October 2007

A window into the world of Roots

Issue 76 • October 2007

Text for sub-head to go here hopefully this will work and look decent

Issue 76 - October 2007

Actor Russell Crowe and his rugby team in Australia wearing their customized Roots

The Source • 1

I N S I D E I S S U E 76

KOREA GETS IN TOUCH WITH ITS ROOTS More locations open as part of on-going expansion in Asia AN ADVANCE LOOK OUT WEST Vancouver fashion journalists get a sneak preview of upcoming holiday collection IN THE SPOTLIGHT Roots makes its presence felt at recent Toronto International Film Festival ROOTS HAS SOUL Release of third compilation CD in time for film fest EXTREME MAKEOVER, DISNEY EDITION New version of film joins Roots at Canada pavilion at Epcot Centre TAKING WINDOW SHOPPING TO A NEW LEVEL Roots launches first-ever interactive display in Toronto UNITED FOR PERU Roots employee Miguel GomezArbocco helps out a worthy

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 CARLY ANDERSON Intern KASI BRUNO The Source is published every month

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

2 • The Source

PHOTO BY ROANNE McCREADY

THE LURE OF ROOTS Far from the retail spotlight, the Business-To-Business Department attracts high profile clients interested in customized Roots products

SPECIAL DELIVERY A selection of recent letters from the world of Roots ROOTS PROTECTION? Recently, I was unfortunately hit by a car while I was riding my bike to work in the morning. But fortunately I was wearing Roots Capri cargo pants, as they saved my legs from major road rash.

The pants are made with such strong material that they were only slightly damaged in the incident. Any other pants, I venture to say, would have been torn to shreds along with my legs.

Thanks a lot for making such great pants. Keep up the excellent quality!

Jessica Zippin, Program Manager Clean Air Foundation, Toronto LIGHTS, CAMERA, ROOTS I have been making many movies in Toronto and Montreal for over a decade. The greatest discovery I have made while being on location with a film in Canada is shopping at Roots.

I love the craftsmanship and style of Roots clothes. They always come in the most beautiful colors. They are always new and different and reliable whether I am buying summer lightweight clothing or the heavier, warmer winter clothing.

I can honestly say my closet is jam-packed with Roots clothing and I can always go back to the store and find something new that I want to

purchase. I have never before connected so completely with a line of clothing.

Craig Zadan, Los Angeles Executive Producer of Chicago and Producer of Hairspray FAITH RESTORED I’m not sure how many complimentary emails you receive but I would like to call attention to one of your exemplary employees. Bethany Peckham, who works at your Waterloo, Ontario store, recently went out of her way to help me find a watch for my sister.

The first time I went into the store to look for a watch, the model I wanted was out-of-stock.

One of the employees promised to call around to other stores but then never got back to me. I happened to be in the store a week later when Bethany was working and asked about the watch again.

She stopped what she was doing to look through the logbooks and then took down my information. She promised to call back which she did by the end of the same day. She also explained what she was doing to look for the watch and when she would call again.

Bethany followed through on everything. She was very impressive and by far the most helpful and professional person

I’ve ever encountered at Roots.

She certainly has restored my faith in your company.

Dianne Barnes Baden, Ontario THANK YOU We want to thank Roots for taking part in our 2007 Gala. We are deeply grateful for your support of this event, and for everything that such assistance makes possible at Mulgrave School. The Gala continues to be a highlight of the year on our school calendar, as well as an undertaking that reflects an enormous commitment on the part of volunteers and donors alike.

It is a fun event that serves as an opportunity for parents to meet, mingle and rally together in support of the school. Certainly, it is a great pleasure to witness, year after year, the outpouring of support that is realized by way of this very special event.

Tony Macoun, Head of Mulgrave School West Vancouver, BC • 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 monthly publishing schedule, the next issue of The Source will appear in late October.

Issue 76 - October 2007

THE LURE OF ROOTS Far from the retail spotlight, the Business-To-Business Department attracts high profile clients interested in customized Roots products. By ROBERT SARNER

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our name with ast year, when good causes, and Academy puts Roots in the Awardspotlight in a winning actor highly credible Russell Crowe manner.” wanted good quality The B2B customized apparel department is made for the South comprised of a Sydney Rabbitohs, tightly-knit group his professional of men and women rugby team in devoted to serving Australia, he knew the needs and where to go. He The Rabbitohs enjoy their Roots gear courtesy of team owner/actor Russell Crowe desires of clients looking to could have easily had combine the quality and image it manufactured close to home in Roots, expanding it to also Roots products from leather include headwear. In each case, of Roots products with their own Australia but he didn’t. Like goods to apparel to accessories. he dealt directly with the logo and brand. Most of the many other top-flight sports and Clients choose from either the Business-To-Business (B2B) orders come to Roots via word entertainment-related figures stock program of various core Department at the Head Office of mouth from people who have before him, he chose Roots for Roots products or order custom that specializes in such initiaseen what what he needed. created items. tives.

Russell first became acOften the staff When the general public quainted with Roots in 2004 must contend with thinks about Roots, they usually while in Toronto filming near-impossible associate it with what they see in deadlines on timeCinderella Man in which he had the company’s 170 stores in a starring role. As a gesture to sensitive orders, North America and Asia. Most those involved in the movie, he overcoming ordered custom-designed jackets, customers – and even some production retail staff – have little idea that vests, hoodies, bags, caps and imperatives and sleeveless T-shirts from Roots as Roots is also a major producer complex delivery of custom-made merchandise gifts for the cast and crew. In logistics. The for an impressive roster of 2006, not long after he became custom-designed Audi gears up at the American Le Mans Series/Grand Prix of Mosport with a customized collection of Roots polos international, high profile part owner of the Rabbitohs, products clients.

