain. Big and small businesses are flocking to social media communities, charting new territory in their marketing efforts. In their quest to maximize the potential of this medium, organizations of all types are engaging in specialized conferences to learn from those, like Roots, that have already proven successful in tapping the enormous reach of social media. Events like this took place in Toronto during Social Media Week (SMW) in February. SMW organizes conferences about emerging trends in social and mobile media. Over the past year, it held more than 200 events in Toronto, New York, San Francisco, London, Berlin and Sao Paulo. Attendees participated in person or online as many of the sessions were live-streamed for real-time viewing. In Toronto, Ryerson University hosted a program of events

for SMW. At the session on the evolving role of social media in retail, James Connell, VP of ECommerce, Digital Marketing and New Media, and Tanja Zelko, Manager, Digital Marketing and Online Customer Experience, were keynote speakers. They focused primarily on how Roots leverages social media to effectively build customer relationships and increase profitability. As one of Canada’s leading retail brands, Roots is continually developing its online presence, utilizing traditional and new school methods to better market itself. “Not only is social media a valuable way for a company to add cool, social interaction to its website,” says James, “it’s also an effective vehicle to drive business objectives.” Facebook, Twitter, YouTube and Wikipedia engage consumers and enable companies to achieve results that would normally take place on their respective corporate websites. “If you’re already on Facebook and you’re spending hours there, you don’t have to leave the site to shop,” says Tanja. “That’s what’s so attrac-

tive about Facebook for companies. We want to be where our shoppers are, to help them solve problems and make buying decisions.” With the heavy use of social media by Canadians (17 million Facebook users at last count), Roots can gain a significant share of its shoppers’ time spent online. And if consumers are voluntarily investing their time to communicate with a brand, it’s an ideal opportunity for the brand to strengthen the loyalty of those consumers. The SMW event was a fitting platform to introduce the concept of a Roots Facebook “pop-up” store one day before it was officially launched. To promote brand values and customer loyalty, the “pop-up” store offered Facebook users first dibs on the Roots spring collection. Not only does this type of initiative provide a frontof-the-line consumer advantage, it can seamlessly convert casual conversation into online purchases. Additional topics covered by James and Tanja included case studies of what has been successful for Roots, how they engage consumers and nurture relationships and examples of product reviews from consumers via online discussions. The Roots presentation was well received by the audience at Ryerson, comprised of some 450 industry professionals, media people and students. It generated positive PR with a surge of fans visiting, and commenting on Roots web-pages and sharing the media exposure achieved by the event. To maintain this momentum of building the online community of Roots, James encourages brand followers and employees to continue to visit and comment on its Facebook page, write product reviews, and simply talk to friends about Roots. As well, he always welcomes feedback and suggestions. James and Tanja have been recently contacted to present on social media four more times in Toronto and Sydney, Australia this year. Issue 100

A CONSUMING PASSION California doctor amasses major collection of vintage Roots (mostly Olympic) jackets

n 1998, Tej Singh was majoring in medicine at Stanford University in California when he visited Japan as part of his studies. An enthusiastic hockey fan, Tej coordinated his trip so he could also attend the Winter Olympics taking place that February in Nagano. His Olympic visit would prove the start of a passion for Roots Olympic jackets that continues to this day. “I really liked the Roots jackets the first time I saw them being worn by Canadians in Japan,” says Tej, 44, who today lives in Los Altos, CA. “When I later heard that Roots was going to be the official Olympic jacket supplier to the USA team for 2002 and 2006, I was thrilled.” Tej began his Roots collection when he was in Salt Lake for the 2002 Winter Olympics working as a volunteer doctor at the hockey venues. He bought his first Roots jacket – a secondhand 1998 Canadian team Varsity style – from a street vendor. Since then, he’s purchased more than 100 different new and second-hand Roots jackets for his collection and as gifts. He’s procured only a about a quarter of them from Roots

Tej Singh, (far right), seen here with his family, has collected more than 100 Roots jackets since 1998

stores, buying the rest online from athletes, Olympic fans, consignment centres and pawnshops. As a result, Tej’s wife and three sons are used to packages arriving at their home from all over North America. A busy vascular surgeon for the Palo Alto Medical Foundation and El Camino Hospital, Tej surfs the internet late at night looking for Roots jackets to expand his collection. With prices varying wildly depending on the age and condition of each jacket and who’s selling it, Tej has pur-

