January 2008 by Roots Canada

A window into the world of Roots

Issue 79 - January 2008

• SPECIAL YEAR-END ISSUE •

Issue 79 • January 2008

The Source • 1

This special year-end issue spotlights some of the major highlights at Roots from the past 12 months from special events to product innovations.

BLOOR STREET ENTERTAINS WITH GOOD REASON Roots store hosts high-profile charity dinner THE PLACE TO MINGLE Bloor location puts on gala event for men’s lifestyle website MAKING A DIFFERENCE The elderly reconnect with their Roots EAST COAST HOLIDAYS Nova Scotia stores prove they know how to throw a party GRAPHIC HOODIES SPRING INTO STORES Invisible pocket makes for noticeable style WOOL WARMS THIS WINTER Alpaca fleece joins Roots outdoor accessories

Departments FINE PRINT GUESS WHO JUST DROPPED IN GREAT MOMENTS IN RETAIL MOMENTS THAT MATTER GREEN TIPS HEALTH TIPS STAYING POWER

Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant CARLY ANDERSON Interns KASI BRUNO LAURA TSCHERNOW 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

PHOTO BY DON STANDFIELD

I N S I D E I S S U E 79

SPECIAL DELIVERY A selection of recent letters from the world of Roots MAKING THE CALL Following my recent experience in your Roots Kids store in Vancouver, I wanted to send you a letter to commend one of your employees there. Her name is Debbie Barnes. During my visit to the store, I was looking at the variety of products you have when I spotted your leather bags. I tried on a couple of them for size and found the Midtown Bag was ideal and the Long Beach “Tobasco” leather would be the perfect colour. Debbie offered to check if any of your other stores had any such bags left in stock. A couple of days later, Debbie advised me by phone that the Midtown Bag was never made in tobasco but that she had spoken with your factory in Toronto and they said they could make me one. I really appreciated her taking the initiative, making that additional call, going the extra distance and having it specially made for me. The bag is wonderful. I’ve already had compliments on it and I love it. Sherry Caves Vancouver

WHAT IT’S ALL ABOUT I would like to tell you how pleased I was with the service I received at the Roots store at Market Mall in Calgary during a recent visit there.

I was looking for a gift for my boyfriend, and I knew it would be hard to find. I was after a hoody that was exclusive to your store in Mt. Tremblant, Quebec. Christina Hardie, the employee at the Market Mall store, checked all the catalogues, the website, and finally contacted the store in Mt. Tremblant and succeeded in getting the hoodies for me. Christina went beyond what a normal sales associate in most other retail businesses would do to help me get the perfect gift. Thank you again for such excellent service. Taylor Atkins Calgary

GIVING IS RECEIVING This year, I learned what Christmas is really about. And I’m 28, so this has been a lesson long overdue. Let me explain. In mid-December, my team and I at the Roots store in Burnaby, BC decided to adopt a family for the Christmas holiday. I always knew there were people less fortunate than me out there but I suppose I was a bit naive as to just how less fortunate they are. I grew up never knowing what it meant to go without and believing that most others grew up more or less the same as me. When we adopted our family this year, I was not expecting it to change me as a person. However, I believe it did.

On a recent Sunday evening, we showed up at the home of our adopted family with a trunk full of food, gifts and Christmas dinnerware. When we pulled into the driveway, we saw four eyes peering through the blinds in a bedroom window on the second floor of a small home. We hoped we had the right place. We all grabbed stuff and headed towards the front door. We immediately knew we had the right house as the mother (Sophie) of our adopted family was standing at the door crying. It took four of us three trips to the car to get all the stuff inside. On the last trip inside, Sophie looked at me and said: “There are angels in my house” with tears streaming down her face and her three kids standing behind her. There were lots of hugs and tears shared between our adopted family and four staff members from the Roots store in the Metrotown Mall on that evening. And I emerged a changed person with a new appreciation for all that I have. Leanne Green, Store Manager Burnaby, 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! The next issue of The Source (Number 80) will appear at the end of January.

THE BEST OF 2007 Taking stock of many of the major highlights at Roots over the past 12 months

s regular readers of The Source see in every issue, there’s always a lot happening in the world of Roots. Indeed, few companies can rival Roots when it comes to initiating such a volume and variety of events, promotions, community support actions and other special projects, to say nothing of the many innovations in products and design that Roots is known for. As we get set to embark on 2008, we are presenting a glimpse back at the year that just was. We have put together a selection of highlights of 2007, presenting them in chronological order. Although it is by no means exhaustive, the following pages will give you a sense of a typical year in the life of Roots.

WARMING UP WINTER

oots designers kicked off 2007 in a bold, eye-catching manner. With a refreshing twist for the new year, ‘The Future Looks Bright’ campaign featured a vibrant rainbow of coloured

polos, T-shirts, sweats and leather bags with optimistic environmental and pro-peace sentiments. The response from customers was extremely positive, reflected in the strong sales figures. This collection also marked the introduction of informative hangtags (which include details on a product’s features and benefits, styling aspects and fit) designed to help customers make more educated purchases.

J A N U A R Y

WENDY’S YEAR IN HOLLYWOOD

os Angeles-based Roots representative Wendy Goodman was particularly busy this year nailing down orders throughout all of Hollywood. In 2007, producers ordered custom-designed products for countless movies and television shows. In most cases, the items --ranging from leather goods to apparel --were used as gifts for cast and crew. Clients included: The Sopranos, Veronica Mars, How I

or the fifth straight year, there was a distinctly Canadian presence at the Sundance Film Festival in Park City, Utah, the annual celebration of independent cinema. Much of the official merchandise for the popular event (including more than 12,000 long and short sleeve tees,

hoodies and toques) was designed and made by Roots. During the 10-day festival, private appointments at the local Park City store drew a who’s who of celebrities, where Roots

outfitted the likes of Michael Douglas, Gary Coleman, Justin Timberlake, Cuba Gooding Jr and Bono.