Russell placed his first order for are used for various purposes — Roots has done previously for other B2B accounts. Not to be Under the leadership of off-the-field hoodies for the as employee sales incentives, passive, the sales reps are Melinda appreciation gifts, retail proextremely enterprising in McDonald, grams, uniforms, official team seeking new business, never shy Vice-Presioutfits, apparel for special about making cold-calls, aldent, Wholeevents or even for camp though not to just anybody. sale and counselors.

“The greatest challenge for Business “The B2B program has many us is who we associate ourselves Development, benefits for Roots,” says with in terms of who we do work the B2B staff Melinda, who joined the Lyn few for,” says Melinda. “Who we put haveaestabcompany in 1997 as Director of months on our product can enhance or lished a great Franchising and took over the before Roots undermine our image so we must track record.

B2B operations in 2005. “The opened always be mindful of who we They excel for business in B2B activities are a great align ourselves with.

Otherwise working with compliment to our core business 1973 The Rolling Stones get travel satisfaction with Roots luggage tags made from tribe leather we run the risk of hurting the outside including contributing to the organizations production at the leather factory. perception of Roots. The other and companies. They are team. The merchandise was so The work we do in B2B puts our major challenge we face is pricing. We have a minimum well received by players and fans masters at taking other people’s brand in the public eye in a logos and branding and putting in Australia that this summer he different manner than the retail Continued on next page them on any of the full gamut of placed a second order with stores can do. It also associates Issue 76 - October 2007

The Source • 3

to make a certain price point.” style.

Fortunately, there is no lack In addition, the B2B Departof clients who appreciate Roots ment also coordinates many quality and service and want sponsorship initiatives, ranging their company or organization to from the annual Toronto Internabenefit from the association with tional Film Festival to the the venerated beaver brand.

United States Olympic Team to Although the B2B Department the International AIDS Conferhas made its name in the sports ence held in Toronto. and entertainment fields, it’s Working on high-profile comfortable serving a wide projects has become second range of customers. In the past nature for David Jackson, year alone, the B2B Department Account Manager in the B2B has also worked with a cultural Department, who has coordiMadonna thanked the band and conference, hospital, car-sharing nated orders from everyone from production crew of her latest Confessions Tour with specially company, and a humanitarian Russell Crowe to Madonna to Universal celebrated the recent release custom ordered Banff Bags in organization to provide custom U2.

“There are many gratifying of The Bourne Ultimatum with specially gaucho leather. made jackets for the film’s cast, crew products. aspects to my job,” says David. and executives.

This summer, luxury car “Establishing great relationships after both Reebok and Nike brand Audi Canada contacted with clients and also suppliers; placed orders Roots in search of Working with with Roots followed by several a specific look in the many movie productions. In the early polos, yoga people that years, the B2B operation was led jackets and help to get the

by Roots Co-Founder Michael baseball caps for job done; Budman, along with Ed Cox men and women.

Receiving calls and Karl Kowalewski. Over So B2B took the from clients time, as the number of orders initiative to create praising and grew, the B2B operation became a collection for thanking us for a more autonomous division of Audi who then the finished the wholesale department. decided to feature product they Although the Business-Tothe customized received. When Business Department was never apparel at the movies come part of the original plans for Spiderman producers stay true to American Le out a year Roots, it’s become an integral their roots by placing a major order Mans Series/ down the line part of the company, bringing for Roots apparel for the third film Grand Prix of and knowing great cachet and synergy to the installment of the comic book Car-sharing company blockbuster.

Mosport event that we probrand. It’s a true compliment to Zipcar among one of many B-2-B clients where they sold level of quality that can make us vided product Roots, in both senses of the extremely well and promoted the more expensive than others. But for it. These are the great things word. - R.S we won’t compromise on quality Audi brand with about this work.”

Originally, when B2B activities at Roots clients are an impressive bunch Roots first n recent years, the B2B Olympic Association, Camp began around Department has attracted a Tamakwa, Canadian Blood 1990, they were wide range of high profile Services, Canadian Red Cross handled as part quality customers in Canada Society, Fairmont Hotels, of the wholeand the United States. The Grand & Toy, Indigo Books sale side of the following is a selection (in and Music, Mazda, NBC, company. The alphabetical order) of Rogers Communication, first orders companies, organizations and Russell Crowe/South Sydney came from special events that have Rabbitohs rugby team, Dexter Shoes in ordered customized Roots Sundance Film Festival, the United merchandise with their logos Toronto Blue Jays, TSN (The or brand name integrated into Sports Network), US Comedy States that the finished product.

Arts Festival (Aspen), United purchased The orders have ranged from States Olympic Committee, Roots leathers goods to headwear Universal Studios, Virgin backpacks and and athletic apparel: Mobile, Warner Bros,The shoes as part of Audi Canada, Barbados Wayne Gretzky Foundation, an incentive a part of its on-going collaboration with NBC Olympic Association, Bermuda ZipCar. program for their As Television, Roots outfits the cast and crew of the hit employees. Soon series The Office.

TAKING STOCK

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4 • The Source

Issue 76 - October 2007

IN THE SPOTLIGHT

STYLISH WARMTH

Roots makes its presence felt at recent Toronto International Film Festival

Fall’s hottest accessory gets a new look

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t was a bustling ten days as the 32nd annual Toronto International Film Festival (TIFF) hit town and flooded the city with celebrities and moviegoers alike. Roots was at the centre of the action teaming up with CTV’s eTalk Daily and the American Movie Channel for around the clock coverage and interviews at the flagship store on Bloor St. eTalk, the popular Canadian news-entertainment program with hosts Ben Mulroney and Tanya Kim, broadcast live from the in-store studio with an average audience of close to half a million viewers over the course of the Festival. An eTalk Back booth was on site for

(l. to r.) Catherine Zeta-Jones, Robbie Robertson, Michael Douglas and Michael Budman at 100 Bloor.