BRAND OF CHOICE

Roots outfits crew for upcoming action comedy film

n recent Business-ToBusiness Department news, Roots has proven yet again that it’s the brand of choice for many in the entertainment industry in North America. Roots specially designed clothing for the cast and crew of the upcoming motion picture Tower Heist. In late winter, the film’s staff were outfitted in 550 Roots Dark Midnight Full Zip Hoodies made in Canada, which have the film’s name embroidered on the back in yellow and red. Starring funny men Ben Stiller, Matthew Broderick, Casey Affleck and Eddie Murphy, the action comedy tells the story of a group of hardworking guys who, after finding out they’ve fallen victim to a wealthy businessman’s ponzi Issue 100

scheme, conspire to rob his highrise residence. Tower Heist is slated for release this November.

Roots made 550 Dark Midnight Full Zip Hoodies for the crew of Tower Heist

chased many for a song. In total, he estimates he’s spent about $4,500 on his collection. The fact that Roots is no longer involved in the Olympics has not dampened his passion for the jackets. “I’m still collecting as much as I can,” says Tej. “These jackets all have a history and reflect an important time. If I can get them, I will always buy them for someone. They are so classic and special.” Until a few years ago, his collection was comprised solely of Olympic-related items. But Tej has since broadened his

criteria to include a variety of older non-Olympic Roots jackets for everyday wear, which today represent about 10 percent of the collection. “Between my family, friends and my extended family in Chicago, I can always find someone to wear the jackets,” says Tej. “It can be hard to find a home for the XXL jackets, so they usually stay in my closet.” With great pride, he keeps his collection both in his home in California and his summer residence in Sunriver, Oregon. Tej first visited a Roots store in Canada in Banff in 2001 and since then has also been to Roots in Toronto in 2006 and Vancouver during last year’s Winter Olympics. Despite his great affinity for all the jackets, one in particular will always have added meaning for him. “My favourite will always be my 2002 USA Salt Lake team jacket,” says Tej. “It was such a unique Olympics coming after the events of September 2001 and being a physician for the Olympics will always be a highlight in my life. This jacket is a great reminder of that special moment in my life.”

GOOD PUCK SENSE Roots sponsors charity hockey event in Utah T

by sponsoring the charity hockey his winter, Roots lent a hand game and by presenting Roots to long-time friend and retired NHL hockey star Luc Robitaille for Shaving Kits in black Prince leather as gifts for all players. his celebrity fundraising event to Many celebrities help disadvantaged came out to support youth. the cause including Hosted in Park actress Andy City, Utah during the MacDowell, actor annual Sundance Michael Film Festival, this Rosenbaum, actor off-screen event Steven R. McQueen, played out on ice NHL alumni Joe with Hollywood stars Sakic, Rob Blake, facing off against Glen Murray, Brad NHL alumni in a Norton, Glen Murray friendly game of and U.S. Olympic hockey. medalist speed The Luc Robskater Allison Baver. itaille’s Celebrity Luc Robitaille, NHL alumn Luc Robitaille is Shootout event best known for his benefits Echoes of 19 seasons in the NHL, including Hope, a non-profit organization three different stints with the Los which Luc co-founded with his Angeles Kings. He retired after wife Stacia in 2005. The charity the 2005-06 season as the helps at-risk, emancipated foster highest-scoring left-winger in youth in the Los Angeles area. league history. This year, Roots participated The Source • 11

IN A STARRING ROLE Toronto and Roots come together in great new music video by Kardinal Offishall Kardinal shows his affinity for Toronto while wearing Roots

“…After traveling the world over and over, it is important to know why I always come back home… One day, one city, one love…T-dot!”

