February 9, 2007 by Roots Canada

A window into the world of Roots

Issue 66 February 9, 2007

STRAIGHT FROM THE

HEART In celebration of Valentine’s Day, Roots pays tribute to the spirit of love and romance

Roots red leather bags prove one of the big hits in the lead-up to Valentine’s Day on February 14

Issue 66 - February 9, 2007

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I N S I D E I S S U E 66 STRAIGHT FROM THE HEART

Roots pays tribute to the holiday of romance and friendship ASIAN ROOTS GO DEEPER

Canadian style triumphs in Taiwan FOR A SONG

Customers to belt out tunes as part of launch of new movie and coffee house GEARING UP FOR THE OLYMPICS

HELPING TEAM CANADA LOOK GOOD

Roots is the official outfitter of Canadian team at Deaflympics FOR THE FIT, FULL AND FABULOUS

With its latest line of clothing, ‘Roots 73’ targets women wanting a longer, looser cut JUST A MINUTE FOR A GOOD CAUSE

Peace merchandise now available exclusively at Roots IN SUPPORT OF WELLNESS

Roots offers complimentary yoga classes for customers RINGING IN THE NEW YEAR… AGAIN

Roots celebrates Chinese New Year with the Prosperity Pouch DON’T LEAVE HOME WITHOUT IT

American Express offers credit card holders special deal at Roots

Departments FRESH INK GUESS WHO JUST DROPPED IN OPPORTUNITY KNOCKS MOMENTS THAT MATTER GREEN TIPS HEALTH TIPS STAYING POWER

Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant PAULOMI PATEL Interns CHARLENE CHAE, NICK KANEVSKY

The Source is published every two weeks 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 rsarner@roots.com Letters may be edited for length and clarity. Each issue of The Source is also available, in an abridged version, on the Roots website at www.roots.com

The Source

PHOTO BY DIANE BALD

Designers hard at work preparing official apparel for US team

SPECIAL DELIVERY A selection of recent letters from the world of Roots A GRATEFUL WALRUS On behalf of The Walrus Foundation, I would like to extend our deepest thanks to Roots for their support of the recent Wild and Wonderful Walrus Party. The event was a tremendous success raising over $30,000 for the Foundation. The lovely Roots Banff leather bag you kindly donated went for $350 and there were many people who tried to outbid each other for it! The Walrus is a not-for-profit charitable foundation dedicated to supporting Canadian writing, art, literacy, and public discourse on matters vital to our country. The Foundation has four projects: The first is The Walrus, a monthly magazine of ideas, sophistication, and wit, and a “place” where readers, writers, and artists meet. Second, an intensive editorial and art internship program for aspiring editors and designers selected from across Canada. Thirdly, through conferences, seminars, and special events, The Walrus Foundation is committed to the public square, to celebrating Canadian talent and to increasing participation in our democracy through spirited and intelligent debate. And finally, The Walrus is committed to literacy and to encouraging the next generation of readers through the Walrus Bookshelf program. Again, thank you for donating

such a lovely Roots bag to our fundraising event. Pym Buitenhuis Director, Foundation Programs The Walrus, Toronto CATCH OF THE DAY I’m writing to let you know that last year I achieved a world record in fishing while wearing a Roots watch. Recently, I was thinking it might be of interest to you. On May 6, 2006, I caught a line-class world record largemouth bass on Santa Margarita Lake in California. The fish weighed 12.96 lbs. on a certified scale. It is the heaviest largemouth bass caught on a fly rod, in the 12lb. tippet class. It’s now recorded in the 2007 IGFA (International Game Fish Association) World Record Book. When I made this world record catch, I was wearing a Roots Oasis watch. I use it 24/7. As a Tactical Officer, it has served me as a duty watch and has endured and survived many situations both on and off duty.

It’s been a great accessory for hunting and fishing. Thank you Roots for making such quality watches. For your interest, I’m including a photo of my record catch. Check out the watch! Mark T. Masicampo Oceano, California TEAM COMES THROUGH I would just like to take a second to recognize everyone that I work with at the Roots store in Park City, Utah. Steve Cummings, Brooke Keene, Quincey Cummings, Nicole Kimball, Ashley Goodwin and Craig Grimes all deserve a big pat on the back for how hard they worked, and how successful the store was during the recent Sundance Film Festival. As in the past, this year’s Sundance generated a lot of traffic in our store, which meant we had more work but it was a lot of fun! Remember team: There wouldn’t be Sundance without the locals. Brandy Davis, Assistant Manager Park City, Utah The Source wants to hear from you. Please send your letters to Robert Sarner at rsarner@roots.com. Letters may be edited for length and clarity.