Roots shoppers to record reviews of TIFF movies or leave video messages about celebrity sightings.

Highlights were aired nightly on the program.

American Movie Channel also shared eTalk’s Tanya Kim, broadcasting at 100 Bloor accommodation also the co-sponsor of the with eTalk for the filming of exclusive George Christy their talk show, Shootout,with lunch at the Four Seasons hosts Peter Gruber and Peter Bart, which welcomed countless Hotel which drew out stars such as Geoffrey Rush, stars into the Roots setting.

Charlize Theron and Woody The second floor level of Harrelson.

100 Bloor was transformed into The official merchandise the Roots Lounge which offered of the festival was also visitors food, drink and live supplied, with custom made entertainment in the form of T-shirts bearing the TIFF print yoga demonstrations. Actors logo on the front and the Michael Douglas, Catherine Roots logo on the left sleeve.

Zeta-Jones and rapper Wyclef The Toronto International Jean were spotted enjoying the Film Festival featured 349 ambiance. films from 55 countries and In keeping with a long ran from September 6-15. standing tradition, Roots was

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ith chilly mornings and cooler months ahead, Senior Accessories Designer Lynne Morris has created a light and sophisticated collection of neckwear for women.

The Beatrix and Emily Plaid Shawls were custom made by a weaver in India. They are made of a fine, lightweight wool that isn’t itchy against the skin and is suitable for Beatrix Plaid crossing over into indoor or outdoor wear.

The particular width of the garment allows versatility in how it’s worn; it can be folded and looped around the neck for added warmth or also worn open as an elegant wrap.

Available in four colourways across the two plaid designs, the shawls are available at all of Emily Plaid the major Roots leather stores. Retail price: $58

AN ADVANCE LOOK WAY OUT WEST Vancouver fashion journalists get a sneak preview of upcoming holiday collection

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oming off the heels of the successful fall fashion showcases staged by Roots earlier in the summer in Toronto and Montreal, the Robson St. store in Vancouver played host to an intimate gathering of prominent fashion media people based on the west coast.

In late August, more than 20 style editors and writers from various publications including Fashion magazine, The Vancouver Sun, Westender, Ion and Vancouver magazine, previewed the fall/holiday collection in a morning event hosted by Roots Co-Founder Michael Budman and Lyn Frankel, Retail Ambassador, British Columbia.

Issue 76 - October 2007

The show featured the latest in winter wear with plaid shirts, cashmere blend cardigans, toggle sweaters, long hoodies and down vests.

The Robson location was the prime spot for the presentation as it had the extensive leather line and other winter accessories already on hand.

The collection received glowing reviews with considerable media coverage and requests for products to be featured in photo shoots.

Two or three times a year, Roots hosts such events. The “trunk show” is designed to preview the new fabrics, leathers and styles to be featured in the coming months.

The Source • 5

FINE PRINT A selection of coverage of Roots in the media Here are some recent sightings of Roots in the pages of newspapers and magazines: • Canadian Living, Oct. issue. Roots Uptown Bag in black patent leather featured in The ‘IT’ bag section.

• Sway, Sept. Spotlight on the Roots St. Tropez bag.

• The Calgary Herald (Calgary), Sept. 25.

Article entitled ‘Handbags to carry you through your day or night’ mentions the Roots Uptown bag in black patent leather.

• The Globe and Mail, Sept. 21. Article entitled ‘Roots plants the flag in China’ focuses on Roots launching its Beijing flagship store.

• Marketing Daily, Sept. 19. Article on Roots installing interactive window display at flagship store in Toronto.

• The Province (Vancouver) Sept. 18. Article entitled ‘The hoodie goes everywhere’ mentions the Roots Fleece Jacket.

• The Vancouver Sun (Vancouver), Sept. 18.

Article entitled ‘Essential handbags come in’ mentions the Roots Uptown bag and Lauren tote in long beach. Michael Budman is quoted.

• Fashion, Sept. issue. Article mentions Roots recent Fall Trunk Show in Vancouver.

• Shops.ca, Sept. 17. The Urban Editor Bag in vintage tribe leather and the classic grey sweatshirt hoody featured in the ‘Back to School’ shopping section.

• The National Post, Sept. 15. Roots passport holders were one of the items given at the George Christie luncheon compliments of Roots.

• Metro Calgary (Calgary), Metro Edmonton (Edmonton), Metro (Toronto), The Toronto Star (Metro), Sept. 13. Actors Catherine ZetaJones and husband Michael Douglas pose with Robbie Robertson at the Toronto Roots Bloor St. store.

• The Province (Vancouver, BC), Sept. 12.

Article entitled ‘Small, stylish and ultrapractical’ mentions the Roots Village bag.

• The Chronicle Herald (Halifax, NS), Sept.

12. Article cites Roots and the Rethink Breast Cancer Foundation for teaming up to develop two special edition Roots watches for Breast Cancer Awareness Month.

• The Toronto Star, Sept. 7. Mentions actor Jeff Goldblum visiting Roots flagship store on Bloor St. • Globe and Mail, Sept. 1. Roots Patent Leather Laptop Bag, Knit Skullcap, Long Toggle Sweater and Women’s briefcase bag featured in the ‘Style’ section.

• The Toronto Star, Sept. 1, Metro (Toronto), September 23, Metro (Vancouver), August 23, Metro (Edmonton), August 23. Metro (Calgary), August 23. Spotlight on the Roots Alpine backpack.

• National Post, Sept. 1. Spotlight on the Roots Downtown Bag and Roots retro graphic T-shirt featured in the ‘Retail Therapy’ section.

• Globe and Mail, Aug. 31. Spotlight on the Roots Patent Leather Laptop Bags featured in the ‘Style Counsel section.