F E B R U A R Y

GOING FOR GOLD

and brought in wild animals to entertain the crowd. All proceeds were donated to CWF’s climate program aimed at reducing the startling affects of global warming in the Arctic.

Mary Jane Saliba, Senior Product Coordinator in the Business-toBusiness Department at Head Office.

FRONT AND CENTER AT SUNDANCE

FOR THE BEARS rue to its environmental values and love of nature, Roots stores in major cities across the country teamed up with the Canadian Wildlife Federation (CWF) to raise awareness for an endangered species. Toronto, Montreal and Vancouver locations welcomed representatives from CWF for Polar Bear Day, where they handed out pamphlets

Met Your Mother, The Good Shepherd, Spiderman 3. All orders were executed in Toronto by

lways one to support Canadian athletes, Roots designed the official gear for Team Canada at the 16th Winter Deaflympics in Salt Lake City in February. The 100-member squad was outfitted with Team

Canada brimmed toques, scarves, bags and stylish men’s and women’s tracksuits. The elite team of deaf athletes competed in traditional winter Olympic sports such as alpine and crosscountry skiing, snowboarding, ice hockey and curling. David Jackson, Account Manager in the Business-to-

Business Department and Ling Chow, Special Projects Manager, oversaw the collaboration with the team. All products were made and designed in Canada.

F E B R U A R Y

RINGING IN THE CHINESE NEW YEAR WITH STYLE

ebruary 18 marked Chinese New Year and the beginning of the Year of the Pig. To celebrate the holiday and the Roots theme of ‘Good Luck and Good Fortune,’ select stores featured the popular Chinese Prosperity Pouch. Available in Prince leather in bright China red (a traditionally lucky colour), the symbol for prosperity was embroidered on the front pocket. Made in the Roots leather factory in Toronto, the pouch was extremely well received.

THE PUCK STOPS HERE

ebruary marked the beginning of what could become a longstanding tradition at Roots. The first annual 3on-3 charity hockey tournament took place at Budman Gardens, the outdoor rink at the Toronto home of CoFounder Michael Budman and his wife Diane Bald. Members of the Stanley Cup Champion Edmonton Oilers of the 1980s were the star

attraction of the threeteam event, where they defeated Team Roots and Team Salomon. More than 150 people attended the event that raised more than $25,000 for the environmental organization Waterkeeper Alliance and its Lake Ontario project. Those in attendance

included film director Norman Jewison, environmentalist David Suzuki, Blue Rodeo’s Jim Cuddy, The Tragically Hip’s Gord Downie and R & B singer Voyce (who sang O Canada).

M A R C H

LOTS OF LAUGHS

ROOTS RENOVATIONS

or the fourth straight year, Roots was the official sponsor and merchandiser for the US Comedy Arts Festival in Aspen, Colorado in early March. Event staff and volunteers were outfitted with Roots apparel. Custom-made gifts for VIP guests were also

produced by Roots. The official festival T-shirts, hats and accessories were available at the event and at the nearby Roots store in Aspen. The five-day festival presents cutting-edge new talent to the entertainment industry and features some of the

biggest names in comedy at the height of ski season.

RUSSELL TRUE TO CANADA

ith a tight timeframe of only a few weeks, five Roots locations throughout Quebec, New Brunswick and Ontario were opened after major renovation or new construction. More than 15,000 square feet of space had to be de-

signed, planned, built and ultimately staffed and stocked with merchandise. In accordance with its eco-friendly principles, special care was taken to use bamboo flooring, energy efficient, low voltage lighting and organic, non-toxic paints.

WOMEN’S PANTS TAKE OFF

n February, a preliminary shipment of Roots Original Cropped Pants hit stores to test customers reactions to the new design. They proved to be a huge success across the board. Made from a 4 • The Source

cotton-polyester sueded fleece blend with an additional vintage garment wash and silicon finish, the cozy bottoms became a staple of summer and were available in a rainbow of colours.

ctor and long-time fan of the brand, Russell Crowe was spotted in March by Us Magazine wearing a Roots Full-Zip hoody designed by himself and coordinated by David Jackson from the Business-to-Business Department. The Academy Award winner began working with Roots in 2006 to produce personalized apparel for his

movie Cinderella Man. Later in the year, Russell added a new dimension to his involve-

ment with the brand, in connection with his rugby team the South Sydney Rabbitohs. The latest order of personalized items included Full Zip Hoodys and Poorboy Caps for the Australian team. The products received much media exposure as they appeared in a documentary film about the team.

THE NEW CENTREVILLE

fter various renovations, the Roots flagship store in Quebec, known as Centreville, opened in downtown Montreal on Ste. Catherine Street West next to its original location. At 5,300 square feet, it is the largest Roots store east of Toronto. In line with

sustainable store building practices, the renovation incorporated the use of bamboo in flooring, shelving and cabinetry, reclaimed wood, drinking fountains using reverse osmosis water, onsite recycling, energy efficient

lighting and organic paints.

Issue 79 -January 2008

LIKE FATHER, A LIKE SON THE NATURE OF ROOTS

n late April, the Flick Off environmental campaign was launched as an initiative designed to educate Canadians about global warming and motivate them to make a difference. Given the long time environmental heritage of

howing how the same great style can look good on both adults and children, the Roots 73 polo T-shirt campaign hit stores in March. Shot by Senior Art Director Ilich Mejia and styled by Senior Visual Merchant Peter Paquette, the instore posters and window displays attracted much positive attention, fuelling an increase in the sale of polos for all ages.

