April / May 2011

Issue 100 The Source • 1

2 • The Source Issue 100

Departments

FINE PRINT

GREAT MOMENTS IN RETAIL

NEW & NOTEWORTHY

STAYING POWER

GREEN TIP

HEALTH TIP

ON THE MOVE

SPEAK TO MY AGENT

SPECIAL DELIVERYA selection of recent letters from the world of Roots

I N S I D EI S S U E 1 0 0

PublishersMICHAEL BUDMAN, DON GREEN

EditorROBERT SARNER

Editorial AssistantCAROLINE IWANOWSKI

InternEMILY TARABORRELLI

The Source is published by RootsCanada Ltd. We welcome letters fromreaders for publication. Pleaseaddress all correspondence to TheSource, Letters to the Editor, RootsCanada, 1400 Castlefield Ave.,Toronto, Ontario, M6B 4C4 or by emailto [email protected] Letters maybe edited for length and clarity. Each issue of The Source is alsoavailable, as a blog on the Rootswebsite at www.thesource.roots.com

EXPRESS YOURSELFPlease send your letters [email protected]. Lettersmay be edited for length andclarity.

At the same time, we inviteyou to send us your most creativephotos or illustrations forpublication in The Source.

Please send your submissionsto [email protected]

FASHION FOR FUNDSOn behalf of the children ofZareinu Educational Centre, wewant to thank Roots for itscommitment to our annualfashion show. Due to the gener-ous support of people andorganizations like yours, theevent was a tremendous success.It helps bring recognition to thechallenges faced by families andchildren with special needs.

Today, as many as 20% of allschool children have some kindof special need which requiresand deserves our dedicatedsupport. You would be proud toknow that your contributionhelped fulfill this need.

Zareinu believes in eachchild having the opportunity toreach his or her full potential.Because of the help of Roots, achild unable to speak may sayhis or her first word and a childunable to walk may take his orher first step.

On behalf of all of us atZareinu, we thank Roots forhelping us turn dreams intomilestones.S. Markin, R. RosenzweigZareinu Educational Centre,Toronto

SOUNDS OF SUPPORTI’m writing to thank Roots forthe generous donation to our

“Sounds of the Season” silentauction. This is part of CBCToronto’s annual charity drive tobenefit local food banks in thecity.

The fantastic Roots bag youprovided helped make this year’ssilent auction a great success. Intotal, we raised almost $14,000and provided direct support tolocal food banks to help endhunger in the Toronto area.

With support from yourorganization, other local busi-nesses and the ongoing dona-tions of CBC audiences, we arewell on our way to meeting ouroverall goal. Over the years, theannual “Sounds of the Season”initiative has collected more than$240,000 and 8,000 pounds offood.

From all of us at CBCToronto, thank you again forhelping to make a meaningfuldifference in our city.Maylene ChavezCBC Toronto Communications

BLISS WELL DEFINEDYou’re tired after a weekend ofworking, exercising, tutoringkids, being dragged by your dog,cleaning every possible corner ofyour house, riding horses,feeding your kids and, of course,doing some last-minute shoppingfor whatever that thing is you’re

DATELINE TAIPEIAlex Budman reflects onher visit to Taiwan

ALL DRESSED FORROMANCEKen and Barbie reunitewith style

A CONSUMING PASSIONDoctor amasses majorcollection of vintage Roots

THE MEDIUM ANDTHE MESSAGERoots digital leaders arekeynote speakers at socialmedia conference

IN A STARRING ROLEToronto and Roots cometogether for KardinalOffishall’s new music video

RRROLLING UP THE RIMWITH RRROOTSTwo great brands combinein joint effort for Canadiansoldiers in Afghanistan

going to tomorrow night. Youdid it all in those random tightpants that it takes two hours toget your feet through.

You finally come home andhave a moment to yourself. Whatto do? Maybe clean some more?No! You stop, drop everythingand go change into your RootsOriginal Sweatpants. Welcometo heaven.