hese words of affection for Toronto introduce Kardinal Offishall’s recent music video about his hometown. In his catchy single entitled, The Anthem, the 36-year-old rapper, singer songwriter and

record producer boldly expresses his enthusiasm for Toronto. Recorded for his fifth studio album, Mr. International, The Anthem was released in late December. The song and video loudly and proudly pay tribute to the city’s major landmarks and diverse people and cultures. Shot entirely in one day, the video was filmed, directed and

produced by Offishall himself, along with his manager, Mayday. Not surprisingly, Offishall figures prominently in the lively footage, showing his keen sense of style in different parts of the city. “Wardrobe was important,” he says. “I could have worn a Leafs jersey, or the Toronto Blue Jays, but that’s Toronto. I wanted to represent Canadian culture as a whole. But it had to be stylish and stand out.” He found an ideal solution in choosing the Roots Wayne Gretzky jacket. It suits Offishall well and has generated positive feedback for him from fans on several occasions since the video came out. Many have told him they approve of his choice of

apparel and brand, some even indicating proudly that they too have the same jacket. In recording the song and making the video, Offishall sought to pay homage to Toronto in a confident and exciting way. The result is a rapid-fire verbal delivery and visual collage of familiar, and not so familiar, places and faces that make up Toronto life. Unconcerned about any possible negative reaction such a song and video like The Anthem could trigger among people illdisposed to Toronto, Offishall cites other songs, such as Jay-Z’s Empire State of Mind (New York) or 2Pac’s California Love, that have reached far beyond their geographical borders and inspired him. “I’ve traveled the world and I’ve met people who hate New York,” says Offishall. “They could be in Boston but Jay-Z’s New York will come on and everyone will sing.” It won’t be surprising if The Anthem has a similar effect.

RRROLLING UP THE RIM WITH RRROOTS Two great brands combine in joint effort for Canadian soldiers serving in Afghanistan

n late February, for the first time ever, Roots joined forces with fellow Canadian iconic brand Tim Hortons, for a joint promotion involving Canadian soldiers in Afghanistan. In a creative twist on Tim Hortons’ popular Roll Up The Rim To Win contest, Canadian soldiers in Kandahar are now getting a little taste of home with

the chance to win customized Roots leather bags. Roots was the company of choice for the premium prizes for the Roll Up the Rim To Win contest at what is unquestionably the world’s most exotic Tim Hortons location, at the Canadian military base in Kandahar. For this year’s promotion, the prize from Roots consists of 250 Omer’s Packs made in Vintage Tribe leather at the Roots factory in Toronto. It’s customized with the Tim Hortons 25th anniversary Roll Up The Rim To Win logo and ‘Kandahar 2011’ embossed on the bag. “Working with Tim Hortons over the past year has been a truly great experience and significant for Roots,” says Business-ToBusiness Account Roots Omer’s Pack in Vintage Tribe Leather Manager Anne Marie

12 • The Source

Hargreaves who coordinated this project. “Our troops make a lot of personal sacrifices, and it’s important that we try to show our appreciation by a bringing a bit of normalcy to their lives with initiatives such as Roll Up the Rim, which most Canadians have a strong connection to. Including Roots into the campaign this year only strengthens the ties to home. I hope the winners enjoy their limited edition Omer’s Pack.” A staple in Canadian culture, this coffee-centric contest was extended to the Kandahar Airfield in Afghanistan when the Canadian Forces opened a Tim Hortons store there in 2006. The prizes are different in Kandahar from those offered in Canada while camouflagecoloured cups replace the distinctive red and yellow ones back home, but Canadian troops in Kandahar have the same opportunity to win.

Soldier gets his Tim Horton’s coffee in Kandahar

“Roots is an iconic Canadian brand and we are proud to partner with them for the 2011 Kandahar edition of Roll Up The Rim To Win,” says Andrea Hughes, Brand Director at Tim Hortons. “We have received nothing but great feedback from the troops on the customized Omer’s backpacks and the winners are wearing them proudly.” Issue 100

SPRING FORWARD Great new Roots Outfitters collection a welcome sign that summer can’t be far off

nspired by the outdoorsy lifestyle and heritage of Roots, the new Roots Outfitters collection will be perfectly at home in Ontario’s Algonquin Park or any similar setting in Canada. Set to launch in early May, it will feature a wide range of products from apparel to camping gear, from trail-mix and granola to Frisbees, yoyos and other children’s toys, from harmonicas to mugs and ponchos, from fine Belgian chocoIssue 100

lates to camp cookies, from maple syrup to Muskoka gingerale. The collection will also include Beaver Canoe items and even copies of The Canoeist’s Manual by legendary Canadian outdoorsman and master canoeist Omer Stringer. (Proceeds from the sale of the book will go to the Friends of Algonquin Park Association.) Roots Outfitters merchandise will appeal especially to outdoor adventurers, hikers, campers,

travelers, virtually anyone who has an affinity for nature and an active lifestyle. If you like to spend time in a country setting, whether on canoe trips in the remote wilderness or as part of cottage life, this collection is designed for you. These products will also make excellent gifts. The Outfitters project is a natural outgrowth of the Roots