P R I L

Roots, it was no surprise that it got involved making and selling a line of stylish organic cotton Flick Off T-shirts in stores across Canada (a portion of the proceeds went back into the campaign). The Flick Off initiative was a joint effort by

Roots, Virgin Mobile, Much Music, Environmental Defence and the Province of Ontario. To help drive the promotion, a special ad campaign was created, that despite (or due to) its controversy, proved highly effective.

STEPPING UP PRODUCTION

s part of its ongoing commitment to the environment, Roots got involved with organically grown cotton in the late

1980s. The Organics collection that hit stores in early spring offers a wide assortment of ecofriendly garments for all

ages, combining the comfort and strength of ordinary cotton while minimizing the harm to humans and the earth.

Highly beneficial to children and babies, other new products in the collection included the ‘Demand’ short sleeve tee and the ‘Love Nature’ and ‘Nature’ short sleeve and cap T-shirt styles. Made of 100% organic cotton jersey, these items show the direction in which Roots will continue --high quality with ecologically sound processes.

M A Y

TEAMING UP

IN HONOUR OF THE GOVERNOR

n early May, Toronto’s Hospital for Sick Children and Roots teamed up to officially introduce a new line of attire for nurses. Designers collaborated with the health care workers to create stylish clothing which met the specific needs of their profession. The collection included T-shirts, polos, outerwear and bottoms. Inspired by Roots Yoga apparel, it was offered in five bright colours with child-friendly graphics. The launch received much media attention with positive reviews.

Issue 79 - January 2008

of CaliforM nArecognition Y

nia Governor Arnold Schwarzenegger’s environmental leadership, Roots saluted the former film star during his trade mission trip to Canada in late May. It was largely due to his environmental work that the Economic Club of Toronto presented the Governor with its 2007 Newsmaker of the

BIRTH IN RETAIL FAMILY

ven with locations opening worldwide in 2007, Roots continued expanding operations close to home as well. Modelled on the innovative Rosedale store in Toronto, the new West 4th site in Vancouver’s

Kitsilano district, opened in late May. Close to the beach, the 800-square foot store’s setting is intimate and eco-friendly. It was built only with sustainable building materials, organic paint and energy efficient lighting.

Year award. Roots CoFounder Michael Budman bestowed Mr. Schwarzenegger with a specially made Roots bag, tanned in an ecofriendly process. As part of an ad in the National Post, Roots paid tribute to the Governor for his environmental work and congratulated him on his latest award.

GOING FOR GOLD IN STYLE

eam Bermuda took home the gold in the style sweepstakes at the 2007 NatWest Island Games in Greece this year. The 250-person athletic delegation was

outfitted with tracksuits, baseball hats, camp hats, backpacks, shorts, Tshirts and polos custommade by Roots and worn throughout the competition. The Source • 5

M A Y

J U N E

REACHING NEW HEIGHTS

AN EVENING FOR A GOOD CAUSE

n mid-May, Roots helped kick off the 2007 Rethink Fashion Targets Breast Cancer campaign with a special event at the flagship Bloor Street store in Toronto. The evening of food, art, clothing and celebrities brought out more than 600 people. It also

marked the launch of the Fashion Targets Breast Cancer collection in exclusive Roots stores across Canada. The popular designs included T-shirts and tank tops for men and women. Proceeds from sales went to breast cancer research.

he Roots Yoga program spread its wings this year and launched several new initiatives. The collection became a freestanding wholesale line with focus primarily on the United States. The Friends of Roots Yoga and Athletics community was also

created as a forum for yoga and fitness enthusiasts to weigh in with feedback and suggestions about the apparel. Its continuing evolution includes the integration of more organic and sustainable fabrics and more product development for men.

MAKING CONTACT

n June, Roots joined the millions of people turning to the social networking website Facebook. As a way to communicate with staff and customers, two online groups were established by James Connell,

Director of E-Commerce, Digital Marketing and New Media. The Roots Insider Group is for

customers, while the Roots Canada Employee Group is for staff. The initiative received great reviews as it offers an innovative way to communicate promotions, special discounts and the latest happenings.

J U L Y

PRIVILEGED MEMBERS

ROOTS GOES UP NORTH

his year, the Western Hockey League welcomed a new team with a fabled past. The Edmonton Oil Kings are the fourth incarnation of the team to play out of Edmonton in the past 40 years. With its rebirth came a new logo and new clothing by Roots inspired by illustrious Canadian athletes of

yesteryear. Those joining the new Oil Kings Founders Club received an exclusive team jacket designed and handcrafted at the Roots state-of-the-art leather factory in Toronto. The project was coordinated by David Jackson in the Business-to-Business Department.

n honour of the launch of the heritage inspired Canada Collection created in tribute to the country’s 140th birthday, Algonquin Park and the Roots Bonita Lodge were the perfect backdrop to a scenic photoshoot. Alex Budman and Canadian

kayaking Olympic gold medalist Adam van Koeverden modelled the themed line which included cotton jersey shorts and T-shirts, tanks, sueded fleece hoodies and sweatpants. The popular garments came with small patriotic details including felt appliques and Canada Day crests. Launched in time for the Victoria Day long weekend, the collection proved to be very popular with customers.