EXTRA! EXTRA! In keeping with our fortnightly publishing schedule, the next issue of The Source will appear on Friday, Feb 23. Issue 66 - February 9, 2007

STRAIGHT FROM THE HEART Roots pays tribute to the holiday of romance and friendship

alentine’s Day has long occupied a special place on the calendar at Roots. As the holiday symbolizing love and romance, it fits well with the big heart of Roots. As such, every year Roots does something special in stores to mark the occasion, and highlights certain products as ideal gifts for Valentine’s Day. In the past, Roots has done everything from offering complimentary chocolates to creating genuine leather heart-shaped key chains as gifts-with-purchase in keeping with the spirit of the holiday. This year, Roots is paying tribute to Valentine’s Day like never before with elaborate eye-catching store windows, attractive in-store displays and special visual merchandising. It’s all part of the overall month-long theme of love for February, and more specifically connected to V-Day. At stores across Canada, Pauline Landriault, Director of Visual Planning and Store Development, and her Visual Team have done a superb job creating romance-and-love themed windows and interiors that spotlight Roots products (see photos). To set the scene, red and white are the predominant colours with a bit of vibrant pink thrown in for good measure. Some of the flagship stores have a display with a mobile-like effect. An array of illustrated cards attached to pink and red ribbons is suspended from the ceiling just above special Valentine-feature tables adorned with red leather bags, make up bags and accessories. Some of the store windows feature creative scenes that evoke the spirit and

Aida is all smiles in heart-themed Scanty outfit

colour of V-Day. In Toronto, for example, the Queen Street store shows a pillow fight at a slumber party with mannequins dressed in Roots Scanty pajamas and the

cards above their heads. Uptown at the Bloor Street store, leather bags are used effectively in window scenes that involve graffiti with the word “Love” spraypainted in pink, a large starburst pink, red bubble “Love” vinyls and an interesting interplay between male and female mannequins. Inside the stores, leather bags for women are showcased under the message “Made With Love”. In addition, a line of women’s tops featuring heart designs is on display along with leather charms and bracelets with catchy messages. The red and white leather bracelets, with such statements as “me + you”, “crazy in love”, “je t’aime”, “I luv you”, and “text me”, have been proving extremely popular with customers over the past 10 days. Adding to the V-Day impact are special red and white themed products such as red leather bags; Valentine T-shirts; limited edition Scanty heart-motif pajamas for women (available in select stores); kid’s baseball caps with a heart graphic and Tshirts with heart motifs for babies. In contrast to most times of the year, men far outnumber women shoppers when it comes to buying gifts for V-Day. Still, Roots has not forgotten the minority of females interested in getting something for their male significant others. Roots has created a special black T-shirt for men for the holiday sporting the command “Make love not war” in bold letters on the chest. V-Day also inspired a new special edition Roots watch just launched for the holiday. Called the Haiku, it features a Continued on the next page

Store windows at Toronto’s Queen St. store, (left), and Vancouver’s Pacific Centre, (right), evoke the Valentine’s Day feeling Issue 66 - February 9, 2007

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Pink and red reign supreme in Roots store windows for Valentine’s Day in Toronto: (left), the flagship store on Bloor St. and, (right), the Roots Lodge

mini-photo frame keychain with one of seven different unique charms. At the same time, there’s a Valentine’s gift card promotion for customers. Anyone purchasing a leather bag receives either a $25 or $10 Roots gift card depending on the bag purchased. New Roots watch created for Valentine’s Day Behind the features prominently in timely promotion scenes, Roots Continued from previous page has also made Valentine’s Day silver dial, a red second hand a special occasion for store and sports a red genuine employees by way of an incenleather band with a self-adjust- tive plan in which they can able bracelet closure. It’s water win leather bags based on resistant, nickel allergy free theirs sales. Once a store and is packaged in a solid reaches its goal, the staff memstainless steel case. The watch ber that sold the most bags win comes with a gift-with-purtheir choice of a bag valued at chase offer where customers $300 or three $100-gift certifican receive a bonus Roots cates toward a future leather 4

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purchase. “The staff in our stores love this contest as they feel it rewards their achievements,” says Rosemary Eisenhut, Director of Retail. “And the bags make such a wonderful gift for themselves or for someone they love.” Over the years, Roots has become more creative in its approach to V-Day. It’s a response in part to the growing importance of the holiday for consumers as a special occasion for gift giving. One that’s expanding in terms of both the

givers and recipients, according to the Retail Council of Canada (RCC). “Valentine’s Day is one of those holidays that most people look forward to,” says Diane Brisebois, President and CEO of the RCC. “Today it’s become more inclusive than ever. Not only do romantic partners exchange gifts, so do friends, students, parents and children and more. This holiday is ultimately about nurturing those important relationships in our lives.” – R.S.

