A window into the world of Roots
Issue 99 • January - February 2011
ROOTS TAIWAN
INSPIRING THE TEAM
As Roots prepares to celebrate its 15th anniversary in Taiwan, Matt Meng has every reason to savour the brand’s massive success in the Asian country
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Turano and Andy McCurbin and made my purchase. I transferred my belongings to a new Messenger Bag and am now proudly carrying my 100% Canadian-made Roots bag that I know is authentic. Karen MacKay Stouffville, ON
I N S I D E ISSUE99 THE MAKING OF A GOOD FAMILY DINNER Laurie David celebrates her latest book launch TRUE HOLIDAY SPIRIT Guelph Roots store team steps up to the plate for the needy A SENSE OF PLACE Roots featured as prime example of a Torontobased success story
J. COLE AND DRAKE IN THE SPOTLIGHT Rap artists perform in Toronto with a touch of Canadian style SOMETHING NEWSWORTHY CBC shows how it takes a village to raise a Roots bag
Departments FINE PRINT GREAT MOMENTS IN RETAIL NEW & NOTEWORTHY STAYING POWER GREEN TIP HEALTH TIP
Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Editorial Assistant CAROLINE IWANOWSKI Interns JASMINE DHALIWAL RACHEL RAMKARAN
The Source is published by Roots Canada Ltd. We welcome letters from readers for publication. Please address all correspondence to The Source, Letters to the Editor, Roots Canada, 1400 Castlefield Ave., Toronto, Ontario, M6B 4C4 or by email to thesource@roots.com Letters may be edited for length and clarity. Each issue of The Source is also available, both in blog and PDF formats, on the Roots website at www.roots.com
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Jason Valdeavilla
GETTING RITZY FOR A GOOD CAUSE Bloor Street Entertains event raises money for AIDS research
Guelph Lake, Ontario
SPECIAL DELIVERY A selection of recent letters from the world of Roots MUCH APPRECIATED We would like to thank Roots for generously donating the Banff Bag to our 2010 Special Events Program to be used for a raffle or door prize. Gift-in-kind donations make a big difference to the events run for the Princess Margaret Hospital Foundation. One of the top five cancer research hospitals in the world, The Princess Margaret Hospital is home to many of the top researchers and clinicians who work together to help achieve our ultimate goal – to conquer cancer in our lifetime. Cindy Berk Goelman Director, Special Events The Princess Margaret Hospital Foundation, Toronto FASHION FOREVER On behalf of the Fashion History Museum, thank you Roots for the kind donation of items from the Roots Douglas Coupland collection. Each year, we acquire garments for our permanent collection of contemporary Canadian fashion and we are
delighted to include these samples, as both Roots and Douglas Coupland are Canadian icons. Founded in 2004, the Fashion History Museum is now working toward a permanent location for its collection of more than 8,000 artifacts dating from the 1960s to the present. People can keep up with our progress on our website, fashionhistorymuseum.com. Jonathan Walford Curatorial Director, Fashion History Museum Cambridge, ON KEEPING IT REAL Recently, while at your Bloor Street store in Toronto, I had a wonderful experience. I had gone directly there after discovering that the Louis Vuitton bag I had carried for 10 years was a fake. Imagine my embarrassment. Given my kitchen renovation, spending $1,300 for a replacement bag was out of the question. As I was in the LV store, I looked across the street and saw Roots. I went there, was served by Emilia
IT’S ABOUT THE KIDS Thank for your donation to the Ronald McDonald House BC. Your generous contribution of a Roots Banff Bag to our 2010 Gala helped raise funds in our silent auction for seriously ill children and their families. By making such a donation, Roots helps us ease the financial pressure on out-of-town families who must travel to Vancouver for their children’s treatments at BC Children’s Hospital. This also helps us to provide emotional support by allowing families to stay together, experience the comforts of home, and focus on the most important thing: giving love and support to their sick children. We greatly appreciate your continued support. Richard Pass CEO, Ronald McDonald House Vancouver SUPPORT FOR SPORT Many thanks to Roots for supporting the Bobby Orr Hall of Fame’s 2010 Celebrity Golf Event. It proved very successful and the Roots wallets and gift cards were a great addition to our gift bags. The Roots custom leather bag, featuring the Boston Bruins logo and a beautifully embroidered number “4”, was one of the coveted items in our silent auction. We are very proud of our Hall of Fame, but without the generous support of people and companies like Roots, much of what we do would not be possible. Cheryl Road Manager, Bobby Orr Hall of Fame Parry Sound, Ontario
EXPRESS YOURSELF Please send your letters to thesource@roots.com. Letters may be edited for length and clarity. At the same time, we invite you to send us your most creative photos or illustrations for publication in The Source. Please send your submissions to photogallery@roots.com
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TAKING TAIWAN BY STORM
As Roots prepares to celebrate its 15th anniversary in Taiwan, Matt Meng has reason to savour the incredible success story in which he’s played the leading role. By RACHEL RAMKARAN
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or most Canadians, Roots evokes images of beavers, lakes, canoes, forests, snow and hockey. Along with a warm sense of comfort and familiarity, such feelings are an intrinsic part of the brand’s homegrown appeal. Halfway across the globe in Asia where such imagery couldn’t be more exotic, Roots is also making a strong connection with people. In particular, Roots has become a major player on the tropical island of Taiwan, and the casual, outdoorsy northern image behind the label is clearly part of the attraction. This year marks the 15th anniversary of Roots in Taiwan and there’s much to celebrate. Since 1996, the iconic Canadian brand has become the Taiwanese favourite for casual wear and its rise in popularity shows no signs of abating. In 2010, five new Roots stores opened, bringing the total to an impressive 38, by far the strongest retail presence of Roots in an Asian country. If last year is indicative of what’s in store in 2011, it’s bound to be a happy anniversary indeed. Last year, in addition to substantial retail growth, Roots further raised its profile through a series of special events involvLandmark ‘Taipei 101’ skyscraper in Taiwanese capital
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ing customers that generated considerable media attention. There was a “Summer Funfair” where shoppers enjoyed ice cream and had their photos taken with the Roots beaver mascot; the launch of the Canada Day collection at Roots drew a crowd as local TV interviewed the head of the Canadian Trade Office in