THE SENSATION OF GOOD STYLE BARBADOS IN ROOTS

he island nation of Barbados headed to the 2007 PanAmerican Games in July in uniquely Canadian style. The 100person delegation was outfitted exclusively by Roots with patriotic athletic gear fashioned in 6 • The Source

blue, white and yellow, the colours of the Barbados flag. The line consisted of men’s and ladies polos, shorts, track jackets, travel jackets and pants. Accessories included duffle bags, village packs and baseball caps.

or the third year in a row, Roots participated in the annual Sensation Mode fashion and design festival in

Montreal. The five-day outdoor event put the spotlight on Quebecois and Canadian talent, strengthening Montreal’s

reputation as an international style centre. Roots showcased its upcoming fall collection along with leather bags and jackets. Issue 79 -January 2008

A U G U S T

THE MAKING OF A TOP BRAND

n August, Brand Finance Canada published Canada’s Most Valuable Brands 2007, a study of the country’s leading companies. Among the

BY SPECIAL ORDER

IP ticket holders for the North American leg of the reunion tour of The Police had a stylish place to store their memories. Concertgoers received an embossed leather photo album custom made in the Roots leather factory in Toronto.The Police kicked off their current tour in Vancouver in May and performed several concerts in Toronto and Montreal in late July.

POTTERMANIA findings, which were widely reported on in the media, Roots took the top spot in the retail sector and placed fourth overall (after Cirque du Soleil, Ski-Doo and the CBC) as one of the country’s leading iconic brands.

SENSATION MODE HITS TORONTO

oots showcased 30 new styles from the Fall/Winter collection in downtown Toronto in late August as part of the city’s inaugural Fashion and Design Festival. This was the first time the “fashion-for-the-people” event was held in Toronto

after establishing itself in Montreal in recent years under the name Sensation Mode. More than two dozen up-and-coming designers strutted their stuff on an outdoor stage at Yonge and Dundas Square to crowds of appreciative onlookers.

LOS ANGELES GALAXY COMES TO ROOTS

n September, members of the Los Angeles Galaxy soccer club spent a highly publicized afternoon at the Roots flagship store on Toronto’s Bloor Street, savourIssue 79 - January 2008

ing Canada’s premier life-style brand. The entire squad including World Cup stars David Beckham, Landon Donovan and team president Alexis Lalas

s part of the countdown to the hotly awaited final installment of J.K Rowling’s celebrated boy wizard series, Roots produced more than 6,000 T-shirts for employees of Indigo Books and Music to wear during the lead up to and celebration of the big day. Harry Potter and the Deathly Hollows hit stores this summer.

O C T O B E R

HEART AND SOUL

S E P T E M B E R

A YEAR IN REVIEW

enjoyed a tour of the store. During their visit, they were presented with genuine leather blue and gold Roots Galaxy Athletic Bags, made at the leather factory in Toronto. The team spent an hour and a half shopping throughout the store. Within minutes of entering, the area around the store was crowded with eager onlookers and paparazzi.

he Roots of Soul Revue, an 18-track custom designed CD, arrived in stores in September. The third installment in the popular “Roots of…” series, the Revue boasts tracks from soulful icons such as James Brown, Otis

Redding, Curtis Mayfield, Aretha Franklin and Jackie Wilson. Produced by Roots Co-Founder Michael Budman, with the help of Musical Director Davin Bujalski, the CD has proven to be extremely popular with customers.

TOP OF THE PACK

he October issue of Strategy, a marketing and advertising publication popular among industry professionals, featured a poll in its regular “Water Cooler” feature. It asked 1,000 people the following question: “Which is the top designsavvy Canadian brand?”

Roots came in first place with 68%, far ahead of any other company. Telus and Shoppers Drug Mart tied for second place with 9%, while Cirque du Soleil came in third at 8% and Umbra with 5%. Nice to know that people recognize good design when they see it. The Source • 7

LIGHTS, CAMERA, ACTION!

he 32nd annual Toronto International Film Festival 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 for around the clock broadcasts and interviews at the flagship store on Bloor St. The second floor level was transformed into the Roots

Lounge which offered visitors food, drink and live entertainment in the form of yoga demonstrations. In keeping with a longstanding tradition, Roots was also the co-sponsor of the exclusive George Christy lunch at the Four Seasons Hotel, and created the official merchandise of the festival.

TAKING WINDOW SHOPPING TO A NEW LEVEL

he Roots flagship store in Toronto was the site of a pilot project

in October that tested consumer reaction to interactive technology.

Located in the store’s front window, the large screen featured flat touch features, vivid graphics and eye-catching video. It allowed passersby to browse and order Roots products 24 hours a day. Users were invited to join the “Roots Insider” email list, where in return Roots would offset the equivalent amount of carbon dioxide emitted by a 50-km drive, the average distance a customer would travel to get to a store.

N O V E M B E R

INDIANA JONES AND THE TRIBE COLLEGIATE BAG

ast and crew from one of next summer’s most anticipated actionadventure movies, Indiana Jones and the Kingdom of the Crystal

Skull got a special surprise when they received a gift made in Canada. Director of the Indiana Jones series, Steven Spielberg ordered 700 Tribe Collegiate bags. The items were custom made at the leather factory in Toronto and featured the film’s logo embossed on the front. The order was coordinated by Linda Sobel, a sales agent based in Los Angeles, who for many years worked at Roots in Toronto.

ROOTS.COM GETS A SERIOUS MAKEOVER

ate October marked the launch of a newly redesigned roots.com. The enhancements were part of continued efforts to increase interaction between Roots and its online customers with increased accessibility to products, personalization and ease of use as key components to the new 8 • The Source

GOING BACK TO SCHOOL

tarting in late November, visitors to Roots.com gained access to an inventive new feature. Created as a way to better educate customers, the Roots School of Leather is an interactive venue devoted entirely to products made from the popular material. The site’s video narrators, Diane Bald, Lead Designer of Roots Leather and Andrew McCurbin, Leather Specialist, lead viewers through product show-

cases, care instructions, the history of Roots leather and what goes in to the making of a typical

product. So far customer response to this digital innovation has been extremely positive.