Red Roots Cafe Bag is the chosen gift for several Roots promotions this holiday including this ad for the Wish magazine Issue 66 - February 9, 2007

RINGING IN THE NEW YEAR… AGAIN Roots celebrates Chinese New Year with the Prosperity Pouch

ust in time for the Chinese New Year on Feb. 18, Roots stores have been hit with a splash of China’s traditional lucky colour: red. In celebration of the holiday and the Roots theme of “Good Luck and Good Fortune”, stores are currently selling the Chinese Prosperity Pouch. Available in Prince leather in the colour China Red, the pouch was made in the Roots factory in Toronto. It features a yel-

low embroidered Chinese symbol for prosperity on the front pocket. The 15-day Chinese New Year celebrations are typically marked by visits to family and friends. In the days before the new year, Chinese families thoroughly clean their homes in an act to sweep away the bad luck. Brooms and dustpans are then put away on New Year’s Eve so that the good luck from the new year cannot be swept away. Luckily for customers, those who buy a Chinese Prosperity Pouch will also receive a 10% Roots discount card. It can be used on their next purchase of regular priced merchandise and is valid until the end of the month. Additionally, customers will receive a $10 gift card for purchasing a leather bag under $100. Those who spend more than $100 on leather goods will receive gift cards worth $25. • Chinese Prosperity Pouch, $60 in select Roots stores in Canada and the US.

DID YOU KNOW? Behind the animal years of the Chinese calendar

ach Chinese year is represented by one of 12 animals: rat, ox, tiger, rabbit, dragon, snake, horse, sheep (or goat), monkey, rooster, dog, and pig. 2007 marks the Year of the Pig, and consequently the end of another 12-year cycle. According to legend, the Chinese gods decided to hold a race to determine the order of the animal years. As part of the contest, animals lined up along a riverbank with the goal of crossing to the opposite shore. When the rat heard the ox worry about its poor eyesight and the cat worry about its fear of water, the rat suggested the ox carry them on its back while they led the way. The trio was leading the pack when the rat decided to shove the unsuspecting cat off the ox’s back and into the water. Then, just as the ox reached the other side, the rat jumped off the ox’s back and won the race. The cat finished too late to win any place in the calendar, and vowed to be the enemy of the rat thereafter. Issue 66 - February 9, 2007

Roots Taipei 101

ASIAN ROOTS GO DEEPER Canadian style triumphs in Taiwan

Roots profile and inn recent months, Roots has been prov- crease business in Taiwan as part of the oning more popular going development of than ever in Taiwan. Roots in Asia. Current Since September, when Roots joined forces with expansion plans include the opening of Roots the Hong Kong-based stores in China, Singacompany Li & Fung Licensing to further de- pore and Malaysia. “Even with the curvelop its presence in Taiwan, five new stores rent economic challenges in Taiwan, our have been added, inteam pulled off a fantascreasing the total tic year in 2006,” says number from 16 to 21 Jeremy Tang, Director and increasing the of Business Developsquare footage by alment at Li & Fung. most 30%. The new stores have “Moving forward, we are well on track for an opened in the Sogo even more successful Taichung, Asiaworld 2007 with more exciting Plaza, Mitsukoshi Nannew stores.” king and in Chung Along with Jeremy, Hsiao. In addition, the Matt Meng, Country flagship Roots store, Taipei 101, and the Core Manager; K.K. Lee, Retail ManPacific location have ager and Ludy been beautifully renovated. All the Roots stores in Taiwan carry men’s wear, women’s wear and kid’s apparel. A limited collection of leather goods and accessories are also available for customers. The store (Clockwise from top left): Liz openings and Ludy Kuo; Roots have helped Doggett photographed in the streets of raise the Taipei; Matt Meng and K.K. Lee.

Kuo, Assistant Manager, are leading the Roots/Li & Fung team in Taiwan. They work in close coordination with Liz Doggett, Manager of Wholesale Operations and Linda Calero, Wholesale Coordinator at the Roots Head Office in Toronto. “When I was in Taiwan, I was amazed by how many people I saw wearing Roots in the streets of Taipei,” says Liz. “Matt, KK and the team deserve a lot of credit. They understand Roots and are passionate about their business. It is a pleasure to work with such dedicated people.”