resonate so strongly with Taiwanese? “The timing was right when Roots entered the Taiwanese market,” says Matt. “The trend of casual lifestyles had started to be prevalent and people were paying attention to casual wear.” Liz Doggett, Director of Wholesale Operations, based out
Matt Meng with Roots employees at the flagship store in Taipei
Taipei about how Canadians celebrate their national birthday; and there was even an event where two high profile TV personalities acted as Roots store managers for a day. “It’s not easy if you want to avoid seeing the Roots logo on the streets of Taiwan,” says Matt Meng, 41. “We’ve been fortunate to attain an incredible level of popularity so that today Taiwanese choose Roots in part due to its leading status in the local marketplace.” Now Director of Roots Taiwan, Matt began with the brand in 1997, a year after it debuted in the country, and has been instrumental in making Roots the resounding success it is in Taiwan today. But why does a label based so heavily on Canadian culture and imagery
of the head office in Toronto, has been to Taiwan many times for Roots and has seen how people there value an active lifestyle and appreciate the outdoors, consistent with the Roots culture “In Taiwan, Matt and his team have embraced and built upon the winning formula of Roots in Canada,” says Liz. “Even better, Roots Taiwan was one of the first brands in Asia to introduce and promote ecofriendly products along with a related way of living and operating a business.” Roots in Taiwan began modestly. In 1996, a local company called Song Friend became the first distributor of the brand there and opened the first freestanding store in the capital, Taipei. They added three more freestanding stores in
1997, two in Taipei and one in Taichung. When Matt joined the Roots team as Brand Manager, there were only two stores in Taipei. It wouldn’t take long before he devised a strategy to take the company to new heights. It’s surprising given his original ambition was to become an engineer after graduating from university with a major in Metal Material in 1986. He also considered studying car design in Detroit but eventually decided to seek other opportunities. In 1993, Matt entered the fashion sector as Floor Supervisor at Taiwan’s Sunrise Department store. He instantly liked the work, which led him to become a buyer for Dolce & Gabbana in 1995. Two years later, he began his career at Roots. His department store experience gave him the insight necessary to try something different to attract more customers to Roots. “Taiwanese customers prefer shopping at department stores,” says Matt. “I believed that department stores would be the most important selling channel for the development of Roots in Taiwan.” In 1998, the first Roots shopContinued on next page
“Summer Funfair” at Roots in Taiwan
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Continued from previous page
in-shop (SIS) opened at Sunrise Department store. A section of the large store was dedicated to Roots merchandise, attracting customers previously unfamiliar with the brand. With this development came a massive following of consumers that paved the way for Roots to pepper Taiwan with stores. As a result, most Roots locations adopted the SIS format. As Vice-President of Wholesale and Business Development, Melinda McDonald oversees the expansion of Roots in Asia from the Toronto head office. “Having worked closely with Matt and his team over the past decade, I can say first hand that the success of Roots there is based on Matt’s commitment to translate our core values to his market,” says Melinda, who’s been to Taiwan many times for Roots. “Matt is an incredibly loyal brand ambassador, who has worked tirelessly to develop and grow Roots through store expansion, creation of a Roots VIP program, unique marketing and promotional initiatives, and custom merchandise collections to capitalize on market trends.” In 2006, Li & Fung, a large Hong Kong-based trading
company, purchased 16 of the 18 stores owned by Song Friend. This allowed Matt and his team to further increase the Roots profile in Taiwan. Even though there’s already a substantial Roots retail presence in Taiwan, the market is by no means saturated. In fact, the team in Taiwan intends to open at least six new stores in 2011. “Given the thawing relationship with Mainland China, I’m very bullish about the economic prospects of Taiwan,” says Joseph Phi, President, Logistics, Li & Fung. “Under the exemplary leadership of Matt, Roots Taiwan has grown from strength to strength and is in a unique position to further capitalize on the market potential. With a solid management team and onthe-ground infrastructure, the best is yet to come.” Other plans in 2011 include the launch of a new website in April to develop e-commerce. The team is also gearing up to introduce a special collection in the fall for the 100th anniversary of the Republic of China (of which Taiwan constitutes the main part; see sidebar). Roots Co-Founders Don Green and Michael Budman greatly admire Matt for what
TAIWAN 101
Fast facts on this Asian island aiwan makes up the vast majority of what is known as the Republic of China (ROC), which is celebrating its 100th anniversary this year. Unlike the People’s Republic of China (PRC), the much larger communist country recognized simply as China, Taiwan is governed by a multi-party democracy. For years, the two republics fought to be recognized as the sole legitimate government of China. The ROC eventually gave up that fight but it doesn’t adhere to the PRC’s communist regime. Taiwan has not officially declared independence but it’s an autonomous, self-governed state over which China has no jurisdiction. Capital city: Taipei Neighbours: To the west: China; to the north: Japan; to the south: the Philippines Population: 23,140,000
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Official language: Mandarin Other languages: Taiwanese, Hakka Most popular religions: Buddhism, Taoism, Christianity Major exports: Electrical machinery, electronics, iron and steel, plastic products Major imports: raw materials, capital goods, coal, crude oil, gas Currency: New Taiwan Dollar (NT$) National sport: Baseball Cultural staples in Taiwan: The National Palace Museum is considered to have the greatest collection of Chinese art and objects in the world; karaoke is a popular hobby inherited when the Japanese occupied the country after the Sino-Japanese War (1895-1945); Taiwan is the birth place of “bubble tea,” a beverage created in the 1980s and now highly popular in Asia, Europe and North America.