NEW LOOK FOR BEVERLY HILLS STORE

n early November, the 2,000-square foot Roots store in Beverly Hills, California received a major makeover. Over a ten-day period, local store staff and the Roots renovation team worked around the clock to complete the project. As part of its first

renovation since 1998, the redesign put an emphasis on the store’s new feature showcase, a 20-foot high wall spotlighting leather bags. The new look enhances both the overall customer and employee experience and incorporates environmental sustainability in its

use of eco-friendly materials (organic paint, recycled fixture material, energy efficient lighting). The renovation generated great buzz, increased sales and received lots of enthusiastic feedback from customers as well as staff.

look. The increased use of Flash technology gives the site a sleeker, more animated appearance. The year-long upgrade project, now in its second phase, will continue through the spring. Issue 79 -January 2008

N O V E M B E R

CONGRATS TO THE CLASS OF 2007

ive lucky graduates from across the nation are now acquiring a postsecondary education, thanks in part to financial assistance from the Roots Class of 2007 Scholarship Program. For the second year in a row, Roots collaborated with Cosmoda Corporation to offer five$1,000 scholarships to graduates seeking higher education. Hundreds of youth

took part in the contest. Congratulations to Lydia Billingsley, Kristi Bourne, Alisha Fernandes, Katie Huston, Sienna McWilliams.

THE BIG SEASON

oing something special for the holiday season is a time-honoured tradition at Roots. In early November, each store was transformed into a special showcase of holiday spirit in classic Roots style. Pauline Landriault, Director of Visual Planning and Store Development, and her Visual Team brought their special touch to each store to create a warm, inviting feel evoking the spirit of the season. This year’s colour theme was green which carried through in the use of trees, wreaths

Issue 79 - January 2008

ROOTS IN THE FAR EAST

his year marked a major milestone in the Roots expansion in Asia. Mid-April saw the launch of the first two stores in China. Working in partnership with Branded Lifestyle, flagship locations were opened in Beijing and Shanghai. Roots made its Malaysian debut in June, with the first store opening in Petaling Jaya, a satellite city of Kuala Lumpur. Other new additions to the family opened in Singapore and Taiwan in

August. This marked the first store in Singapore and the 23rd store in Taiwan. Since then, Roots has also inaugurated eight stores in South Korea.

Always a cause for celebration, opening ceremonies were staged at the new locations throughout the continent, attracting considerable media attention.

GUESS WHO JUST DROPPED IN

elebrities have long been attracted to Roots and in 2007 countless figures from the world of movies, music, media, sports and other fields dropped in to Roots stores in Canada and the United States. For this year-end wrap, we’re including a selection of well-known names (in alphabetical order) of those who we had the pleasure of receiving in our stores in 2007.

and wallpaper with greenery from Canadian artist Heather Cooper’s iconic beaver painting. From the windows to the winter accoutrements displayed amidst the merchandise in the store, the atmosphere was unmistakably Roots.

English rock band The Arctic Monkeys; New York Rangers’ Sean Avery; actor/comedian Dan Aykroyd; Olympic track star Donovan Bailey; actor Eric Bana; actor Antonio Banderas; R&B singer Eric Benet; actor Jessica Biel; actor Abigail Breslin; New Jersey Devils’ Doug Brown; producer Jerry Bruckheimer; New Jersey Devils’ Sergei Brylin; comedian Mike Bullard; Buffalo Sabres’ Brian Campbell; Steve Carell actor/comedian Steve Carell; actor Lacey Chabert; action star Jackie Chan; actor Don Cheadle; R&B singer Deborah Cox; actor Elisha Cuthbert; singer/actress Miley Cyrus; actor/comedian Jeff Daniels; Linkin Park guitarist Brad Delson; R&B singer Denosh; actor Stephen Dorff; actor Michael Douglas; actor Aaron Eckhart; VJ Melissa Ford; actor Jeff Goldblum; actor Melanie Griffith; actor Rupert Grint; actor Darryl Hannah; actor Marcia Gay Harden; actor Melissa Joan Hart; singer Taylor Hicks; socialite Paris Hilton; actor Cheryl Hines; actor Telma Hopkins; singer Chris Isaak; rapper Wyclef Jean; former Montreal Canadien Mike Keane; reality show host Phil Joni Mitchell Keoghan; actor/comedian Kathy Kinney; model/reality show host Heidi Klum; actor John Larroquette; actor/ comedian Eugene Levy; actor Chad Lowe; actor Eric Mabius; make up artist Jay Manuel; actor Dean McDermott; Ontario Premier Dalton McGuinty; folk singer Joni Mitchell; The New Jersey Devils; comedian Catherine O’Hara; actor Jason Priestly; actor Alan Rickman; Pittsburgh Penguins’ Gary Roberts; singer Ed Robertson; singer/ songwriter Robbie Robertson; figure skating pair Jamie Sale and David Pelletier; singer Nicole Scherzinger; California Governor Arnold Schwarzenegger; singer Seal; comedian Sinbad; reggae singer Sister Carol; Mark Wahlberg actor Wesley Snipes; actor Tori Spelling; Spongebob Squarepants; New York Rangers’ Marc Stall; actor Don Stark; radio personality Sugarbaby; actor Tiffany Amber Thiessen; singer Justin Timberlake; actor Ben Townshend; actor Verne Troyer; country singer Shania Twain; actor Mark Wahlberg; The Wailers; actor Evan Rachel Wood; music video director Lil’ X; country singer Dwight Yoakam; actor Catherine Zeta-Jones. The Source • 9