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GUESS WHO JUST DROPPED IN

MOMENTS THAT MATTER

Taking attendance of special guests at Roots stores

Big developments in the life of Roots staff

Heidi Klum and Seal

Antonio Banderas

Chris Isaak

Ben Townshend

elebrities have long made a point of shopping at Roots. Here are the latest sightings of prominent figures from the world of entertainment, sports and politics who visited Roots stores recently: · Aspen, Colorado – Members from The Wailers enjoyed shopping at the store and offered all Roots staff a lifetime pass to any of their concerts around the world. Other celebrities who visited the store include model Heidi Klum and husband and singer Seal; actors Jeff Daniels, Antonio Banderas and Melanie Griffith; musicians Chris Isaak and Sister Carol and American Idol winner Taylor Hicks. · Park City, Utah – Actor Ben Townshend visited the Roots store. · Sudbury, ON – Hockey player Marc Stall of the New York Rangers purchased the City Roots two-tone sweat-pants.

Jules Power, Senior Designer, Women’s Wear Dept., at the Roots Head Office in Toronto, gave birth to a baby girl named Floria Luxmi Power-Chouhan last month. Sister Carol

THE NUMBERS

Jeff Daniels

The Wailers

news and we’ll be happy to publish it in The Source (rsarner@roots.com)

Ribbons point the way to V-day

Melanie Griffith

Marc Stall

• Please send us details of similar good

To help evoke the theme of love and romance for Valentine’s Day at Roots, the Visual Team used various creative techniques in the stores (see cover story on page 3). One of them involved the clever use of pink and red ribbons. In stores across Canada, the ribbons are suspended from the ceiling attached to illustrated cards featuring Roots leather bags. In total, 492 yards of ribbon were deployed for the V-Day decorations.

Taylor Hicks

DON’T LEAVE HOME WITHOUT IT American Express offers credit card holders special deal at Roots

or the first time ever, American Express credit card holders can save at Roots stores as part of the latest collaboration between Roots and AmEx. Starting this month, select AmEx card members can benefit from $20 off on their purchases. A choice group of AmEx card members will receive a company newsletter with their

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February credit card statement informing them about various promotions including the Roots offer. These customers can get this discount while buying products worth $100 or more (before taxes), including those on sale. To qualify, they need to present their newsletter and pay for their purchase with their AmEx credit card. This special promo is avail-

able at all Roots stores during February and March. It does not apply to ‘Roots 73’ outlet stores and Roots factory outlets. Coordinated by James Connell, Director, E-Commerce, Digital Marketing and New Media, the Roots-American Express collaboration is one of the various growth-related initiatives at Roots now attracting new customers. Issue 66 - February 9, 2007

HELPING TEAM CANADA LOOK GOOD Roots is the official outfitter of Canadian team at Deaflympics

s part of its continuing involvement with Canadian athletes, Roots designed the official gear for Canada’s team at the 16th Winter Deaflympics now taking place in Salt Lake City. The 10-day event, which concludes this weekend, offers worldclass competition between the most talented deaf athletes from dozens of countries. Roots provided the 100member squad with Team Canada-brimmed toques,

scarves, bags and men’s and women’s tracksuits, all made and designed in Canada. These elite athletes are competing at many of the same venues used in the 2002 Winter Olympics, in sports that include alpine and cross-country skiing, snowboarding, ice hockey and curling. David Jackson, Product Coordinator in the Business-

to-Business Department, oversaw the collaboration with the Canadian team along with Account Manager Joanna Iachetta, Account Representative Patrica MacInnis and Special Projects Manager Ling Chow. Founded in 1924, the Deaflympics is the second oldest international multi-cultural sports event in the world, surpassed only by the Olympic Games.