Models at a runway show for Roots clothing in Taiwan Furry friends in Roots calendar raise funds for stray animals in Taiwan
he’s done in Taiwan. “Matt is like an angel dropped from heaven on Roots’ lap,” says Don. “In our minds, he’s made one of the biggest contributions to Roots in our history. Since Day One, he’s been able to absorb and understand Roots culture and make it real 12,000 kilometres away in a completely different culture where he’s turned it into the number one lifestyle brand. Through his entrepreneurial skills and other talents, Matt has developed an outstanding team around him which is the most difficult and important function of a leader and created world class Roots stores there which Michael and I are very proud of.” In keeping with a timehonoured Roots tradition in Canada, Matt and his team are also involved in good causes. “After years of Roots business development in Taiwan, we believe it’s our responsibility to give something back to our local community,” says Matt. “In 2010, the issue of stray dogs received a lot of media attention. I decided to raise funds for Taiwan’s Stray Dog Home and Pet Club by selling 2011 calendars that we produced.” The calendars feature beautiful photos of stray dogs and cats wearing Roots leather bandanas. A portion of proceeds from the sale of each calendar
will be donated to help abandoned animals. As he and his family have a dog and 15 cats, Matt couldn’t be happier about the fund-raising effort, which he hopes will help give a better life to many homeless animals. “Joining forces with Li and Fung to establish an extremely powerful brand that Taiwanese people can relate to has been such a positive thing for the entire Roots Canada team,” says Michael. “In fact, I’ve been so impressed by Taiwan and the success of Roots there that I encouraged my daughter Alex to visit Taiwan this winter to see for herself what Matt and his team have done there with Roots.” Central to the success of Roots is the fact that it’s always been a multi-dimensional company not confined only to making and selling merchandise. Roots has always understood that in its various initiatives the brand should engage customers and reflect their interests and needs. Matt has a firm grasp of this notion and it’s people like him who are vital to the success of Roots. That he has been able to take a brand so innately Canadian and make it flourish in a Taiwanese framework speaks volumes of his winning personality and many talents. As long as Matt is on the team, it’s a good bet Roots will continue to shine in Taiwan. Issue 99
THE MAKING OF A GOOD FAMILY DINNER Laurie David celebrates her latest book launch in style
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ong-time friend of Roots Laurie David recently visited Toronto to promote her new book, The Family Dinner: Great Ways to Connect with Your Kids, One Meal at a Time. It combines healthy recipes, conversation starters and helpful tips to bring a family together for the most important part of the day – mealtime. To celebrate David’s book launch, Roots co-founder Michael Budman and his wife Diane Bald hosted a supper of their own. Celebrity chef Jamie Kennedy was enlisted to create a feast inspired by The Family Dinner. The party of 18 included Roots Co-Founder Don Green and his wife Denyse Green; Indigo Books founder and CEO Heather Reisman; Olympic gold medalist and President/ CEO of Right to Play Johann Koss; Chairman of Maple Leaf Sports and Entertainment Larry Tanenbaum and his wife Judy Tanenbaum; Director/CEO of the Toronto International Film
Laurie David, (left), displays her new book with friend Diane Bald
Festival Piers Handling; and Zoomer magazine Editor-inChief Suzanne Boyd. The new book is the latest in a long list of accomplishments for David. Her previous books,
Stop Global Warming: The Solution is You! and The Down to Earth Guide to Global Warming, were sold at select Roots stores in Canada. In 2006, she also teamed up with Roots to
create and sell Stop Global Warming bracelets (made from scrap leather), which since then have raised more than $150,000 for the U.S.-based Stop Global Warming Fund. Additionally, David is a seasoned film producer, focusing on projects related to environmental issues. She produced the 2006 Academy Award-winning film, An Inconvenient Truth, a documentary based on former U.S. VicePresident Al Gore’s research into global warming. On her book’s website David writes: “As my kids have gotten older, I see how truly instrumental those dinners, meal after meal after meal, have been in keeping my family connected to each other in good times and bad, even through a divorce and during the ‘difficult’… teen years.” With so much on her plate, David sets a good example for families that could try a little bit harder to make time for family meals.
IT’S ALWAYS SOMETHING… THAT ROOTS CARES ABOUT Celebrities take home new tote bags donated by Roots at charity event From L to R: Jayne Eastwood, Robin Duke, Kathryn Greenwood and Teresa Pavlinek, all members of the comedy group Women Fully Clothed
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n late November, Gilda’s Club Greater Toronto held its 9th annual “It’s Always Something” variety show, an event that Roots has long supported. Gilda’s Club, which assists people living with cancer, hosted the evening at the Princess of Wales Theatre in the city’s entertainment district. Thanks to more than 40 performers who offered their
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time, and several corporate donors, the event proved a great success. Every year since the show first began in 2002, Roots has contributed various products as gifts. This year, the company donated customized French Tote Bags made in the Roots leather goods factory in Toronto. The bags, featuring the Gilda’s Club logo, were presented to members of the cast and crew including
CTV’s Canada AM host Beverly 1989. Two years later, her Thomson, CHUM-FM radio husband and fellow actor Gene personality Ingrid Schumacher, Wilder founded Gilda’s Club and the cast of the female with the help of friends. There comedy troupe Women Fully are now 29 branches of the Clothed. organization in Canada and the The Princess of Wales United States, which are dubbed Theatre, which seats 2,000, was “clubhouses” by the charity. This nearly sold out for the event. year’s variety show raised more Proceeds from ticket sales went than $350,000 to keep the red to Gilda’s Club, named after the doors of Toronto’s “clubhouse” late comedian Gilda Radner. open. Since the first “It’s Always For the fourth consecutive year, Something” show in 2002, the comedian Russell Peters hosted event has raised more than $2.5 the event. Other performers million for the charity. included So You Think You Can Dance Canada’s Denys Droznyuk and his partner Antonina Skobina, Jim Cuddy and Greg Keelor of the band Blue Rodeo, comedians Colin Mochrie and Brad Sherwood and magician David Ben. A good friend of Roots, Radner died of Dan Levy, (left), and Eugene Levy ovarian cancer in The Source • 5
FESTIVE SEND-OFF Head office staff enjoy year-end luncheon to celebrate holidays and all of 2010
Roots Co-founders with long-time employees (L to R): Orthenz Singson, Michael Budman, Sherry Noorhassan, Don Green, Jenny Gazel, Josann CreightonRobinson, Janice Blair and Bashir Popal.