General Store initiative that proved so popular this past fall and winter. It’s a safe bet the Outfitters products will enjoy a similar success as Canadians prepare to spend much of their free time outdoors with the much-awaited warm weather arriving in the coming weeks. For most people, it’s not a moment too soon. The Source • 13

NEW & NOTEWORTHY A guide to just-launched Roots products

Ballet Flats, Leather, Natural, $158

Shorty Boot, Tribe Leather, Africa, $218

Kate Bag, Prince Leather, White Linen, $288

Capri Sandal, Arizona Leather, Black, $218

Little Luisa, Prince Leather, Marine Blue, $228

Village Bag, Prince Leather, Caribbean Blue, $188 Denny Henley Tunic, Ombre Stripe, $78

Poncho Hoody, Black, $62

Vintage Fleece Sweatpant, Black, $62

14 â&#x20AC;˘ The Source

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NEW & NOTEWORTHY A guide to just-launched Roots products

Outdoor Pique Polo, Fatigue, $46

Oxford Boot, Tribe Leather, Ivory, $148

Cabin Light Weight Fleece Full Zip Hoody, Medium Grey Mix, $70

Beaver Canoe Tee, Park Green, $34

Durnan Cargo Short, New Khaki, $66

Beaver Canoe Pocket Sweatpant, Park Green, $60

Cabin Light Weight Fleece Short, Medium Grey Mix, $40

The Satchel, Arizona Leather, Black, $188

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Stealth Award Jacket, Black, $398

The Source â&#x20AC;˘ 15

STAYING POWER Saluting those who go the distance

GUESS WHO JUST DROPPED IN Taking attendance of special guests in the world of Roots

Jenny Au, Merchandise Flow Analyst, 10 years Filomena Correia, Leather Janitor, 10 years Claudia Franklyn, DC Picker Packer, 10 years Jarar Kazmi, Executive Director, Retail Operations, 10 years Lisa Nightingale, Keyholder, 10 years Bethany Peckham, Supervisor, Customer Service, 10 years Erin Smith, Buyer, 10 years Chris Espana, Sales Associate, 5 years Sneha Gandhi, Keyholder, 5 years Sarah Lewis, Store Manager, 5 years

Don Green, Arnold Schwarzenegger, Diane Bald and Michael Budman

Michael Nyqvist

WRITE ON! The Source wants to hear from you If you have any ideas for future articles in The Source, please contact us. Even better, if you would like to write for The Source, let us know. We welcome your involvement and look forward to hearing from you. Write to us at thesource@roots.com

ON THE MOVE New appointments at Roots • Omar Boutari, Senior National Loss Prevention Manager • Marina Correia, Leather Merchandise Flow Analyst • Shannon Doggett, Label and Trims Coordinator • Cecilia Ho, Director of Finance • Jennifer Surritte, Manager, Retail Operations • Selina Terra, Merchandise Manager, Leather

elebrities have long made a point of shopping at and developing friendly ties with Roots. Here are the latest sightings of prominent figures from the world of entertainment and sports who recently visited Roots stores, the head office, factory or were seen wearing Roots. • Robson Street, Vancouver, BC - Michael Nyqvist, Swedish actor, best known for his starring role in The Girl with the Dragon Tattoo, took a break from shooting his upcoming film, Mission: Impossible - Ghost Protocol to drop by the store. He picked up the Men’s British Side Saddle Bag in Tribe and posed for some photos. • Leather Factory, Toronto Arnold Schwarzenegger, actor and former California governor,

Robbie Robertson

Kevin Durand

came to the factory to visit long time friends Michael Budman and Don Green after his speaking engagement, An Afternoon with Arnold Schwarzenegger held in the area. • Head Office, Toronto Robbie Robertson, musician/ singer/songwriter, visited Roots. A longtime friend of Roots, the famed guitarist for The Band was in town to be inducted to the Canadian Songwriters Hall of Fame at their annual gala. He also participated in the 2011 Juno Awards event, a few days before

Martin Short

the release of his new album How To Become Clairvoyant. • Bay Street, Sault Ste. Marie, ON - Kevin Durand, Canadian actor and Joseph Cross, American actor, visited the store to pick up some Roots gear including a pair of black jeans. The two are in town, filming their upcoming feature Edwin Boyd. • Head Office, Toronto Martin Short, comedian and actor, dropped by the head office to chat with long time friends Michael Budman and Don Green.