FOR A SONG Customers to belt out tunes at launch of new movie and coffee house

tion, a Hummer lways a SUV promoting the friend of movie will also be Hollywood on display outside and the entertainnear the entrance of ment industry, the store. Roots is Music and Lyrics partnering up is a romantic-comedy with Warner that follows Alex Bros. for a fun Fletcher (Grant), a event to promote washed-up 80s pop their new movie star trying to make a Music and Lyrics comeback. Luck starring Drew strikes when he’s Barrymore and given a couple of Hugh Grant. days to compose the This weekend, next hit song. With visitors to the the help of his plant flagship store on lady, Sophie Fisher Bloor Street in (Barrymore), Fletcher Toronto will be must write the song in able to sing their time to sing it with favourite songs in pop princess Cora a special Karaoke Corman (newcomer Lounge located in Haley Bennett). Muthe new Roots sic and Lyrics opens Organic Coffee on Feb. 14 (ValenHouse. Participants will be Roots and Warner Bros. join forces for new initiative at flagship store tine’s Day). Everyone is welgiven in-store come to come to the Bloor St. discount coupons, movie tickthe store. Free coffee will be store for an afternoon of live ets and posters. The initiative served and customers who is part of the grand opening of purchase a Roots Valentine’s entertainment, fun and free coffee this Saturday (Feb. 11) the Roots Organic Coffee Day item will also receive from 1-3 p.m. House on the second floor of free movie tickets. In addiIssue 66 - February 9, 2007

FRESH INK A selection of coverage of Roots in the media Here are some recent sightings of Roots in the press: • Canadian Living, March issue: In spotlight on singer Matt Dusk, he’s wearing the Roots men’s blue zip-up while being interviewed by etalk Daily on this magazine shoot. Also, the Roots clear vinyl Banff Bag featured in the “Great Ideas” section. • Wish, March issue: Spotlight on the heart-shaped log stool and Don Standfield nest sculpture featured in the “Twice as Nice” home design section. • DDI, Feb. issue: Roots Rosedale store featured as a green and environmentally sustainable store. • Globe and Mail, Feb 3. Roots Venetian Village Flat bag in white leather featured in a white colour story in the ‘Style’ section. • The Ottawa Citizen, Feb. 3. Article entitled, “The Canadiana” mentions the Roots reclaimed maple tables available at Roots Home. • Homemaker’s, Feb./March issue: Mentions the shoot that took place at Roots Rosedale and the Roots Yoga Studio. Also, included in the fashion shoot are pieces from the Roots Yoga collection. • The Globe & Mail, The Toronto Star, Feb. 1. Mentions Roots as a sponsor of the annual Caribana festival in Toronto. • Interiors & Sources, Jan./Feb. issue: Cover story entitled “Roots Headquarters: Grounded in Flexibility” showcases Roots head office. • The Calgary Sun, Jan. 30. Article entitled, “Inhale? They sure do” focuses on Oxia, a personal oxygen dispenser sold at various Roots stores in Toronto. • The National Post, Jan. 27. Michael Budman included in article entitled, “Starry Nights: Chic Torontonians recall what they loved or loathed about summer camp.” • Fashion, Jan. issue: Spotlight on the TChad the ‘c’mon England’ World Cup Men’s zip-up featured in the “lifestyle” section. • CityLine, Jan. 31. In a special “green” edition devoted to environmental issues, CityTV’s CityLine featured products aimed at creating a “greener world” including Roots environmentally minded T-Shirts, one of which was worn by show’s co-host. • Mission Times (Abbotsford, BC), Jan. 16. Mentions Roots rustic coffee tables being made from reclaimed maple featured in the “Top picks for this year” section. • Famous, Jan. issue: Spotlight on the faux-fur trapper hat featured in the ‘Cold Comfort’ fashion spread. • EnRoute magazine, Dec. issue: Roots shaving kit in Prince leather featured in the “Jet Set travel essentials” section. • EnRoute magazine, Nov. issue: Cover story on Roots good friend Dan Aykroyd mentions a past Roots TV commercial and the qualities that make Roots unequivocally Canadian. - Compiled by Carmela Ledo

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FOR THE FIT, FULL AND FABULOUS ‘Roots 73’ targets women wanting a longer, looser cut

argeting active women in sizes 10 to 16, a new line of relaxed fit clothing will arrive in ‘Roots 73’ outlets next week. The collection includes a specially designed line of Tshirts (plain and with logo), polos and track pants created with flattering silhouettes. Made from stretch fabric for comfort, the styles feature ex-

tra-long length and a wider hem, allowing ease of movement. Also hitting stores, later in the season, will be a range of capri pants, skirts and tanks. A few years ago, the ‘Roots 73’ outlet stores launched a special line of apparel for pregnant women. It sold well, but staff feedback indicated that many fuller-sized women, who were not necessarily pregnant, were also purchasing the styles. “We realized the existence of a different market segment,” says Shyrose Kassam, Executive Director, Outlets. “These customers were women looking for a longer, looser and more relaxed fit.” Following up on this idea, the new line was developed by Antonea Kabelaki, Senior Technician for Outlets and overseen by Michele Haugh, Buyer, Women’s wear, Outlets. “This line will allow the customer to chose the type of fit according to how she likes

to wear her clothes,” says Michele. The softer silhouettes of the relaxed fit line were photographed by Senior Art Director Ilich Mejia and developed into an in-store marketing campaign by David Chang, Senior Designer, Visual Communication, that will highlight the apparel in all ‘Roots 73’ outlet stores soon.