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he air was rife with holiday spirit in late December at the Roots headquarters in Toronto. It was most evident at the annual holiday luncheon held for head office staff that also celebrated the successes of 2010. Doug Sargent, retired District Chief of the Toronto Fire Fighters Association, kicked off the festivities by commending head office employees for
contributing gifts for the Toronto Fire Fighters Toy Drive. He explained how the generous donations help bring cheer to underprivileged children during the holiday season. Roots Co-founders Michael Budman and Don Green addressed the group next, expressing their gratitude for the hard work of employees over the year. Without it, they said, Roots
would not have made 2010 so memorable. They cited four major highlights – the recordbreaking Roots sales in Vancouver during the Winter Olympics; the collaboration between Roots and artist/writer Douglas Coupland on a separate collection; the re-launch of footwear; and the “General Store” holiday theme which brought classic Roots merchandise together with other seasonal essentials such as candy and stocking-stuffers. Don and Michael also took the opportunity to acknowledge workers who have reached significant benchmark anniversaries in their careers at Roots and presented them with gifts. The folks at head office weren’t the only ones having some holiday fun. Year-end luncheons were also hosted at the leather factory and the Distribution Centre (DC) in Toronto. At the factory party, employees enjoyed a big screen screening of the CBC report entitled “Buying Canadian” that focused on Roots and was broadcast on The National in
mid-December. As they watched the TV piece, staff cheered in recognition of colleagues who appeared on the screen. Prizes were also raffled off at the party in keeping with an annual tradition. Don and Michael thanked everyone for their hard work and craftsmanship in 2010, which was one of the factory’s busiest years in its history. At the DC, there was also a raffle at the holiday party. The top two prizes were a 32” LCD television and a six-burner gas barbeque. Michael and Don showed their appreciation to the DC staff for their dedication and perseverance through the challenges in 2010. For his part, Bob Baker, Director of DC Operations, tipped his hat to the co-founders, thanking them for being part of the holiday celebration and for providing an environment in which the DC team can excel. The seasonal festivities ended 2010 on a positive note, just like the way it began, and set the stage for yet another great year in 2011.
WE’RE ROOTING FOR YOU Congratulations to big winners of holiday draws
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o brighten the holidays for a few lucky customers, Roots held two online contests in December. For a chance at winning a A winning leather prize: Roots Weekender Weekender Bag, it was Bag as simple as joining the Roots Insider email list. On top of receiving information about new products and exclusive offers, subscribers were automatically entered into a draw. With one giveaway each day until Christmas, 24 shoppers took the quality leather bags home. As Laurie Condie from 6 • The Source
Mississauga, Ontario found out, it can pay to speak your mind. She reviewed the Chunky Cable Earflap hat and was entered into the Rating and Review Contest that was also open to entrants during the holiday season. The outcome? Condie won a $3,000 Roots wardrobe! Anyone who reviewed a product online from early December to January 3 was entered into a draw for the generous prize. More giveaways will be happening in the coming months. Keep your eyes on the “What’s New” portion of the Roots website for your chance to win.
SNEAK PEAK
Capturing images for the upcoming ad campaign for the new spring collection alifornia’s Joshua Tree National Park is the backdrop for the upcoming campaign showcasing the new Roots spring line. With its warm, dry climate and distinctive landscape, the park proved an ideal setting to photograph the collection, which will be launched as the Canadian winter starts to recede. Los Angeles-based Canadian photographer Rylan Perry, who has
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worked with Roots before, was behind the camera for the shoot that took place in mid-January under the on-location direction of Creative Producer Diane Bald and Manager of Visual Presentation Patrick Davis. The campaign, which will consist of newspaper ads, store posters and online visuals at roots.com, will begin in late February.
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A SENSE OF PLACE Roots featured as prime example of a Toronto-based success story
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usiness is essential to the health and vitality of a city. Invest Toronto, as its name suggests, is a local agency promoting the city as a destination for Canadian and foreign companies to invest and develop new opportunities. Increasingly, governments are reaching out far and wide to attract business and investment to their major cities. A semipublic body, Invest Toronto is part of such an effort. In October, it greatly expanded its website, in part to help companies access relevant resource material. Among its diverse content, the site also showcases leading businesses in Toronto. In the “Success Stories and Profiles” part of the News and Reports section, it features Roots. “Great cities are both incubators and magnets for entrepreneurial talent and
Skyscrapers in Toronto’s financial district
creativity,” it writes. “With their urban dynamic, they attract and nurture those driven to succeed in business and other spheres. Toronto and Roots Canada are a classic illustration of this synergy… Toronto has always had a central role in the success of Roots. Not only did the city
attract cofounders Michael Budman and Don Green to move there in their youth from their native Detroit, it also made their business possible. To this day, they are the consummate ambassadors for Toronto, forever paying tribute to the city, both for its quality of life and as
a place to run an internationally successful business.” Since its inception in 1973, Roots – just like its host city – has grown considerably, both in size and diversity, all the while becoming a more global entity. Interestingly, Toronto is where Roots, has by far, the greatest number of stores compared to any other single metropolitan area in North America. It’s an excellent example of a symbiotic relationship between a place and a business. “Roots is the quintessential Toronto success story,” says Nikki Holland, Vice President of Invest Toronto. “It’s exactly the type of company we want to showcase as Invest Toronto promotes our city around the world, especially to businesses. Toronto has played an important role in helping Roots and other Canadian companies achieve success.”