• Yukon News (Whitehorse), Aug. 24. Letter to editor from Robert Sarner correcting misinformation about Roots in recent article.

• B Magazine, Aug. The Toronto Star, Aug. 23. The Fashion and Design Festival featuring Roots as one of the retailers showcasing the latest collections.

• Fashion, Aug. Mentions the Roots Milano Satchel and the Roots Madonna Bomber jacket in black patent vernice featured in the ‘Fashion Shop’ section.

• Canadian Living, Aug. Spotlight on the Roots brown cotton long-sleeved fooler polo featured in the ‘Trend Watch: School’s In’ section.

• Where Toronto, Aug. issue. Spotlight on the Roots Lauren bag.

• The Globe and Mail, Aug. 25. Spotlight on the Roots Norbie bag featured in ‘Fall’s Top 10’ section.

• Hello!, Aug. 20. David Beckham spotted at the Roots flagship store on Bloor St.

6 • The Source

KOREA GETS IN TOUCH WITH ITS ROOTS More locations open as part of on-going expansion in Asia

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n the heels of recent openings in China, Roots has inaugurated eight stores in neighbouring South Korea since August, including the Kyehwa flagship store and Myeungdong locales.

Always a cause for celebration, special events were staged at freshly opened Roots throughout the country, attracting hundreds of people and the Korean media.

In Kyehwa, a large outdoor stage was erected where musicians performed as guests

Don Green, (far right), at store opening

enjoyed organic food and beverages.

Inside, a DJ spun music as visitors got their name stenciled on Roots ecofriendly T-shirts.

People were invited to put green tips on the ceremonial “eco tree,” which greeted them at the entrance.

Roots CoFounder Don Green was on hand for the inaugural ribbon-cutting ceremony in Myeungdong, where he helped introduce the brand to the public and gave his own ecotip for the tree. Senior executives from Li & Fung (Roots partners in Asia), diplomats from the Canadian Consulate and local journalists were also present at the festivities.

Later this month, more stores are scheduled to open in Malaysia and Singapore. In the next issue of The Source, look for coverage of the new flagship store in Beijing that was officially inaugurated in late September.

STREET PRESENCE Live models get animated in Centre-ville’s windows

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n late September, the Centreville location in downtown Montreal and Club Sportiff teamed up for the third consecutive year to promote a healthy lifestyle and physical fitness.

Over a five-day period, instructors from the fitness club (clad in Roots Yoga apparel) performed two-hour choreographed demonstrations in the store window, showcasing moves from many of the courses offered at their gym.

Proving that exercise can be fun as well as beneficial to your health, the trainers provided an eyecatching display of dancing, trampolining, pilates, yoga and free weights, as well as core strengthening and sports conditioning. Curious passersby were treated to free trial passes to the fitness club.

“We have a great relationship with Club Sportiff,” says Aran Pamplona, Store Manager.

“Roots shares the same views on healthy living and so it makes sense to partner up, promote each other and get Montreal to notice. We really had a great time producing a traffic-stopping event.”

Issue 76 - October 2007

ROOTS HAS SOUL Release of third compilation CD offers a great selection of timeless songs

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oots has always been about a lot more than apparel and accessories.

The latest case in point is The Roots of Soul Revue, an 18-track custom designed CD which arrived in stores in late September.

The third installment in the popular “Roots of…” series, the Revue boasts tracks from such soulful icons as James Brown, Otis Redding, Curtis Mayfield, Aretha Franklin and Jackie Wilson.

Long-time friend of Roots, actor/comedian Dan Aykroyd, a true soul man himself, provides the intro and outro to the collection of timeless songs which include: I Got You (I Feel Good); Respect; (Sittin’ On) The Dock of the Bay; Let’s Stay

Together; and Keep On Keeping On. Produced by Roots CoFounder Michael Budman, with the help of Musical Director Davin Bujalski in conjunction with Universal Music, the songs featured on the Revue could be considered part of the unofficial soundtrack to the inception of Roots.

Growing up in the Motown era in Detroit, the music that inspired Michael and fellow CoFounder Don Green had a strong impact and influenced

Roots culture as a whole.

“The Roots of Soul Revue is the perfect music mix,” says Davin.

“The music will always be in style. It’s that good old soul,

EXTREME MAKEOVER, DISNEY EDITION

classic and timeless, just like Roots.”

Senior Art Director Ilich Mejia designed the cover jacket and inside booklet for the CD with liner notes written by Grammy Award-winning ethnomusicologist Rob Bowman who also wrote the liner notes for the two previous “Roots of...” CDs. The new album retails for $12.99 and is now available at all stores across Canada.

Launched in late 2005, the “Roots of…” series began with the Roots of Motown, followed by the Roots of Reggae in the summer of 2006. Due to the popularity of the first two albums, a boxed set of the entire series will be available in time for Christmas.

STAYING POWER

New version of film joins Roots at Canada pavilion at Epcot Centre

Saluting those who go the distance

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oots has been a fixture at Disney’s Epcot Center in Orlando, Florida since 1999. The Center’s 11-country World Showcase includes a Canadian pavilion with a log cabin boutique selling Roots products as a well-known national symbol.

While Roots has played a positive role in representing the country’s image at the popular theme park, other elements on view have proven less appealing.

Until recently, the Canadian exhibit included a controversial

film entitled O Canada!

With Mounties and lumberjacks figuring prominently in the film, critics said it presented a largely stereotypical view of Canada. The Canadian Tourism Commission (CTC) has long argued that O Canada!, made in 1979, perpetuates a false picture of the

Entrance to Canada Pavilion at Epcot Center Issue 76 - October 2007

country filled with hokey cliches.