JUST A MINUTE FOR A GOOD CAUSE Peace merchandise now available exclusively at Roots.

his month, Roots is supporting a Canadian humanitarian organization that recently launched a global peace campaign. Called JAMOP for Just A Minute of Peace, it’s an initiative to raise funds in support of peace and to create awareness about peace and human rights. As part of this action, Roots is the exclusive retailer in Canada of a limited edition of men’s and women’s apparel featuring JAMOP-related prints and logos. Last month, JAMOP organizers blanketed 8

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the downtown area of Toronto with removable peel-off red and white stickers sporting the JAMOP logo. Anyone can bring one of these stickers into a Roots store to get 10% off all JAMOP merchandise, and a free JAMOP button. Coordinated by Director, Merchandise Purchasing and Flow, Jarar Kazmi and his team of merchandisers, the JAMOP items are now available at four stores in Toronto, (Roots Bloor, Central, Yorkdale and Bayview). Net proceeds from the sale of the merchandise will go to related charities via the JAMOP organization. Founded by Toronto native David Tenenbaum in 1997, JAMOP is bringing world leaders, musicians and Nobel Laure-

ates together to spread the message of peace. On July 7 this year, (07.07.07), JAMOP will stage major concerts in several countries linking them together via live simulcasts of the events on global media. During these concerts, people from all over the world will be invited to observe a minute of peace in remembrance of those affected by war. World leaders including the Dalai Lama and Archbishop Desmond Tutu are supporting the initiative. Among those slated for the Canadian concert are actor Dan Aykroyd and music groups like The Philospher Kings and the High Holy Days.

OPPORTUNITY KNOCKS Our fortnightly spotlight on new positions at Roots

ere is a list of current job openings at Roots stores along with the appropriate contact person. For more information, please refer to the separate email notices sent out recently about each position: • Store Manager, Hillcrest Mall, Richmond Hill, ON (Silver level store). Email your resume to the attention of Heidi Botis at hbotis@roots.com. Deadline: Friday, February 16. • Assistant Manager, Newmarket Mall, Newmarket, ON (Silver level store). Email your resume to the attention of Heidi Botis at hbotis@roots.com. Deadline: Friday, February 16. • Store Manager, Assistant Manager, Keyholders, Halifax area, NS. Email your resume to the attention of Monika Urbaniak at murbaniak@roots.com. Deadline: Thursday, March 15. • Store Manager, Assistant Manager, Keyholders, St. John, NB. Email your resume to the attention of Monika Urbaniak at murbaniak@roots.com. Deadline: Wednesday, February 28.

SPREADING THE WORD Guide to new ads appearing this week and next • Thurs., Feb. 8 - Globe and Mail: 1/ 8 page ad featuring Roots Valentine’s Day Gift Card promotion. • Thurs., Feb.8 - Globe and Mail: 1/ 8 page ad featuring Roots Mini Cafe Bag. • Thurs., Feb. 8 - Toronto Star (Fashion section): 1/2 page ad featuring current Roots products. • Sat., Feb.10 - National Post (Toronto section): Full-page ad featuring current Roots products. • Sat., Feb. 10 - Globe and Mail (Style section): 1/2 page ad featuring current Roots products. • Mon., Feb. 12 - Globe and Mail (Sports section): 1/8 page ad featuring Roots Valentine’s Day Gift Card Promotion. • Thurs., Feb. 15 - Now magazine (Toronto): Full-page ad featuring Roots Chinese New Year Prosperity Pouch. • Thurs., Feb. 15 - Toronto Star (Fashion section): 1/2 page ad featuring Roots Chinese New Year Prosperity Pouch. • Sat., Feb. 17 - National Post (Toronto section): Full-page ad featuring Roots Chinese New Year Prosperity Pouch. • Sat., Feb. 17 - Globe and Mail (Style section): 1/2 page ad featuring Roots Chinese New Year Prosperity Pouch. • Sat., Feb. 24 - National Post (Toronto section): Full-page ad featuring current Roots products. Issue 66 - February 9, 2007