GETTING RITZY FOR A GOOD CAUSE Annual Bloor Street Entertains event raises money for AIDS research
Raymond Perkins of Roots
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inner guests looked stunning as they seated themselves around large wooden tables for a gourmet feast. It was hard to believe that just a few hours earlier, sportswear and jackets took centre stage in this same space. In late November, a dinner took place at the Roots flagship store in Toronto as part of Bloor Street Entertains, an annual fundraiser for the Canadian Foundation for AIDS Research (CANFAR). For 14 years, several stores in the Yorkville
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Dinner guests await a feast at store
neighbourhood have temporarily morphed into dining rooms to host exclusive dinners. Roots participated in the event for the 8th consecutive time, joining 22 other shops this year. Staying true to the “general store” theme already in effect for the holidays, Roots used the seasonal fixtures and decorations as a backdrop for the dinner. As a throwback to classic Canadiana, the place settings were faux tree stumps and the table had mushroom-filled centrepieces. Not surprisingly,
Chef Trevor Wilkinson
the focal point of the evening was food, and guests were not disappointed. For the event, Trevor Kitchen and Bar generously provided an extravagant five-course meal which included spicy ahi tuna tartare, braised beef short ribs and passion fruit meringue pie. To top it all off, each course was paired with one of Wayne Gretzky’s fine wines. With a guest list of 30, attendees of the Roots gathering included the company’s cofounder Michael Budman and his wife Diane Bald; CEO of
R&B artist Aion Clarke
Indigo Books Heather Reisman and her husband, Gerry Schwartz, CEO of Onex Corporation. The RBC Foundation, Toronto Life magazine and the Four Seasons Hotel also purchased seats. Participants paid $600 apiece for the Bloor Street Entertains dinners while tickets for the after party were $100. Since its inception in 1996, the annual event has raised more than $3.8 million for various HIV/AIDS research grants awarded by CANFAR. The Source • 7
FINE PRINT
A selection of coverage of Roots in the media
J. COLE AND DRAKE IN THE SPOTLIGHT
Rap artists perform in Toronto with a touch of Canadian style Drake performing at The Sound Academy
Here are some recent sightings of Roots in the pages of newspapers and magazines:
• Shops.ca: Dec. 24. Features the Flat Saddle Bag in vintage tribe leather, the Lola Leather Hobo Bag and the Leslie Mittens in biking red. • Paper magazine: Dec. Roots-Douglas Coupland Crystal Skateboard cited as one of the hot items for the holidays. • Toronto Star: Dec. Mention satchels from Roots as practical stylish pieces. • SweetSpot.ca: Dec. Getting Dressed section features Roots Western Riding Boots. • Toronto Life: Dec. Features the Mini Satchel in khaki green in gift guide. • Chatelaine: Dec. Spotlights the Woodsman Bomber as part of their gift guide • DailyXY.com: Dec. Roots Westgrove Plaid Scarf featured in top 10 scarves for winter list. • 2Magazine: Dec. Features the Tuff Skin iPhone case in holiday gift guide. • Now: Nov. 18. The holiday gift guide features the Penelope Duffle Coat, the Buffalo Plaid Burnout T-shirt, and the Men’s Chukka Boots. • Eye Weekly: Nov. 17. Features the Woodsman Bomber, Roots duffle bags and sweatpants. • Breakfast Television: Nov. 17. Woodman’s Bomber featured in a gift-giving segment. • Toronto Star: Nov. 17. Features the women’s Beaconsfield Sweater and the Modern Satchel in tribe. • Thesoulsofmyshoes.com: Nov.15. Features the Village Satchel in denim. • Dailysqueeze.ca: Nov. 15. Features the Original Sweatpant in their fit list holiday gift guide. • Toronto Star: Nov. 11. Photo shoot featuring a Roots blanket and men’s Nordiques FZ Cardigan in multi. • National Post: Nov. 8. Isabella Bag featured in Battle of the Blades fashion shoot. • Realstylenetwork.com: Nov. Features women’s Roll Over Boot in tribe leather. 8 • The Source
J. Cole, (left), and Drake backstage with a fan
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oots has a new friend in up-and-coming rapper J. Cole. For his first show in Toronto in early December, he took to the stage sporting a custom-made Roots jacket. Earlier that day, the North Carolina native wore the same jacket, the left breast bearing his name, when he appeared on MTV Live.
Even though he has yet to release a debut studio album, Cole, 25, has a large fan following. Case in point: The Sound Academy, a large, popular Toronto venue, was sold out for his performance. Fans received an extra treat when Cole brought out his friend and collaborator, Drake to great applause. The two musicians performed “In the
Morning” together for the first time live. Drake was also donning Roots gear with a Beaver Canoe hoody. Bloggers took notice of the fashion choice. For example, The Real Frequency blog commended him, “for reppin’ and bringing back the Beaver Canoe hoody.” The young star is a known supporter of Roots.
HOTELIER LAUNCHES NEW BOOK AT ROOTS
Hans Gerhardt shares tales from his illustrious life with readers
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ans Gerhardt may be best known for his eight years as President and Managing Director of Toronto’s famous Sutton Place Hotel but he’s also worn many other hats. In addition to his long tenure in the hotel industry, both in Canada and the Caribbean, he’s done marketing for a luxury car dealer, an international clothing brand and a national printing company, and is currently involved with a company in the currency exchange field. As if all that were not enough, he’s now also trying his hand at being an artist’s agent. With such an eclectic background, Gerhardt, 69, has great stories to tell – which he does in an engaging manner in his new book, Hotel Biz: a Memoir. It reveals many of the experiences that have shaped his life. The origins of the book date back a decade. Known for constantly being highly active, Gerhardt experienced a sobering
few months in 2001 that forced him to take stock of his life. The real estate investment company he was working for closed and he lost his job; a couple of
Hans Gerhardt
months later, he underwent major surgery; his wife was diagnosed with melanoma; and then on Sept. 11 his son was killed in the terrorist attacks on New York’s World Trade Centre. The tragic chain of events prompted Gerhardt to reflect and
write a book, which he dedicated to his late son Ralph Gerhardt. “9/11 brought me to a complete stop,” says Gerhardt. “I recalled my life from the day I was born to today.” He recounted much of his life with the help of logbooks and journals that he has been keeping for more than 40 years. In early December, Roots threw a launch party for Gerhardt, an old friend, to celebrate his latest accomplishment. Complete with hors d’oeuvres and Wayne Gretzky wine, the event took place at the flagship store on Toronto’s Bloor Street. There was a strong turnout, as many of Gerhardt’s former employees and colleagues appeared at the launch. Notable guests included Roots co-founder Michael Budman who addressed the guests, young rapper J. Cole, and wine critic and writer Tony Aspler. Gerhardt’s book is being carried by select Roots stores. Issue 99
SOMETHING NEWSWORTHY CBC shows how it takes a village to raise a Roots bag made and purchased in Canada
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he Roots Village Bag recently got the star treatment on television. In mid-December, the popular handbag was featured in a lengthy news piece about the economic impact of consumers buying Canadianmade products, which aired on CBC’s The National. The report by CBC Senior Business Correspondent Amanda Lang illustrated how purchasing domestically-made items positively influences the country’s economy. She explained that each dollar spent on Canadian goods has a ripple
effect as it fuels different sectors including retail and manufacturing. As part of this pattern, the piece included comments from Maria Silva, who has worked in the Roots leather factory since 1996. She explained that with her paycheque, she in turn spends money on various things in Canada thereby contributing to the country’s economy. The CBC chose Roots because it’s an iconic Canadian brand that still does much of its manufacturing in Canada, including at its factory in Toronto. As Roots Co-founder
Above: Graphic from CBC shows it takes 63 people to create, distribute and sell one Village Bag
The hard work of factory employee Maria Silva is captured by CBC
Michael Budman gives reporter Amanda Lang a tour of the factory in Toronto
Michael Budman explained in the report, he and fellow Cofounder Don Green rejected recommendations from consultants who, about ten years ago, suggested that the leather factory be closed and manufacturing moved overseas to save money. That would have compromised the quality of the leather products that have always been a Roots staple. As one of the three top selling products in the history of Roots, the Village Bag has generated a great deal of revenue for the Canadian economy. A CBC camera crew filmed the bag’s journey from the factory where it was designed and made, to the Distribution Centre where it was inspected and packaged, and on to the flagship store on Toronto’s Bloor Street where it
was unpacked and displayed. The final leg of the bag’s voyage happened when a customer purchased it while the CBC was there. She spoke on camera about her satisfaction with the Village Bag she already owned and her desire to have another one. By capturing the multiple steps involved in producing and selling the bag, the CBC portrayed the many jobs created by manufacturing products in Canada. In fact, the CBC team calculated that 63 Roots employees were involved in designing, making, transporting, distributing and selling each Village Bag. The story, entitled “Buying Canadian,” can still be viewed on www.cbc.ca, as well as on the Roots blog “ The Buzz” at buzz.roots.com.