In response, Disney recently agreed to overhaul the film to better reflect contemporary Canadian life. The new, improved version will Martin Short offer a wittier, more up-todate look at the country, with comedian and longtime friend of Roots, Martin Short, as the narrator. The CTC is confident that the new 14-minute video will strengthen the country’s image at this high traffic tourist destination and will better complement the pavilion’s existing Canadian features.

The film, which was produced in partnership with the CTC, will open at the Canadian pavilion on October 5.

ecently, many Roots employees marked major anniversaries of their time at the company. By ‘major,’ we mean benchmark achievements as in 5, 10, 15, 20, 25 and 30 years spent at Roots.

We invite anyone celebrating such an anniversary to send the relevant information to The Source.

Congratulations to the following employees for their significant contribution and enduring loyalty to Roots: (listed by seniority) • Lee Moderate, Administrative Manager, Wholesale, Head Office, 10 years • Katherine Gonzales, Sales Associate, Erin Mills Town Centre, Mississauga, ON, 5 years • Rawatti Persaud, Picker Packer, Distribution Centre, Toronto, 5 years • Laurine Shaw, Keyholder, Heartland Town Centre, Mississauga, ON, 5 years • Qinglin (Quinn) Song, Material Handler, Distribution Centre, Toronto, 5 years • Rosanna Xu, Keyholder, Grandview Outlet, Vancouver, BC, 5 years The Source • 7

TAKING WINDOW SHOPPING TO A NEW LEVEL Roots launches first-ever interactive display in Toronto

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he Roots flagship store in Toronto is currently the site of a pilot project that tests consumer reaction to interactive technology. Launched during last month’s Toronto International Film Festival and located in the store’s front window, the flat touch screen features vivid graphics and eyecatching video. It allows passersby to browse and order Roots products 24 hours a day.

In addition to its innovative nature, the project is part of a larger ecofriendly initiative. Working with Zerofootprint, an environmental organization, Roots is using the technology to further its carbon-offset program.

Touch screen users are invited

E-Commerce, Digital Marketing and New Media. “Our aim is to reduce our carbon footprint by doing more advertising digitally rather than through print vehicles, and part of that is building an extensive customer email list and getting to know the people on it.”

This project helps Roots create new customer relationships and strengthen existing ones. It also serves to engage consumers by giving them the opportunity to interact with the brand. The experimental display is scheduled to be in place until mid-October.

Interactive touch screen display allows 24-hour access to Roots.com

to join the “Roots Insider” email list and for every person who joins, Roots offsets the equivalent amount of carbon dioxide emitted by a 50-km drive, the average distance a

customer travels to get to a store.

“As a company, we’re trying more and more initiatives that are greener in focus,” says James Connell, Director,

UNITED FOR PERU Roots employee Miguel Gomez-Arbocco helps out a worthy cause

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n mid-summer, a major earthquake hit the coast of Peru, leaving hundreds of people dead and thousands without shelter. Adding to the misery, the country’s deadliest earthquake in more than 35 years coincided with the coldest winter in its history.

The tragedy prompted people around the world to help,

Miguel with his wife Violeta 8 • The Source

including Miguel GomezArbocco, Printing Manager at the Head Office. Among his actions, he helped in the setup of a benefit concert in Toronto in late August that raised funds for relief efforts in Peru.

At the concert, Miguel was involved in selling goods, collecting donations, helping set up for the performances, baking goods and packing boxes of clothing to be shipped to the victims in Peru.

Roots also helped in its own way by donating more than 100 boxes for the cause which was overseen

by Bob Baker, Director of the Distribution Centre.

“For me, it’s not simply a humanitarian cause,” says Miguel. “I

MOMENTS THAT MATTER Big developments in the life of Roots staff • Debbie Barnes, Store Manager at Robson Kids in Vancouver, married Sean Scallion September 1 in the Kootenay mountains of British Columbia.

The Pan-American Highway

was born in Peru and the suffering of its people hurts me deeply. It’s impossible to fully quantify the extent of the damage. Entire villages have disappeared. We have to get together and help the ones that have the least. This is an ongoing effort and without the generosity of the donors, nothing will be possible. Any donation will be much appreciated.”

For more information, visit http://www.unidos-porperu.com/index.html.

James and Roanne McCready

• Roanne Camagay, Retail Operations Coordinator at Head Office, wed James McCready in Markham, ON, August 18.

Hearty congratulations to all of the above for these great moments in their lives.

• Please send us details of similar good news and we’ll be happy to publish it in The Source (email:rsarner@roots.com) Issue 76 - October 2007

GUESS WHO JUST DROPPED IN Taking attendance of special guests at Roots stores

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break at the Roots Brenda Preston. elebrities have long made Lounge.

Star of the Beatles a point of shopping at Actor Aaron inspired movie Roots. Here are the latest Eckhart (Thank musical Across the sightings of prominent figures You For Smoking) Universe, Evan from the world of entertainment checked out the Rachel Wood and sports who visited Roots bustling scene and stopped by the store, stores recently: • 100 Bloor St., Toronto – the leather bags especially appreciatEnglish rock band The Arctic before being ing the Roots Flat Monkeys dropped interBags. in for a drink at the viewed by • BCE Place, Roots Lounge.

American Toronto – Best Aaron Eckhart at Bloor known for her role Don Cheadle, star Movie of Hotel Rwanda Channel. on ABC’s Family Matters and Ocean’s Pittsburgh star Jeff sitcom, actor Telma Hopkins Thirteen stopped Goldblum dropped by sang along to Roots Radio as by the store while the flagship location she checked out the new filming an interrecently. menswear line.