BLOOR STREET ENTERTAINS THE PLACE TO MINGLE Bloor location puts on gala event for WITH GOOD REASON men’s lifestyle website Roots store hosts high-profile charity dinner

osted by the Canadian Foundation for AIDS Research (CANFAR), Bloor Street Entertains is an annual Toronto initiative that has been raising money for HIV/ AIDS research since 1997. Last month, the Roots flagship store hosted one of the event’s latest dinners. In total, 20 stores on Toronto’s popular Bloor Street shopping strip were transformed into upscale dining settings. Top chefs from the city’s finest restaurants served their renowned culinary creations to guests. Those in attendance at the Roots dinner, which included Degrassi: The Next Generation

stars Lauren Collins and Adamo Ruggiero, also had the pleasure of hearing Dr. Clifford Lingwood, Senior Scientist at the Hospital for Sick Children and one of Canada’s leading HIV/AIDS researcher speak about the importance of the money raised. “Funding is decreasing because people are discouraged by research’s failure to find a cure,” says Dr. Lingwood. “While an HIV vaccine is a false idol for the short-term, I’m optimistic that major progress in infection resistance will still be made with continued commercial and charitable financial support.”

MAKING A DIFFERENCE The elderly reconnect with their Roots

his month, staff at the Roots Cambridge, Ontario store lifted the holiday spirits of two senior citizens in need. Upon hearing about the significant number of elderly people who spend the holidays alone, Roots employees in Cambridge decided to make a contribution. Staff got the idea after hearing about Shoppers Drug Mart’s in-store gift registry trees, where less fortunate seniors register their gift requests and hang them from the branches. Purchasers can then drop off their gifts at the 10 • The Source

drugstore or personally deliver the gifts themselves. By selecting a male and female recipient from the tree and delivering the apparel, Roots staff hoped they made a small difference this season. In keeping with the theme of giving back to the preceding generations, managers Lori Normore and Catherine Heaps facilitated nursing home visits. In addition, their daughters’ dance class visited the seniors’ centers where they sang Christmas carols and danced for the residents.

n early December, the Roots flagship store in Toronto closed its doors for a night and was transformed into an oasis of manly indulgences. Partnering with the urban Toronto male’s advisory website xyyz.ca, a holiday shopping evening was offered to attendees with 30% off everything in store. To add to the festivities, a hand-rolled cigar station was onsite and event sponsor Johnnie Walker had a scotch-tasting bar that had lineups all night. More than 500 people packed the store including the Fashion Television cast and Canadian singer K-OS. Roots has a long-standing tradition of holding such events on a semi-regular basis. True to form, this one was extremely well received with glowing reviews, as evidenced in an excerpt taken from Fashion Television’s Producer’s Journal,

GREAT MOMENTS IN RETAIL Spotlighting the top stores in November

s this issue of The Source went to press, the final sales figures for stores in December were not yet in but we’re delighted to report the performance of most stores in November was to be celebrated. Topping the pack in terms of company stores was the Kingston, Ontario location that captured the Kingston store latest Store of the Month honours, beating its sales target by 131%. As for the Roots 73/Outlet category, the Sunnyside Outlet store in Bedford, Nova Scotia took first place with a score of 148% over its sales budget. Congratulations to Manager Emma Bury of the Kingston store and Lisa Moorhouse of the Sunnyside Outlet along with their respective teams for their winning performances.

Sunnyside Outlet

entitled The Secret of Roots: “Besides being the frontrunner in great Canadian leather and flannel, we quickly learned the other secret talent Roots has been keeping from us. Their events may be the only fashion event of the year that brings out the single straight men in droves. Shopping at Roots now means two things: great leather bags and a chance the holiday calendar may not look so lonely for the single girl with the help of a Roots man.”

STAYING POWER Saluting those who go the distance

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) • Shieu Quin Shen, Leather Stitcher, Leather Factory, Toronto, 25 years • Jose Calero, Administrative Assistant, Business-to-Business, Head Office, 10 years • Thi Nhung Nguyen, Leather Stitcher, Leather Factory, Toronto, 10 years • Maria Soares, Leather Stitcher, Leather Factory, Toronto, 10 years • Ram Ramnanan, Assistant Manager, Eglinton Power Centre, Scarborough, ON, 5 years Issue 79 -January 2008

EAST COAST HOLIDAYS

FINE PRINT

Nova Scotia stores prove they know how to throw a party

A selection of coverage of Roots in the media

Maritime staff celebrate in style

he holiday fun started early for Roots staff in the Maritimes. In early December, employees from the five Nova Scotia stores gathered in downtown Halifax for their annual celebration of dinner and laughs. After a traditional holiday meal at local restaurant Argyles, the games began. Presided over by MC Jeff Charles, a key holder from Spring Garden Place, the highlight of the evening was a fashion show with

a twist. Each store put together two unconventional outfits from Roots apparel that were modeled by staff at the party. The Mic Mac and Spring Garden teams went with the same approach of swaddling their volunteers in layers of sweats and pajamas. Halifax Shopping Centre went for a more hip, urban feel. Sunnyside Outlet chose the wacky, mismatched approach. But all were outdone by the Bayers Lake Outlet staff, who not only managed to combine silliness with style, but also put together a hilarious dance routine which stole the show. “We all love Roots for its values as a company as well as its clothing, but it’s the people we work with that make all the

difference,” says Lisa Moorhouse, Acting Store Manager of the Sunnyside Outlet. “Once again we proved that our Maritime teams know how to have fun and show a tremendous amount of spirit.” Special thanks go out to Monika Urbaniak, Field Business Manager, and Lisa Hanna, Acting Store Manager, Mic Mac Mall who organized the event.