TRUE HOLIDAY SPIRIT Guelph Roots store team steps up to the plate for the needy
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Top L to R: Hailey Yearham, Katie McCarthy, Michael Capstick and Brianne Clarke. Bottom: Laura Sanford and Giuli Giancotta
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very year, Jessica Eusebio, Manager of the Stone Road Mall store in Guelph, Ontario, volunteers for the city’s main food bank. This year, she invited her team to also participate. In between work and studies, the staff – all of whom are students at the University of Guelph – have contributed to the charity. Each employee has put in approximately seven shifts, ranging from three to four hours at a time. Established in 1989, the Guelph Food Bank collects lightly used goods, clothing and food to distribute to those in need. Its work is more effective thanks to the help of volunteers, including those from Roots. Jessica praises her team and their dedication during the holiday season.
“They are really good, happy, full hearted people,” says Jessica. “I’m so proud of the company and the store staff.” She voiced appreciation specifically for the support she received from the Roots head office, which donated clothing to the food bank. The efforts of the Guelph store employees did not go unnoticed. Rogers Cable spotlighted the store’s staff at the Guelph Food Bank in a story to air on television. It can be viewed on the Rogers TV website. Although the efforts by the store’s team began as a Christmas initiative, the group hopes to stay involved with good causes throughout 2011, such as participating in environmental projects this spring. The Source • 9
NEW & NOTEWORTHY A guide to just-launched Roots products
Slouch Tank Dress, Black Mix, $68
Olivia Bag in Super Palma Lux Leather, Black, $258
Annabelle Cardigan, Canyon, $128
Emily Shirt, Ombre, $58
Karoline Bag in Prince Leather, Canadian Red, $188
Perfect Deep-V Tee, White, $30
Burnout Printed Tee, Dusty Olive, $38
Kristina Bag in Woven Leather, Black, $268 Jungle Floral Print Scarf, San Marzano, $30 Village Bag in Super Palma Lux Leather, Black, $188 New Flat Saddle in Prince Leather, Canadian Red, $218
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NEW & NOTEWORTHY A guide to just-launched Roots products
UBC Tech Jacket, Fatigue, $158
RBA T-Shirt, Medium Grey Mix/Green, $30
Dalhousie Full Zip Hoody, Medium Grey Mix, $80
Cassidy Ranger Leather Jacket in deer, Black, $588
Reilly Shirt, Estate Blue, $60
Jet Bag in Veg Tan Leather, Black, $328
British Saddle in Veg Tan Leather, Black, $388
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Raiders Bag in Veg Tan Leather, Black, $278
Norbie Bag in Veg Tan Leather, Black, $328
The Source • 11
HEALTH TIP #60
Easy ways to stay healthy Don’t forget your oats: Eating a bowl of oatmeal every morning is the perfect way to start your day. If you want to be nice to your body, natural oats are beneficial for your health. Oatmeal contains a soluble fiber known as beta-glucan, a natural immunity booster that helps fight off bacterial infections and stabilize blood sugar and insulin levels. The fiber also reduces cholesterol levels in the bloodstream. There are other good reasons to eat oatmeal, as it: • Reduces the risk of heart disease and type 2 diabetes • Normalizes blood pressure • Assists with weight loss If the prospect of eating oatmeal straight does not grab you due to its taste, jazz it up by adding: • Natural sweeteners such as fruit, honey, cinnamon or stevia • Milk (instead of water) which also adds calcium • Egg whites for high quality protein • Nuts or granola for some crunch and fiber Oats have been cultivated for 2,000 years in various regions throughout the world. Before being consumed as a food, they were used for medicinal purposes, for which people in many countries still use oats today. Not only is oatmeal good for you, it’s fast, convenient and inexpensive. When buying oatmeal, choose natural oats rather than pre-packaged oatmeal, which is often loaded with sugar, stripped of nutrients and expensive. • Source: The World’s Healthiest Foods, www.whfoods.org
GUESS WHO JUST DROPPED IN Taking attendance of special guests in the world of Roots
Andy McCurbin, Michael Budman, Mark Wahlberg, Rasta Phil, Diane Bald
Johnny Reid
Billy Boyd surrounded by Roots employees
Drake
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elebrities have long made a point of shopping at and developing friendly ties with Roots. Here are the latest sightings of prominent figures from the world of entertainment and sports who recently visited Roots stores or were seen wearing Roots. • Bloor Street, Toronto – Mark Wahlberg, American actor and producer and his friend Rasta Phil, Trinidadian reggae musician, dropped by to promote Wahlberg’s new film The Fighter. He purchased Roots Desert Boots and sweatpants. • Station Mall, Sault Ste. Marie, Ontario – Billy Boyd, Scottish actor and musician, most famous for playing the role of Pippin in the film adaptations of
Stephen Harper
Kerry Carter and Dahrran Diedrick
The Lord of the Rings, stopped by the store while filming a movie in the area. He purchased several T-Shirts including the Baby Boy Rba Flag short sleeve, Vintage Heather tee and Shadow Rba Classic tee. • Market Mall, Calgary, Alberta – The Right Honorable Stephen Harper, Prime Minister of Canada, shopped at the store accompanied by security guards. He picked up an Olivia Bag for his wife whom he claimed loves Roots. • Downtown Kingston Store, Ontario – Johnny Reid, country musical artist in Canada, visited the store after his performance at the K-Rock Centre in Kingston. He picked out the Sophie Sweater Coat, Girly
Sporty Sweater, Baby Open Bottom Sweat Pants, Baby Full Zip Hoody and the Sophie Athletic Jacket, all for his new daughter. In addition, he took the time to sign some autographs. • Drake was spotted courtside in mid-Dec. at the New York Knicks vs. Boston Celtics basketball game in New York. He was sporting the Men’s Cassidy Ranger’s Jacket from Roots. • Bloor St., Toronto – Dahrran Diedrick and Kerry Carter of the CFL’s Montreal Alouettes football team stopped by the store to celebrate their 2010 Grey Cup win and to show off their official Grey Cup Rings. They posed for several photos with employees.