Don Cheadle view for eTalk Rapper Wyclef Jean • Robson St., Vancouver – Daily. visited the second-floor lounge While in town filming the Stephen Dorff, actor and star of and after being outfitted with sequel to the action-thriller The the upcoming thriller The Roots gear he treated passersby Art of War, Wesley Snipes Passage (which was shown at to an impromptu yoga session. shopped at the store picking up the Toronto Film Not to be outdone, a black Village Pack. The next Festival) visited SpongeBob Squarepants day, his stunt double dropped in the Roots posed for pictures and purchased Lounge. with customers the same bag.

Actors Michael and One Week Performing with Douglas and his Job’s Sean Justin wife Catherine Aiken.

Timberlake’s Zeta-Jones met Canadian country Justified Tour, R up with Roots star Shania & B singer Spongebob and Sean Aiken Co-Founder Twain dropped Denosh visited Michael by the flagship store, the store and went on a spree Stephen Dorff Budman and checking out the new fall picking up the Lauren tote in Canadian music merchandise and posed for black patent leather, a Caprice icon Robbie Robertson for a a picture with Store Manager long hoody, Varsity sweatpants,

Evan Rachel Wood, Raymond Perkins

Arctic Monkeys with Alex Budman (2nd from right), R. Perkins (2nd from left)

Roots Original sweatpants, Cara peaked beanie, Skyline watch, Rita cardigan, two destroyed tees and an all-weather athletic bag.

• Beverly Hills, California – Country singer Dwight Yoakam shopped at the store.

Shania Twain (right), Brenda Preston

GREAT MOMENTS IN RETAIL

ON THE MOVE

Spotlighting the top performing stores in August

New appointments and promotions at Roots

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s this issue of The Source went to press, the final sales figures for stores in Canada and the Unites States in September were not yet in but the performance of moststores in August was to be commended.

Staff from Kingston Roots Issue 76 - October 2007

Topping the pack in terms of company stores was the Kingston, Ontario location that captured the Store of the Month honours, beating its sales target by 143 percent.

As for the Roots 73/Outlet

Brossard Outlet

category, the Brossard, Quebec store took first place with a score of 231 percent over its sales budget.

Congratulations to Manager Emma Bury of the Kingston store and Nataly Keroack, Manager of the Brossard outlet, along with their respective teams, for their winning performances in going above and beyond their objectives.

Likewise, hats off also to all the other stores that met or surpassed their sales targets in August.

• Jolene Andrews promoted to Assistant Store Manager at Jackson Square, Hamilton, ON. • Gwen Darling promoted to Store Manager at Jackson Square, Hamilton, ON. • Ashley Kendall promoted to Assistant Store Manager at Conestoga Mall, Waterloo, ON. • Antra Reimanis appointed to Assistant Store Manager at Burlington Mapleview Centre, Burlington, ON. • Cheryl Somek appointed to Store Manager at New Sudbury Centre, Sudbury, ON. The Source • 9

ACROSS THE UNIVERSE Roots.com shipping goes international

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ith new flagship stores opening worldwide bringing Roots to an ever-growing market, the company’s online retailing division of Roots is expanding its reach as well.

In early September, after a summer of hard work, the website was upgraded to include orders from international customers.

Before this, there was no official way of sending items outside of Canada and the United States. Organized by James Connell, Director of ECommerce, Digital Marketing and New Media, purchases can now be shipped worldwide.

Within hours of launching the service, the first order was received from Australia and was quickly followed by Finland, France, Japan and an overwhelming number from the United Kingdom.

All products intended for overseas are shipped from the

Roots warehouse in Memphis, Tennessee, are then forwarded to a logistics provider in California where they are sent to the customer. Courier and shipping fees depend on the service designated (express or standard) and geographic location of the shopper.

Partnered with LA-based outsourcing company PFSweb, the online expansion further enhances the Roots brand and gives foreign customers access to merchandise no matter where they live.

This initiative comes just ahead of the introduction of new features and content to be added to Roots.com this month. In addition, a Google-based campaign will target the UK, Australia, New Zealand, Germany and France (the countries with the most online traffic to the site, outside Asia) which will increase the number of times the key word of ‘Roots’ with links to the website will come up during online searches.

WILD KINGDOM OF ROOTS Aspen store gets some surprise visitors

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ature and wildlife have always been linked to Roots. This was particularly evident at the Aspen, Colorado store in late September. One afternoon, Manager Peggy McCafferty and staff noticed a mother black bear and her two cubs eating and sleeping in the crab apple trees outside the store.

This isn’t the first time bears had migrated into the town from the nearby mountainside. Aspen has had a drought for the last five years and coupled with a late winter storm in May, the mountain berry crop (a staple for the bears) had been completely wiped out.

In search of food, the bear family roamed afar, causing quite a spectacle in town.

Luckily, the animals were timid and the Aspen police were able to cordon off areas where they could feed unencumbered by the public.

“It may be fascinating and fun to have these bears up close and personal,” says Peggy.

“But it’s also unfortunate that they must come down to the town to feed because their environment can’t sustain them.”

Shortly after Keyholder Cynthia Jankowski took these pictures, the Colorado Division of Wildlife relocated the family to the back country in the Aspen wilderness.

YUMMY MUMMIES IN ROOTS Erica Ehm launches viral marketing contest for modern mothers

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ne of Canada’s more recognizable media figures and the first female MuchMusic host, Erica Ehm, is helping women everywhere celebrate motherhood with the online launch of her Yummiest Mummy Contest sponsored by Roots.

Using a user-generated online video community akin to Youtube, contestants must upload a video based on the specific theme of the sponsored round and explain why they are so “yummy.” Five moms will be chosen each round based on who receives the most online votes.