GEARING UP FOR THE OLYMPICS Designers hard at work preparing official apparel for US team

or most people, the 2008 Summer Olympics still seem far off. Not so for Roots, especially those involved in designing the apparel that the United States team will wear at the Games in China. For the fourth Olympics in a row, Roots will be an official outfitter of the US delegation, providing the parade uniform for the opening and closing ceremonies as well as athletic and casual wear. Outfitting a country for the Olympics is a complex endeavor. All the more so when it’s for the world’s only superpower and one of the largest teams. Given the attention on the US athletes at the Olympics, it’s also an ideal platform for Roots to showcase its creativity and quality on the most highly watched international stage. As such, the Roots design

With the openteam is already hard ing ceremonies set at work, doing to take place extensive rein Beijing in search, conexactly a sulting with year-and-athe United half from States Olymnow on pic CommitAugust 8, tee, 2008, the (USOC), Roots decreating and sign team analyzing has its work prototypes, cut out for and other themselves. related asDavid pects. Of Young, course, Roots Senior already has a Designer, rich experiSpecial ence in the Projects, is Olympic coordinating arena, having Graphics above to be used in new Olympic collection the design won acclaim program at as the official Roots, as he did for the 2006 outfitter also of Canada, Great Olympics in Torino, Italy. He’s Britain and Barbados in previalso working closely with ous Games.

USOC officials on the plans for Beijing that include the allimportant outfit that will be worn at the Opening Ceremonies before an expected worldwide TV audience of some two billion people. “When we design a collection for a country at the Olympics, we base it in large part on embracing the host city’s culture,” says David. “We are now involved in designing the US team outfit, a retail version of which will be released this summer in stores. Reflecting Chinese culture, it has subtle details like mandarin collars on the track jackets, and Chinese pottery patterns and tonal screen-prints on the sleeves of the women’s apparel.” Based on past performances at previous Olympics, Roots is a good bet to win a gold medal in Beijing for its official apparel for the United States.

IN SUPPORT OF WELLNESS Roots offers complimentary yoga classes for customers

the Roots Yoga Studio in Toronto. Anyone purchasing Roots Yoga pants or jackets can now attend a free class at the Roots Yoga Studio. The offer is valid in select Roots stores in Toronto, on regular priced items and cannot be combined with any other on-go-

ing in-store promo. Customers can go to www.roots.com/ yoga to check the class schedule and select from the different types of yoga offered. Yoga apparel was first introduced at Roots in 2001 at the initiative of Denyse Green, Director, Roots Yoga

and wife of Co-Founder Don Green. Denyse, who has practiced and taught yoga for some 30 years, is also the driving force behind the Roots Yoga Studio. Opened last September, the studio is located above the popular Roots Rosedale store in midtown Toronto.

ANDREW MILLER

ealthy living is a mantra at Roots. In keeping with this core value of the company, Roots has come up with a special promotion for its customers in connection with

Issue 66 - February 9, 2007

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GREEN TIP #31 Easy ways to help the environment

STARTING LINEUP Introducing the people who make it happen at Roots stores As part of our continuing series of team pictures of all the stores in the Roots retail family, this issue of The Source is shining the spotlight on the store in Sherway Gardens, Etobicoke, ON. Top (left to right): Tyler Larman, Hilary Ashley, Mike Burr, Mike Ventrelli, Lara Olanick, Katelyn Eathorne, Dixie Rutherford, Jed De La Cruz, and Nicole Garisto (Assistant Manager). Bottom (left to right): Frevi Blanes, Donna Lee, Jackie Orlando, Alex Serrano, Danielle Sebesta, Danielle McCarren, and Geoff Summers.

SPEAK TO MY AGENT The littlest customers show their Roots

ou’re never too young to look good in Roots. Many people obviously agree, based on the mail we receive at the Head Office. Both customers and staff often send in photos of their children, cousins, nieces, nephews, grandchildren, friends or neighbours wearing Roots, asking if they could appear in a future ad campaign for Roots. We can’t promise about that but starting last month The Source, is now publishing a selection of such pictures on a regular basis. Everyone is welcome to submit their favourite shots. Please send your photos to photogallery @roots.com Be sure to include the name and age of each child in the photo, and a sentence stating that you agree for the photos to be used in Courtney Hosking, 11 years, and The Source. Kelly Moxom, 8 years, Toronto 10

The Source

Washing your car: lazy is best. The good news is you don’t have to wash your car yourself. In fact, you shouldn’t! The run-off from car washing contains detergents, surfactants, oils, rust, engine grime, wax and degreasers. When you do the job, that delectable mix goes into the storm sewer and straight into the nearest water system. Car washes, on the other hand, conserve water and send the dirty water through a filtering process for contaminants, and then on to a sewage-treatment facility. Source: Green Tips – How to Save Money and the Planet, published by Green Living Enterprises

HEALTH TIP #28

Easy ways to help you stay healthy.