GREAT MOMENTS IN RETAIL Spotlighting the top performing Roots stores in recent months based on their sales results B
Pen Centre Store in St. Catharines, L to R: Taylor Langshaw, Shaun Valeriote, Casey Smith, Ashley Hardman, Kate Riediger, Jenna Cutting and Ashley Demmery. Missing in photo: Leanne D’Achille, Mallory Wheeler, Ashley Hatt, Kaitlin Horne, Susan Tope, Marlo Saganski, Kyle Mackinnon, Ally Dwyer-Joyce, Katie Vaughn and Brittany Wilcox
12 • The Source
efore this issue of The Source went to press, we received the final sales figures for retail stores in recent months. The Pen Centre location in St. Catharines, Ontario took top spot for both December and November, making it the winning company store three months in a row. As for the Roots 73/Outlet category, the Lansdowne Place outlet in Peterborough, Ontario came in first place. The Durham Outlet in Ajax, Ontario took the honours in November. Congratulations to Casey Smith, Manager of the Pen Centre store, Todd Fournier, Manager of the Landsdowne Place outlet, and Denise Hosking, Manager of the Durham Centre outlet, and to their respective teams for their exemplary performances. Hats off to all of the other stores that surpassed their sales goals in December and November. Issue 99
STAYING POWER
DÉJÀ VU Straight from the archives: A vintage Roots moment
Saluting those who go the distance Princes William, Charles and Harry in Vancouver get into their Roots in 1998
OYAL STYLE: Britain’s Prince William, (far left), is all over the news lately. His recent engagement to Kate Middleton has generated considerable excitement for the second in line for the British throne and his future wife. William has come a long way since his difficult teen years following the sudden loss of his mother, Princess Diana who died in a car crash in 1997.
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In March 1998, at the age of 15, William (along with his father Prince Charles and his brother Harry) visited Vancouver before vacationing in Whistler. The princes, as seen here, displayed public joy for the first time since the August death of Diana. As part of the visit, the Canadian government invited Roots Co-founders Don Green and Michael Budman to personally present the royals with trendy Canadian Olympic gear
made by Roots. The gifts made for a warm welcome indeed. A few weeks earlier, for the first time, Roots was Team Canada’s official outfitter for the Nagano Winter Olympics. The apparel proved a huge success. The royals joined a slew of other celebrities sporting the red and white uniform including then-US president Bill Clinton, Canadian songstress Sarah McLachlan, and actress Rosie O’Donnell.
Urmila Chauhan, Leather Stitcher, 35 years Bruce Edgar Cox, Leather Coordinator, 35 years Duc Ngo, Leather Lining, 30 years Luis Sanchez, DC Maintenance, 30 years Judy Hurlburt, Personal Assistant, 25 years Rebecca Fernando, Merchandise Manager, 15 years Phuong Ngo, Leather Stitcher, 15 years Maria Silva, Leather Stitcher, 15 years Bernadette Chambers, DC Administration, 10 years Erin Clark, Keyholder, 5 years Nathalie Giroux, Store Manager, 5 years Stephanie Holden, Creative Director, 5 years Tracy Klem, Graphic Designer, 5 years Maria Medeiros, Factory Administration, 5 years Shannyn Ormiston, Store Manager, 5 years Jina Ro, Technician, 5 years
WRITE ON!
The Source wants to hear from you If you have any ideas for future articles in The Source, please contact us. Even better, if you would like to write for The Source, let us know. We welcome your involvement and look forward to hearing from you. Write to us at thesource@roots.com
JIMMY SHOWS HIS TEAM COLOURS Late Night staff members keep cozy with Roots apparel
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or years, Roots has been a popular choice for busi-nesses and media personalities when ordering customized merchandise. Celebrities such as Russell Crowe, Barbra Streisand and Steven Spielberg have all used Roots when looking for specially designed apparel. In the latest collaboration with an NBC program, Roots made customized clothing for Jimmy Fallon, host of the talk show Late Night With Jimmy Fallon. The order consisted of 390 long sleeved thermal tees for his show’s staff, just in time for the holidays. Made in Canada, the beigecoloured tops are produced from Issue 99
100% cotton. They carry the show’s logo in red on the left sleeve with the Roots logo on the bottom left corner of the shirt.
This is not the first time Fallon has partnered with Roots. As a long time friend of the company, he previously ordered customized hoodies and in 2009, Fallon also presented a Roots USA bag on the Oprah Winfrey Show as an auction item. Coming from a strong comedy background including being a former cast member of Saturday Night Live, Fallon has led his late night show to success since its premiere in 2009. Roots and NBC share a highly successful on-going relationship dating back to the early ‘90s, when it created the Saturday Night Live collection of apparel, and in recent years
also made clothing for the popular TV series The Office. David Jackson, Account Manager in the Business-toBusiness Department at Roots, coordinated the order for Fallon.