A rush of tingling feelingsspreads through your body. Yourmuscles feel pleasant and youwish you could wear themeverywhere. They’re like acomfortable home for your legs– a home for the needy. Yourlegs need something as roomy,soft and pleasurable as the RootsOriginal Sweatpants. They’reavailable in so many colours andcan fit anyone. The price is greatand totally worth it. Overall, thepants are excellent.Aga GontarzToronto


TELLING THE STORYOn the publication of Issue 100, The Source celebrates the focus of its attention:

the ongoing and captivating saga of Roots. By ROBERT SARNER

• MAKING POVERTY HISTORY:Roots supports important newnational campaign• FILLING THE AIR WITH GOODVIBES: Roots Radio adds newdimension for customers and staff• ALGONQUIN PARK IN FOCUS:New campaign features CanadianOlympic kayakers at Bonita Lodge• ON THE MAP: How countrieswere chosen for Int’l Collection• AS THE STARS SHINE: Holly-wood and Roots come together atToronto Film Festival• MOVEMENT AT CENTRE-VILLE: ‘Live Window’ initiative atMontreal store draws crowds• WHAT’S YOUR TYPE? Rootshosts Canadian Blood Servicesevent in Toronto store• ROCKING THE HOUSE: Rootsfigures prominently in big-nameconcert tours• IT’S IN THE BAG: Style punditsand trend analysts say handbagpopularity to further intensify• OH YES OHNO: Olympic starApolo Ohno joins Roots team• SAFE AND SOUND: SeniorRoots staffer survives massivequake in Pakistan• THE BAG THAT GETS AROUND:You never know where Emily willshow up next• RIGHT ON TARGET: US chainawards Olympic contract to Roots• SOUNDS LIKE ROOTS: New

series of Roots-produced CDs• FROM PERU WITH LOVE: Greatnew line made in South America• SAYING IT RIGHT: Don andMichael win national award fortheir PR/communication prowess• US OLYMPIC LOOK UNVEILED:Millions watch US athletes debutnew Roots Olympic outfits on NBC• THE VIBE ON TRIBE: Newleather attracts lots of attention• IN PRAISE OF FINE DESIGN:Roots only Canadian company onGraphex Awards committee• HOCKEY WITH STYLE: MapleLeaf apparel helps launch newRoots NHL collection• HOLIDAY SPIRIT AT ITS BEST:Stores take initiative to supportlocal communities and beyond• CELEBRATING A MAN AND AMILESTONE: Ed Cox honoured onhis 30th anniversary at Roots• SMALL CARD, BIG IMPACT:Demand for gift cards intensifiesas holiday nears• STORE MANAGERS COME UPBIG: Roots offers Caribbeanholidays to winning members ofretail team• FOCUS ON WOMEN’S HEALTH:Book launch at flagship store kicksoff month of wellness-relatedinitiatives• SUPPORTING A GOOD CAUSE:Roots gets behind fundraiser forWaterkeeper Alliance

Roots is nothing if not a great story. From the way it beganand evolved to the way it continues to develop in its 38th yearwith the same two inspired co-founders at the helm, it’s anengaging tale. One that’s continuously being enriched by

new achievements, new initiatives and fresh thinking.As the company’s chief storyteller, The Source has never lacked

for interesting material to fill its pages. It serves as a window into themultidimensional world of Roots, providing a behind-the-scenes lookat what makes it such an exalted brand and much more.

Since its launch in 2005, The Source has published 100 issues.All told, that represents several thousand articles and items of alllengths, covering a wide range of subjects. Each is a story unto itselfbut together they form a collective portrait of Roots. Each, to avarying degree, is part of the great overarching Roots narrative.

True to its editorial mandate, The Source has explored andreported on virtually all aspects of the company. It has also high-lighted countless employees, both for their accomplishments at workand their volunteer efforts and community projects on their own time.Its pages reflect the creative spirit, positive energy and teamwork thatdrive Roots forward.

Ultimately, the content of The Source is a testament to a companythat’s all about so much more than just the bottom line. The existenceof such a magazine is a tribute to the forward thinking and creativityof Roots and the importance it places on communication.

As the company’s journal of record, The Source provides achronicle of the goings-on at Roots. Looking back over the 100issues published so far, it’s hard not to marvel at the full magnitudeof what actually transpires at Roots in the course of an averagemonth. To get a better sense of this, look at the following chronologi-cal listing. It represents only a small selection of all the articles thathave appeared in The Source since its first issue. If nothing else, itshows there’s rarely a dull moment at Roots.