10 • The Source

The Grand Prize winner will be selected by a combination of the most accumulated votes throughout the six rounds and by the “Mummy Mafia” (a judging panel consisting of representatives from WeeWelcome.ca, UrbanMoms.ca, MommyClub.ca, SavvyMom.ca, ConnectMoms.com and FunnyMummy.ca) The Yummiest Mummies of Round 5 (running from November 26 to December 9) will each win a $250-shopping spree courtesy of Roots. Be sure to check out the link to the contest featured on Roots.com at this time. The Grand Prize winner will also receive

Erica Ehm

25,000 Airmiles Reward Miles, enough for a getaway for two.

“Mothers today work too hard,” says Erica. “Forget CEO, this is the hardest job in the world. A true Yummy Mummy struggles to find the impossible balance between being a mother, a wife and a professional.”

The contest, which began in early September, celebrates motherhood and runs until late December.

Yummiestmummy.com is an interactive venue for mothers looking for advice on anything from healthy eating tips to literary reviews.

Issue 76 - October 2007

MUSICAL ROOTS

THE ROOTS TOP 10

This month we spotlight Barbados-bred singer Rihanna

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orn in 1988 in Barbados, Robyn Rihanna Fenty always exhibited a special quality, winning beauty and talent contests as a young child.

Living in the West Indies, however, she never expected the sort of international stardom she would later attain.

It came courtesy of a fateful meeting with a New York music producer vacationing in Barbados with his wife, a native of the island. When someone turned Evan Rogers on to Rihanna, he offered her an opportunity to record music after he recognized her talent and potential. Soon enough, Rihanna recorded some demos that sparked the interest of newly appointed Def Jam president Shawn “Jay-Z” Carter.

This led to an audition and a

contract with Def Jam. Come summer 2005, Def Jam released “Pon de Replay,” the lead single of Music of the Sun, which featured synthesized Caribbean rhythms and beats with urban-pop songwriting.

“Pon de Replay” caught fire, reaching number two on The Billboard Hot 100. The album spawned another hit, “If It’s Lovin’ That You Want,” which broke the Top 40. Rihanna’s follow-up album, A Girl Like Me,

was a bigger success, with three major hits: a charttopper (“S.O.S.”) and two Top Tens (“Unfaithful,” “Break It Off”).

Rihanna’s third album, Good Girl Gone Bad (2007), continued her success but with a dance-pop change of direction. Collaborators included Jay-Z, Ne-Yo, Timbaland, and StarGate. The lead single, “Umbrella,” shot to number one and, for the third year in a row, was a potential

A guide to the sounds of Roots for October 1. Roots Is The Future, Davin and The Voyce 2. Get Ready, Fergie and The Temptations 3. Shut Up & Drive, Rihanna 4. No One, Alicia Keys 5. 1973, James Blunt 6. Good Life, Kanye West Feat. T-Pain 7. Look Good In Leather, Cody Chesnutt 8. 1, 2, 3, 4, Feist 9. Do It (Remix), Nelly Furtado Feat. Missy Elliot 10. She’s Royal, Taurus Riley - Compiled by Davin Bujalski

“song of the summer.” It showed that Rihanna has become one of the biggest singles artists of the decade.

- Davin Bujalski - Listen to Roots Radio to hear Rihanna’s music. To learn more her, visit www.rihannanow.com

THE JOURNEY CONTINUES

IN THE BAG

Roots the latest port of call for peripatetic job researcher

Roots helps commemorate 2007 Genesis reunion tour

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or five days in careers. “My goal is mid-September, to gain a better Roots hosted an understanding of enterprising young what my ideal man as a part of his career would look yearlong project that like,” says Sean, 25. entails working at a “After I got my different company business degree, I each week. For week promised myself 25 of his nationwide that I would not quest, Sean Aiken settle for a career was invited to take that I’m not truly part in Roots activipassionate Sean Aiken (right) with Wyclef Jean at the flagship store ties at the Toronto about. I want to International inspire many others of Virgin Music Festival on the Film Festival. Most of the time my generation in similar Toronto Island as a part of the he was based at the Roots situations to commit to going Roots involvement in the Flick flagship on Bloor Street, giving after their passions.”

Off environmental campaign him red carpet access to starSince he began his quest which was present at the event. studded visits and events. All last winter, Sean has worked Instead of paying Sean for the while, he and his cameraacross Canada in various onehis work, Roots made a donation man Ian MacKenzie filmed week stints, including being a to the Make Poverty History material for his video blogs on snowshoe guide in Mount campaign, in keeping with his his website Seymour, BC; teaching yoga in request of all his temporary (www.oneweekjob.com).

Edmonton; working as a tattoo employers to donate to charity in In addition to covering parlour assistant in Toronto and lieu of wages. events and interviewing tending bar in Halifax.

HighOriginally from Port Moody, celebrities at the store, Sean lights from Sean’s week at British Columbia, Sean emtoured the Roots leather Roots can also be found at barked on this 52-week journey factory and visited the Head roots.com, under About Us/ to pursue his interests and Office. He also attended the TIFF blog. explore different possible Issue 76 - October 2007

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ith some 150 million albums sold worldwide, members of the English progressive-rock band Genesis have reunited nearly 40 years after initially forming.

The Turn It On Again tour began this past summer and sees the trio of Tony Banks, Phil Collins and Mike Rutherford performing across North America and Europe.

Concert Promotions International (CPI) commissioned Roots to produce 205 custom-made black leather Athletic bags bearing the Genesis logo, which were given to crewmembers and VIPs on the North American leg of the tour.

The order was facilitated by David Jackson in the Businessto-Business Department, and made at the state-of-the-art leather factory in Toronto.

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GREEN TIP #41 Easy ways to help the environment

FROM THE GROUNDUP:

STARTING LINEUP Introducing the people who make it happen at Roots stores

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s 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 Park City store in Utah. Back row (from left to right): Matt Ford, Amanda Meier, Nicole Kimball. Middle row: Erin Cummings, Ashley Goodwin, Brandy Davis. Front row: Steve Cummings

SPEAK TO MY AGENT The littlest customers show their Roots

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egular readers of The Source know that early this year, we launched this feature to showcase photos of children wearing Roots. It grew out of the fact that we often receive unsolicited photos from customers who want to share with us pictures of their

children, cousins, nieces, nephews, grandchildren, or even pets wearing Roots and asking if they could be in a future advertising campaign for the brand.