Jimmy Fallon on set of Late Night
The Source • 13
GREEN TIP #63 Easy ways to help the environment
GO LITTERLESS AT LUNCH: In our fastpaced society, it’s easy to turn to prepackaged, ready-to-eat convenience food at lunchtime. For all of its convenience, however, such fare is no great ally of your health or the environment. With a bit of planning and preparation, lunch can be both nutritional and environmentally friendly. A single pre-packed lunch often contains waste such as wrappings, baggies, aluminum foil and plastic wrap, all of which create unnecessary litter. Decreasing the amount of litter is simple. Start by eliminating the use of paper or plastic lunch bags, paper napkins, product wrapping and containers, plastic utensils, plastic water bottles and juice boxes. Instead, replace these items with the following: • Reusable lunch bag • Glass or stainless steel containers • Reusable utensils • Stainless steel thermos for coffee, water or juice • Cloth napkins Another strategy to reduce waste is buying in bulk, which eliminates individual packaging and is cost efficient. For instance, try buying yogurt in bulk instead of in individual packages and separate servings into smaller, reusable containers. The logic behind going litterless is to eat or take home everything you brought for lunch. By using these simple tips, you can help decrease your carbon footprint. • Source: www.aboutmyplanet.com/ category/daily-green-tips/
Alyssa Victoria Gee, 8 months, London, ON
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STARTING LINEUP
Introducing the people who make it happen at Roots stores As part of our continuing series of team pictures from the Roots retail family, this issue of The Source is spotlighting the Devonshire Mall store in Windsor, Ontario. Back row, left to right: Edith Bautista, Zak Owen, Chris Crowe-Campeau, Beth Walker and Jessica Hancock. Front row, left to right: Allison Frankowski, Michelle Labute and Chelsey Frye. Missing in photo: Durwin Boler, Amanda LaFrance and Sherin Pennickara.
SPEAK TO MY AGENT
The littlest customers show their Roots
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e often receive unsolicited photos from people eager to show us pictures of their children, cousins, grandchildren, or even pets, wearing Roots. Sometimes the senders ask if we can use the photos in a future advertising campaign. We can’t promise that, but we are certainly happy to publish them in The Source. Everyone is welcome to submit their favourite shots to be considered for publication. Please send your pictures to photogallery@roots.com. Be sure to include the name and age of each child or pet in the photo, where it was taken, place of residence and a sentence stating that you agree for the photos to be used in The Source.
Gregory Truong, 3 years, Mississauga, ON
Jerilyn Lakins, 6 months and brother Gibson, 22 months, Kingston, ON
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MUSICAL ROOTS Bruno Mars makes an astronomical impression on the music scene Mars got his big break as a songwriter for other artists
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runo Mars had much to started out as a soloist, Mars is celebrate on New Year’s no stranger to the top of the Eve after a year full of charts. In 2009, he co-wrote Flo achievements, and much promise Rida’s hit song “Right Round.” of more success in 2011. His A year later, he collaborated with second single reached the rapper B.o.B on “Nothin’ on number one spot on Billboard’s You” and co-wrote Travis Top 100 in late McCoy’s December. His “Billionaire.” hit song Both songs “Grenade” became Top bumped Katy 10 hits. Using Perry’s that momen“Firework” tum to launch down to his career, number two Mars quickly leaving him became the ecstatic. This is first male what he vocalist in tweeted about two decades first full-length album, the good news: Mars’ to crack the Doo-Wops and Hooligans “Grenade is the Top 10 with #1 song in the country thanks to his first four singles. He is also you guys! What a way to end my the first artist to have his first year. Thank you all for giving two singles reach number one me the greatest year of my life!” since Sean “Diddy” Combs in Though he only recently 1997 when he was known as
Puff Daddy. Born Peter Hernandez in 1985 in Honolulu, Hawaii, Mars began performing at the age of four by fronting his uncle’s band, becoming Oahu’s youngest Elvis impersonator in the process. “Everybody in my family sings,” says Mars. “My uncle’s an incredible guitar player, my dad’s an incredible percussionist, my brother’s a great drummer. I’ve just been surrounded by music.” When he was 14, Mars was impersonating the King of Pop, Michael Jackson, as part of the “Legends in Concert” tribute show. Fittingly, the U.S. National Public Radio (NPR) recently dubbed Mars “the new Prince of Pop” due to his explosive entrance onto the music scene. After graduating from high school in 2003, he took his uncle’s advice and moved to California to pursue a music career. After months of frustration, he met songwriter Phillip Lawrence who convinced Mars to try his hand at writing songs for other artists. The two called themselves “The Smeezingtons” and co-wrote “Long Distance,” which was recorded in 2008 by R&B singer Brandy. More offers followed, and Mars and Lawrence scored their first number one hit together with Flo Rida’s international smash “Right Round.” For someone who just dropped his first full-length album – Doo-Wops and Hooligans – in 2010, Mars has
CHEF’S CORNER Roots-friendly recipes for a healthy diet and to bring pleasure to your palate F or this issue’s Chef’s Corner, we present a recipe for making Potato and Bean Enchiladas.
INGREDIENTS: ½ pound potatoes, peeled and diced ½ teaspoon cumin ½ teaspoon chili powder ½ teaspoon salt 1-½ teaspoons ketchup ½ pound fresh tomatillos, husks removed ½ large onion, chopped ½ bunch fresh cilantro, coarsely chopped, divided 1 (12 ounce) package corn Issue 99
tortilla ½ (15.5 ounce) can pinto beans, drained ½ (12 ounce) package queso fresco oil for frying DIRECTIONS: 1. Preheat oven to 400 degrees F. In a bowl, toss diced potatoes together with cumin, chili powder, salt and ketchup, and place in an oiled baking dish. Bake in the preheated oven for 20 to 25 minutes, or until tender. 2. Meanwhile, boil tomatillos and chopped onion in water to cover for 10 minutes. Set aside to cool.
ROOTS RADIO RECOMMENDS A guide to the top songs of of 2010 1. Forget You – Cee Lo 2. What’s My Name – Rihanna Feat. Drake 3. I Got A Feeling – Black Eyed Peas 4. Imagine – John Lennon 5. What’s Going On – Marvin Gaye
already gained a great deal of recognition. Mars is sure to further solidify his place in the world of music this year as he has been nominated for seven 2011 Grammy Awards. - Daven Bujalski • Listen to Roots Radio to hear music from Bruno Mars Mars’ first four singles reached the Top 10
Once cooled, puree with half of the cilantro until smooth. 3. Fry tortillas individually in a small amount of hot oil until soft. 4. Mix potatoes together with pinto beans, ½ cheese and ½ cilantro. Fill tortillas with potato mixture, and roll up. Place seam side down in an oiled 9x13-inch baking dish. Spoon tomatillo sauce over enchiladas, and spread remaining cheese over sauce. Bake for 20 minutes, or until hot and bubbly. Prep time: 1 hour Cook time: 45 min. Servings: 6 Source: www.allrecipes.com The Source • 15
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