Lauren Manna, 6 months, Toronto

Collin James Dela Cruz, 2 years, Toronto

The joy of ginger: Best known in the West for its anti-nausea properties, ginger has probably been in the longest continuous use of any botanical remedy in the world. The Chinese use it for both medicinal and culinary purposes, frequently in cooking seafood, since it acts as a detoxifier to prevent seafood poisoning. Besides its popular application for digestive distress, ginger has been found to contain geranial, which may be a potent cancer fighter. It also possesses anti-inflammatory properties that help relieve pain, prevent blood clots, and inhibit the onset of migraine headaches. Since ancient times, Chinese physicians have regularly consumed ginger tea to keep their vitality fired up. Source: Secrets of Longevity, Dr. Maoshing Ni Issue 66 - February 9, 2007

NEW & NOTEWORTHY A guide to just-launched Roots products

VALENTINE CHEER FOR KIDS Little ones not forgotten at Roots

popular holiday for adults, Valentine’s Day is now also becoming a big thing for children. Besides shopping for themselves, more and more parents have started purchasing special V-Day items for their kids. In addition, schools now celebrate the holiday with parties and other related activities. In line with this, Roots is offering its little customers specially designed products for this day of love and friendship. Coordinated by Merchandise Manager for Babies and Kids Marisa Battaglia and

Technicians Manager Karen Fernes, the Roots Girls Valentine’s T-shirt comes in Ballet Pink and white. Catering to customers of all ages and sizes, Roots also has a tee created for babies (02 years). Designed by Elsa De Sousa, this white tee features a tattoo-inspired heart design

print. Both the kids and baby’s tees are made from 100% cotton jersey fabric. A perfect accessory to

complete the look that can go along with the V-day clothing is the kid’s Heart Baseball Cap. Made from long-lasting 100% cotton twill fabric, the cap comes in white with a heart embroidered on the front. All the Valentine’s Day items are now available in select stores across Canada. • Girl’s Valentine’s T-shirt: Sizes – S-XL; Retail price: $19.95 • Baby’s Valentine’s T-shirt: Sizes – S-5T; Retail price: $14.95 • Kid’s Baseball cap: Sizes: S/ M and L/XL; Retail price: $18.95

OCEAN INSPIRED It’s time to step into the season’s hottest trend content makes the fabric long lasting and perfect for the outdoors. The jacket comes with a printed lining, with prints inspired from the on-going nautical fashion. Work-wear style details include multiple pockets with zippers and snap buttons. An additional feature is an interior pocket designed to hold iPods and other MP3 players, and sports a special, user-friendly buttonhole detail to pass headphones. This classic jacket is well coorMatthew Budman in the Deer Island Jacket dinated with jeans he Deer Island Jacket is and is a must-buy for the transtyled from a combination sitional weather of the coming of this season’s nautical inmonths. spired looks and classic workAvailable in select Roots wear details. stores in Canada and the US, In line with this, the men’s the Deer Island Jacket comes in jacket is made from durable India Ink (navy) and Driftwood 65% Polyester and 45% cotton (beige) colour combinations. twill fabric. The high polyester • Retail price: $118

Issue 66 - February 9, 2007

THE HOT LIST A fast look at what’s flying off the shelves at Roots stores Based on the latest sales figures from all Roots stores in Canada and the United States, here are the 20 top-selling products: 1 Summerside Pique polo 2 City Cooper zip hoody 3 City Roots 2-tone sweatpants 4 Varsity sweatpants 5 Classic sueded full-zip hoody 6 Sophie slub jersey T-shirt 7 Vintage graphic T-shirt 8 Essential extra long tank 9 Classic suede Kanga in white-grey mix colour 10 Girls Favourite flare pant 11 Babies racing stripe sock 12 Babies hooded jacket 13 Babies Zoe dress 14 Babies Athletic Beaver long-sleeve T-shirt 15 Babies Lotus ringer 16 Babies Lotus yoga pant 17 Heart key-ring valentine 18 Rugged racer hat 19 Village bag (Prince leather) 20 Venetian Village bag (Prince leather) The Source 11

The Source

Issue 66 - February 9, 2007