The Spring Garden team cozy up

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

elebrities have long made a point of shopping at Roots. Here are the latest sightings of prominent figures in the world of entertainment and sports who visited Roots stores recently:

Delson was extremely friendly, taking pictures with staff as he shopped for sweatpants; – Lacey Chabert (Party of Five, Mean Girls) dropped Lacey Chabert by the store and chatted with staff about how much she liked the brand, while picking up T-shirts • Jackson Square, Hamilton, ON and sweats; – Clad in an Olivia Sweater Tunic, – Best known for his Tiffany Amber Thiessen (Saved role on Night Court, By The Bell) made a John Larroquette return visit to Roots, visited the store; John where she picked up a Larroquette – Second City’s pair of Original Catherine O’Hara and Nancy Cropped Sweatpants. Short (wife of Canadian funnyman • Beverly Hills, Martin Short) stocked up on California – Producer Jerry winter merchandise; Bruckheimer of action blockbusters – Best known for his role on such as the Pirates of the CaribBeverly Hills 90210, Jason bean and National Treasure: Book Priestly and his family shopped at of Secrets, Jerry Bruckheimer the store and has been picked up winter stocking up on apparel for themBanff bags to give selves; as gifts for his – Iconic Canadian staff and friends; singer-songwriter – Lead guitarist Robbie Robertson Catherine O’Hara for Grammy was spotted Brad Delson award winning checking out the leather bags; rock band Linkin Park, Brad – California Governor Arnold Issue 79 - January 2008

Schwarzenegger dropped by the store (posing for pictures with Roots Co- Michael Budman (right) and the Governor Founder Michael Budman) as he picked up Christmas gifts for friends and family; – Country music star and Roots regular, Dwight Yoakam perused the leather goods and picked up several Venetian bags.

ON THE MOVE New appointments and promotions at Roots • Nadine Baxter appointed to Assistant Store Manager, Masonville Place, London, ON. • Shonaugh Campbell promoted to Assistant Store Manager, Pen Centre, St. Catherines, ON. • Daphnee Faule appointed to Store Manager, Masonville Place, London, ON. • Kristi Lee appointed to Store Manager, Limeridge Mall, Hamilton, ON. • Nina Ouellette appointed to Assistant Store Manager, Fairview Park Mall, Kitchener, ON. • Kashish Patel appointed to Assistant Store Manager, Sherway Gardens, Etobicoke, ON.

Here are some recent sightings of Roots in the pages of newspapers and magazines: • The Block, (Vancouver), Dec. issue. Feature on the Roots leather bag collection for winter, including a photo of the Downtown bags. • Le Devoir, (Montréal), Dec. Spotlight on the Roots NHL Collection of watches. • Lou Lou, Dec. (both French and English) The Stop Global Warming bracelet is featured in the ‘Eco Shopping’ spread. Also, mentions the Roots fragrance for him, acrylic scarf, the Downtown bag and women’s Black Tie watch. • Canadian Living, Dec. Roots cotton Tshirts branded with environmentally friendly messages: “It’s Cool Here!” and “Save the Canadian Beaver” featured in the ‘101 EcoLuxe Gifts’ section. • Metro (Ottawa), Dec. 24. Actor Dean McDermott spotted at Roots in Toronto doing some holiday shopping. • National Post, Dec. 22. Roots Zipper clutch and Envelope clutch featured in ‘Fashion Sparkle and Shine’ article. • Star Phoenix (Saskatoon), Dec. 19. Article entitled ‘Last minute gift tips for teenage girls’ recommends Roots gift cards. • National Post, Dec. 19. Highlights visit of California Governor Arnold Schwarzenegger to the Roots Beverly Hills store. • Vancouver Sun, Dec. 19. Article mentions the eco-friendly Stop Global Warming bracelets made of scrap leather at Roots factory. • Vancouver Sun, Dec. 14, Windsor Star, Dec. 1. Article mentions collaboration between Roots and Debbie Travis for designer window treatments available at Sears. • Edmonton Sun, Dec. 12. Article entitled ‘A wonderland of womanly gifts’ mentions Roots yoga fashions, the Free Spirit yoga mat and tote. Also mentions the men’s 3-in-1 Jacket with Down-Fill Vest featured in the ‘What men really want’ section. • Hamilton Spectator, Dec. 11, Metro Edmonton, Dec. 7. Article features Susie Sheffman, Fashion Director of Fashion magazine, photographed carrying a Roots slouchy green leather clutch. • The Independent & Free Press (Georgetown, BC) Dec. 5, Etobicoke Guardian, Nov. Roots 3-in-1 Jacket with Down-Fill Vest featured in the ‘Find the perfect gift for the man in your life’ section. • Where, Nov. Roots leather pillow featured in ‘The Gift List’ section. • Chill (Mississauga, ON), Nov. Roots Gastown striped scarf, hoody, T-shirt, drawstring sweat pants and Shaker Peaked Toque featured in the ‘Dressed To Chill’ section. • Where Vancouver, Nov. Roots wool hockey sweater featured in the ‘Hot Shopping’ section. • Châtelaine, (Montréal), Nov. Roots Home Cabin Collection featured in the ‘Home We Adore’ section. • Toronto Sun, Nov. 29, Courtenay Comox Valley Record, Nov. 28, Jasper Booster, Nov. 28. Roots 3-in-1 Jacket with Down-Fill Vest pictured. • The Globe and Mail, Nov. 28. Lodge towels for Roots Home (available at Sears) featured in the ‘Brilliance and Beauty’ section. • The National Post, Nov. 24. Roots Raiders messenger bag in vintage tribe leather and “The Beat Goes On” kids’ T-shirts featured. • Vancouver Sun, Nov. 24. Roots Uptown bag in crinkle patent leather featured in the ‘Winter style for the chic’ section. • La Presse, (Montréal), Nov. 24. Roots Clutch in the ‘Let’s Get Spoiled!’ section.