GREAT MOMENTS IN RETAIL

Spotlighting the top performing Roots stores in recent months based on their sales results

hortly before this issue of The Source went to press, we received the final sales figures for stores in recent months. Heading the pack for company stores in February was the Quebec City location in Quebec. The month before, it was the Devonshire Mall location in Windsor, Ontario. As for the Roots 73/Outlet category, the Niagara Outlet in Niagara Falls captured top spot in February, while the CrossIron Mills outlet in Rockeyview, Alberta took the honours in January. Congratulations to Doris Lamoureux, Manager of the Quebec City store; Chris Crowe-Campeau, Manager of the Devonshire Mall store; Jennifer Powell (currently on maternity leave), Manager of the Niagara outlet; and Dan Dickie, Manager of the CrossIron Mills outlet, and to their respective teams for their exemplary performances. Hats off to all of the other stores that surpassed their sales goals in February and January. 16 • The Source

Anne Martin, Justine Bilodeau, and Doris Lamoureux. Missing in photo: Elodie Lague, Alicia Talbot-Lanciault, Sophie Bloch and Nikola Denis.

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DÉJÀ VU Straight from the archives: A vintage Roots moment from 1985

From L to R: Michael Budman, Don Green, Ronald Corey (former president of Montreal Canadiens), Aurel Joliat, Guy Lafleur, Jean Beliveau and Maurice Richard

s a quintessential Canadian brand, it’s little surprise that Roots has always had a strong connection with hockey and the NHL, especially given the passion that co-founders Michael Budman and Don Green have for the sport. Every spring, the two closely follow the NHL playoffs as teams fight for a berth in the

Stanley Cup Finals. One of their favourite teams, the storied Montreal Canadiens, have won the championship 24 times, far more than any other franchise in the league. As part of its involvement in hockey and support for the NHL, Roots was one of the sponsors of a major documentary film on the “Habs” in the 1980s. Di-

rected by acclaimed journalist Bob McKeown, the film was entitled Les Canadiens. Don and Michael invited several of the most legendary Canadiens to attend the film’s premiere at the Toronto Film Festival in 1985 where they were presented with specially designed Roots jackets to mark the occasion.

ALL DRESSED FOR ROMANCE Ken and Barbie reunite with style

ew couples can sustain a 50-year presence in popular culture the way Barbie and Ken have. Their split in 2004 took many by surprise but as of this past Valentine’s Day, the pair is together again and their epic love story is back on track. As part of Mattel’s multimedia promotional campaign, Elle Canada recently devoted a sixpage spread to the iconic couple. The images show them rekindling their romance while modeling Canada’s hottest designers including Roots. The Roots involvement was a treat for Creative Producer Diana Bald. She styled Barbie’s outfit while her husband, Roots CoFounder Michael Budman, styled Ken’s. “We absolutely loved dressing Barbie and Ken in the classic comfort and style of Roots,” says Diane. “It was a childhood dream come true.” Bringing the clothing to miniature life was Peggy Lim, Leather Product Development Assistant at the Roots factory. Issue 100

and little samples produced in order to test fit.” The materials used were the same as for any life-size item, right down to the natural rubber sole used on Barbie’s Russian Vamp Boots. Details mattered. Ken’s hoody includes a functional kanga pocket, both jackets were fully lined, and on the back of Ken’s Gretzky Jacket there’s a Roots Canada crest. Although the outfits were only for dolls, Roots did not want to compromise on its usual quality. After all, as Barbie expressed on her blog, she and Ken may be plastic but their love is real.