Everyone is welcome to submit their favourite shots to The Source 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 and a sentence stating that you agree for the photos to be used in The Source.

You may not know about geothermal energy, but it is right there in your backyard. It’s the most environmentally benign method of “space conditioning”.

Instead of relying on electricity or fossil fuels to heat or cool your home, geothermal heating uses the solar energy in the earth.

Soil and near-surface rocks have an almost constant temperature from geothermal heating. By installing a system of underground pipes under your backyard, a geothermal system uses water to transfer heat. In winter, geothermal heat pumps draw on earth heat to warm the house, and in summer they transfer heat from the house to the earth. They provide one of the most efficient and therefore least polluting - heating, cooling and water-heating systems available.

- (Source: Green Tips - How to Save Money and the Planet, published by Green Living Enterprises)

HEALTH TIP #38 Easy ways to stay healthy

FILL UP WITH SOUP: Obesity has become epidemic throughout the industrialized world. As a result, the rates of heart disease, stroke, cancer, and diabetes are rising with alarming speed. One simple dietary change can cut your risk of being counted in the premature death statistics — eat soup at least once a day. A nutritious soup that is low in salt rehydrates as it nourishes and flushes waste from the body.

Bottom line: people who eat one or more bowls of soup each day lose more weight than those who eat the same number of calories but don’t eat soup.

Homemade is best, as canned soups are loaded with salt and chemicals.

Ashley Toy, 10 months, Lisle, Illinois

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- (Source: Secrets of Longevity, by Dr. Maoshing Ni) Issue 76 - October 2007

NEW & NOTEWORTHY A guide to just-launched Roots products

WINTER SIZZLE New fleece style launches in a rainbow of colours

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ust in time for the new Fall/ Winter ‘07 line, the new Caprice Hoody is the talk of the town. Created by Associate Women’s Wear Designer Joanne Joseph, this is the first time a fleece style has ever been offered in such a variety of colours (nine in all).

Made of a blend of sueded cotton polyester fleece, the vintage wash applied to the garment leaves it with an extremely soft and luxurious hand. The cut is of a longer length, reaching the hip of the average woman and resulting in a flattering silhouette. In the

English mustard mix, coral sunset mix, indigo mix, winter raspberry mix, T-bar grey, salt and pepper, and black.

The Caprice hoody is available now in all stores with a varying selection of shades at different locations.

Sizes: XSXL; Retail price: $78

colder months, the Caprice will be a great layering piece.

Other features include the double-layered scuba hood, which zips up higher than a regular hood allowing for more protection from the elements.

Spacious front pockets allow for quick access to frequently used items. A two-way center front zipper and thumb holes on the cuff for added warmth are other popular features.

The graphic detailing is simple and clean with a Roots flocked beaver on the left chest in vintage white. Colours offered are: retro red mix, jade mix,

CARRY-ALLS OFFER PORTABLE STYLE IN PRAISE OF WARM COMFORT This fall offers stylish alternatives to backpacks

New menswear items take the chill out of fall

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he new autumn carry-alls by Senior Accessories Designer Lynne Morris are modern designs inspired by vintage athletic bags of the 1970s.

Fashionable yet practical, these pieces transition perfectly from the classroom to the gym. A selection of bags in varied colours are now available across all stores.

The AllWeather Athletic Bag (pictured) is a smaller shaped design in plain black and vintage white and black with the beaver logo featured as a subtle metal plate. The interior reveals several interior pockets as well as a separate wet/dry bag. The shoulder strap is detachable and comes generously padded.

Retail price: $68 The Heritage Athletic Purse is the largest of the collection.

Adorned with the same logo as the Women’s Heritage Athletic Hoody, the vinyl bag comes equipped with interior pockets Issue 76 - October 2007

with a separate zipped compartment for wet items in addition to a water bottle holder on the side.

The handles are padded for comfort and are long enough to be easily worn over a coat.

Retail price: $68 The Retro Tennis Bag was inspired from a vintage flea market find. With a versatile square form, this item is much narrower and lighter than the other pieces in the collection. The outside zip pocket allows ample room for a racket or schoolbooks. As with all items in this line, the interior reveals numerous pockets and the exterior features comfortably padded handles.

Retail price: $68 The Retro Sport Purse is a streamlined version of the vintage tennis bag with intricate embroidery on the front logo.

Reminiscent of the entire 70sinspired line, it is designed with plenty of interior pockets and padded handles for relief during extended wear.

Retail price: $68

ith autumn now officially here, it’s time to start bundling up in clothing that is comfortable as well as warm.

The menswear team has created new versatile outerwear that’s sure to be carried over to winter.

The layering vest is a highly technical piece to be worn either as a second item under a waterproof shell jacket or on its own for crisp fall days. It’s made of 95% down fill, with a slim fit allowing for optimum layering with a maximum range of motion. Secure zippered pockets are featured at the front of the garment with a zip pocket on the interior.

For additional warmth, the 95% down fill layering jacket offers extra coverage for the arms. Much like the vest, the slim cut allows for a wide range of movement while still being light enough to wear underneath a shell jacket. Front zippered pockets provide secure storage of valuables and gloves with an additional pocket inside.

The items are ideal for

traveling as they can be easily folded up into the interior mesh zip pocket taking up minimal space. Both garments are available in black at most stores in Canada and the US. Sizes: S-XXL Retail price: Vest - $120; Jacket - $198

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Issue 76 - October 2007