The Source • 11

GREEN TIP #44 Easy ways to help the environment

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

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 Regent Mall store in Fredericton, New Brunswick. From left to right: Jordan McLeod, Kelly Smart, Emma Lally, Sarah Lewis, Adam Bowie.

SPEAK TO MY AGENT

HEALTH TIP #41

The littlest customers show their Roots

egular readers of The Source know that last 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. They often ask if they could be used in a future advertising campaign for the

brand. We can’t promise that but we are happy to publish them in The Source. 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 a future issue of The Source.

(left to right) Emily Lavin, 6, West Hills, CA, Sophie Cohan, 7, Calabasas, CA, Samantha Lavin, 9, West Hills, CA

12 • The Source

PADDING THE PIPES: As you no doubt are looking to be on friendlier terms with your water heater, you’ll want to look after it a little better. If it is more than seven years old, it will need a water tank wrap — a thick fiberglass blanket secured with waterproof tape — to operate at peak efficiency. A new heater won’t need a wrap but your pipes (any hot or cold water pipes you can access throughout the house) should still be outfitted with insulation to keep all that heat from escaping. For more home comfort tips go to: www. p o w e r h o u s e t v. c o m / s a v i n g e n e r g y / t i ps . - Source: Green Tips: How to Save Money and the Planet, published by Green Living Enterprises

Kieran Ballinger, age 1, Ottawa, ON

Easy ways to stay healthy

SOW YOUR OATS: Oat bran, the outer coating of oats, contains high concentrations of soluble fibers, which help trap cholesterol and move it quickly through the intestines. Unfortunately, most people eat their oats in the refined form, which contains little of the precious bran that contains betaglucan and saponins. Whole oats are also rich in the antioxidants that stop cholesterol oxidation, the process that enables it to stick to artery walls. More benefits: Oats prevent colon cancer by binding toxic minerals and acids; they balance the body’s blood sugar levels by slowing the absorption of carbohydrates; and the saponins in oats increase production of natural “killer cells”, a critical part of the body’s immune surveillance system. Try substituting a warm bowl of whole oats for your cold cereal in the morning. Your body will thank you for years. - Source: Secrets of Longevity, by Dr. Maoshing Ni Issue 79 -January 2008

NEW & NOTEWORTHY A guide to just-launched Roots products

GRAPHIC HOODIES SPRING INTO STORES Invisible pocket makes for noticeable style

ith the introduction of the Ally Sueded Kanga fleece, a major piece for January’s launch of the Spring Training collection, there’s bound to be a Roots hoody to suit every style. The new addition is an excellent transitional piece, as it combines a thermal-lined hood and 60/40 cotton poly sueded fleece for winter warmth with softer, pastel tones to welcome the brightness of the spring bloom. As with other Roots gear, the

Ally Sueded Kanga is a functional, yet chic, piece. The front pocket is an invisible kanga pouch, as the two pockets connect underneath, keeping the front looking uniform and clean. Developed by Joanne Joseph, Associate Designer, the new item is available in sizes XS – XL and retails for $72. The Kanga collection has graphics that suit any style. Pieces are offered in different colours and designs. Customers can collect them all.

WOOL WARMS THIS WINTER

SOFT TEES IN TIME FOR SPRING

Alpaca fleece joins Roots outdoor accessories

Roots Green collection launches latest addition

n keeping with its efforts to combine style with functionality, Roots has added a great new line of accessories for the winter. Made of alpaca fleece, the new items make up a distinct collection injecting luxury and warmth to an already diverse assortment of Roots winter gear. Alpaca is a warm and light fibre. Its soft, luxurious surface, akin to that of cashmere, makes for a silky feel against the skin. The fine fibres, sheared from baby alpaca in Peru, are harvested in much the same way wool is from sheep. The alpaca is an animal similar to the llama, and lives in the Andes Mountains in Peru. The species’

Royal Shaker Toque

wool is highly coveted for its soft, light fibre and the absence of lanolin, which makes it nearly hypoallergenic. The scarves and toques range in colour and price, but all share the exclusive texture that only 100% Peruvian alpaca wool provides. Prices range from $38-$82.

Royal Shaker Scarf

Issue 79 - January 2008

n its continuing efforts to offer eco-friendly clothing, Roots has added the Severn Graphic Tee to its current collection. As one of the first shirts to arrive as a part of the new Roots Green program, the piece has many functional and fashionable features. Made of an organic cotton and sueded jersey blend, the tee is ultra soft. Designer Dylan Anderson and graphic designer Tracy Klem introduced many

features to give the classic fitting shirt a fresh look. All graphics are multi-dimensional and include print appliqué combinations. The heavyweight neck, detail stitching at both the hem and the cuff, along with a printed green main label, give the tee a clean, contemporary look. This latest addition is available in cashmere blue, storm, true blue and leaf green. Sizes: XS-XXL Price: $29.95 The Source • 13

14 • The Source

Issue 79 -January 2008