Barbie and Ken spread in Elle Canada magazine

Although only one day was needed to make the actual clothing, the planning and development of the pieces took longer. “Every part of the process was as true to life as possible,” says Peggy. “Tiny patterns were cut

HEALTH TIP #61 Easy ways to stay healthy PREVENTING MUSCLE STRAIN AND PAIN: With computers playing such a predominant role in today’s world, it’s little surprise that they’re increasingly at the source of modernday ailments. Common tasks involving computers demand frequent repetitive movements, which can cause muscle strain and tension. As people are built differently, some are more predisposed than others to repetitive strain injuries. These include tendonitis, tennis elbow and carpal tunnel syndrome. The best way to avoid such afflictions is through proper posture and ergonomics. Ergonomics refers to the science of designing equipment and general work environments to better fit the user. With this in mind, it’s important to be proactive and ensure your area is customized to best fit you. Tips to keep in mind while at your computer: • Elbows should be close to your body and bent at 90 - 100 degrees (right angle). They can be supported by adjustable armrests on your chair. • Shoulders should be relaxed, not slouched or raised. • Neck should face forward, not looking up, down, or to either side. • Lower back should be supported to maintain its natural curve. • Knees should be bent at approximately 90 degrees with enough space to place your fist between the back of your knees and the chair. • Thighs should be parallel to the floor. Use a footrest if they need to be raised. • Wrists should float over the keyboard when typing. Keep your wrist and forearm in a neutral position • Whole arm should be used for mousing rather than just your wrist. • Mousing hands should be alternated to reduce stress on your dominant mousing hand, providing that you are using a universal design mouse. • Top of monitor should be at eye level and at least one arm’s length away from you. • Source: www.ohcow.on.ca/ resources/workbooks/ ergonomics.pdf

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GREEN TIP #64 Easy ways to help the environment Giving more life: Everyone loves getting more for their money. The question is, how? Reusing items you already own is one way. This approach is not only good for your wallet but also great for the environment. Take magazines, for example. Most people read them once and then throw them away. Why not share them? Pass them along to family, friends, doctors’ offices, fitness centres, and the like. Alternatively, you can use them for crafts and other projects. For instance, rather than buying gift wrap, use the pages of old magazines. Make decorative envelopes from them (see instructions below). Or use the pages to protect delicate items when storing them in bins or boxes. You can also frame images or ads that you particularly like, or create a collage with them. Finally, you can simply save them. Perhaps they’ll become vintage one day. Magazines are just one type of item that can easily be reused for another purpose, but there are many things that can take on other lives of their own. It’s up to you to be creative and find them. ENVELOPE INSTRUCTIONS 1. Find an envelope in the size you would like to reproduce 2. Carefully tear apart the seems and completely unfold it 3. Choose a magazine page that you like and place the unfolded envelope on it 4. Trace around the envelope then cut out the tracing 5. Fold and glue the cut-out as per your existing envelope • Source: http://www.ehow.com/ how_2073125_reuse-old magazines.html

STARTING LINEUP Introducing the people who make it happen at Roots stores As part of our continuing series of team pictures from the Roots retail family, this issue of The Source is spotlighting the Centreville Store in Montreal. Back row, L to R: Kimberly Emond, Jonathan Cabot, Anya Gregory, Jazmin Chao, Catherine Archambault, Jessica Lavertue, Dorothy Lee, Daniel Belyea, Jocelyn Lemaire. Middle row, L to R: Melissa Wheeler, Jennifer Elmaleh, Ebony Demers, Zoe Chou, Maria Raskin, Diana Garcia de Alba, Marilyn Lucas. Front row, L to R: Ana Nivela, Addy Graves, Kaya Dunawa-Pickard, Karolina Apland, Lynn Charette-Hardie, Tara Pinsonneault, Sarah Lewis, Julie-Anne Pelletier, MelissaAnne Stentiford-Belkin, Alexandra Desrochers-Vaughn. Missing: Nicky Kalogeropoulos, Allie Macdonald.

Adi W., 7 months, Windsor, ON

Milan Dwivedi, 7 months, Toronto

SPEAK TO MY AGENT The littlest customers show their Roots

Max Aaron Blaylock, 1 year, Toronto

18 • The Source

e often receive unsolicited photos from people eager to show us pictures of their children, cousins, grandchildren, or even pets, wearing Roots. Sometimes the senders ask if we can use the photos in a future advertising campaign. We can’t promise that, but we are certainly happy to publish them in The Source. Everyone is welcome to submit their favourite shots to be considered for publication. Please send your pictures to photogallery@roots.com. Be sure to include the name and age of each child or pet in the photo, where it was taken, place of residence and a sentence stating that you agree for the photos to be used in The Source. Issue 100

MUSICAL ROOTS This month, we spotlight young U.K. soul sensation Adele The Cure, Peggy Lee, Jeff Buckley and Britney Spears, not daring to dream one day she might follow in their footsteps to stardom herself. “I didn’t realize this was something I could do until I got Only 22, Adele has already my record won two Grammy Awards deal,” Adele he minute you hear that admits. “I taught myself how to voice, don’t be surprised if sing by listening to Ella the hair stands up on the Fitzgerald for acrobatics and back of your neck. Immediately scales, Etta James for passion you will realize this is someone and Roberta Flack for control.” special. Although she went to the Best known only by her first same performing arts school in name, Adele Laurie Blue Adkins Croydon as Amy Winehouse, will only turn 23 in May but Leona Lewis and Kate Nash, sings like a woman twice her Adele’s an original. Her vocal age. Already a soul sensation in style and personal charisma are her native U.K., Adele is poised all about human warmth, honesty to conquer North America with and embracing the audience. her second album, 21, which “I have to believe what I’m came out in late February, after singing about,” says Adele. debuting at #1 in the British “That’s how you connect with charts. songs, and that’s what seems to Brash, wise beyond her have paved the way for me in the years, but down-to-earth and U.K. and Europe. People can focused, Adele was raised by a relate to me. They believe me. single mom in the racially I’m not some sort of concoction. mixed, working-class London I’m accessible.” neighborhoods of Tottenham and And while North American Brixton. While growing up, she success is important to her, worshipped and was greatly Adele insists it doesn’t mean influenced by the Backstreet more than winning over other Boys, the Spice Girls, Take That, audiences around the world.

“I want as many people as possible to hear my music,” she says. “I want to do well in Europe, Asia and Australia. It’s so weird to come all this way to do shows and have them sell out. It’s ridiculous and amazing how many people want to talk to me.” Adele’s rise to success has been nothing if not swift. In late 2008, she first made herself known in North America with an impressive performance on NBC’s Saturday Night Live. She then gained major international recognition in 2009 when she won two Grammy Awards (including Best New Artist), barely a year after the release of her debut album. But all you need to know about Adele can be learned from her live performances in which she’s accompanied by just a piano or an acoustic guitar. Her one-of-a-kind voice conveys a rainbow of emotions, from sorrow to triumph, from longing to sensuality, solitude to solidarity, a blues-soul hybrid steeped in the past, yet fully alive in the moment. “I get really scared right before I go on-stage, but soon as I’m there, I love it,” she says. “I feel more at ease performing than when I’m Adele’s new walking down the album is now street. I love in stores entertaining

ROOTS RADIO A guide to the top songs for spring 1. Foster The People – Pumped Up Kicks 2. Aloe Blacc – Good Things 3. Courtney John – Love Is 4. Generationals – Trust 5. Israel Kamakawiwo’ole – Somewhere Over The Rainbow

people. It’s a huge deal that people pay their hard-earned money, no matter how much or little, to spend an hour of their day to come and watch me. I don’t take that responsibility lightly.” Remember the name: Adele. After listening to her two albums 19 and 21, you’re sure to never forget the voice. And to think she’s only at the beginning of her career… - Davin Bujalski

CHEF’S CORNER Roots-friendly recipes for a healthy diet and to bring pleasure to your palate

or this issue’s Chef’s Corner, we present a quick and easy recipe for making Creamy Orzo with Asparagus & Parmesan. INGREDIENTS: 1 cup orzo 1 cup asparagus, cut into 1 inch pieces 1 tbsp butter or margarine 1/4 to 1/2 cup cream 1/4 cup grated parmesan cheese Salt & Pepper, to taste

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DIRECTIONS: 1. Bring a large saucepan of water (filled halfway) to a boil over medium heat. Cook the orzo until tender, about 10 minutes. 2. After the orzo has been cooking for about 5 minutes, add the asparagus to the same pot (this will allow the orzo and asparagus to cook in the same pot and keep the clean-up to a minimum). 3. Once the orzo and asparagus are cooked and tender, drain

and return to the pot. 4. Quickly add the parmesan cheese and butter. Stir thoroughly, allowing both the cheese and butter to melt. Slowly add the cream to the mixture, while stirring. Continue to stir and add cream until you reach your desired consistency. 5. Season with salt and pepper. • Source: www.sugarandspiceceleste.blogspot.com, http:// en.petitchef.com • Recommended by Tali Garrett The Source • 19

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