• COOL RUNNINGS… THESEQUEL: Roots outfits Jamaicanbobsled team at Torino Olympics• A HEARTFELT FEBRUARY:Roots supports the Heart andStroke Foundation• ROOTS DESIGNS ACCLAIMEDIN TORINO: Team USA paradeapparel earns rave reviews andglobal exposure at Oympics• IN TUNE AT THE GRAMMYS:Roots products a hit with bignames at music awards event• OVER THE MOON FOR MUNA:Cashier receives surprise marriageproposal at Bloor St. store• FAST ON THEIR FEET: Event atMontreal store honours CanadianOlympic speedskaters• LOOK WHO JUST DROPPEDIN: Former Beatle and his wife visitRoots store• BLADES OF GLORY: Rootsproducts in new Will Ferrell film• SHOWING WHAT SHE’S MADEOF: Vancouver employee comes tothe rescue of man in train station• GOOD SPORTS: Roots-spon-sored athletes finalists for Cana-dian Sports Awards• BEHIND THE VINTAGE LOOK:Hangtags help explain newpigment-dyed products• HITTING THE RIGHT NOTES:Roots supports Junos andCanadian music scene• ON THE COAST: Roots design-ers go west for inspiration• QUALITY TIME FOR SPRING:Roots launches attractive newwatch designs• KNOW THY LEATHER: Newmanual on Roots leather goodsgets rave reviews• THINK RETHINK: Roots helps inbattle against breast cancer• KEEPING IT CENTRAL: EatonCentre store goes eco-friendlier• HIGH ON HEMP: New productsfeature use of innovative, eco-friendly material• CELEBRATING SURVIVORS:Roots donates to Canadian CancerSociety’s Relay For Life• IN THE CARDS: New gift cardscelebrate provinces of Canada• ROCKING WITH MAMA: Rootssupports musical event in Toronto• THE MAKING OF ROOTS:Helping retail staff field customerqueries about manufacturing• HAT TRICK: Three generations

of Gretzkys pose for Roots• ROOTS HAS A BRAND NEWBAG… Eco-friendly, re-usableshopping bag reduces waste• WE’VE GOT GAME: Rootslaunches soccer-themed collectionin connection with World Cup• GETTING IT RIGHT: Rootsparticipates in conference onresponsible outsourcing• REAL MEN WEAR SHORTS:Great summer wear in stores now• DINNER IS SERVED: As part ofits support of the arts, Roots hostsevening for Art Gallery of Ontario• ROOTS IRRESISTABLE TOCOMPETITOR: Lululemonfeatures “Roots Camp” in its storewindows• TEAM ROOTS FOR A GOODCAUSE: Members of accountingdepartment bowl against hunger• SENSATION OF STYLE: Rootsshowcases upcoming collections atMontreal fashion fest• CAMP TAMAKWA’S ROOTS:Bringing style to a wildernessparadise• MAKING IT COUNT: Rootsshows its stuff with Pride Week inToronto• FOR KIDS IN NEED: Rootssupports event for Right to Play• TEAM BARBADOS WINS FORSTYLE: Caribbean nation partnerswith Roots• THE DEVIL WEARS PRADA:But producers of hit movie orderRoots for actors and crew• A HOLIDAY WITH MEANING:Account Manager volunteers atcharity camp for children• QUICK-CHANGE ARTISTFOILED: Alert staff in Toronto storeprevent con man from stealing• PACES IN THE RIGHT DIREC-TION: Roots sponsors Super Walkto help in fight against Parkinson’s• MAKE WAY FOR MONIKA: EastCoast lady goes west on specialassignment• AIDING THE AIDS FIGHT: Rootsa sponsor of major internationalconference in Toronto• THE RIGHT SPIRIT: Eye-catching images help launch newmen’s fragrance• GOOD SOUNDS IN THE PEG:Great music and Roots go togetherwell in Manitoba• BRINGING OUT THE BEST INREGGAE: New Roots CD pays

tribute to Jamaican music• NOTHING LIKE A GREATSWEAT: New initiative showcasesmost advanced Roots fleececollection ever• TORONTO NEW YORK LINKSTRENGTHENS: NBC asks Rootsto make a collection for its hit TVshow The Office• LIKE A HURRICANE: Employeepounds the skins for her band• STATIONARY BUT GOINGPLACES: Roots supports RaceFor Dignity in fight against AIDS• STAR POWER: Flagship storehosts major retrospective byphotographer George Pimentel• MEETING THE DEMAND: Tokeep up with sales of The Flats,factory is shows its real colours• HITTING THE RIGHT NOTE:Roots seals Banff Bag deal withrock band Steely Dan• THE PEOPLE BEHIND ROOTS:Skilled craftsmen like ElizabethMawyin make Roots bags so good• THAT’S ENTERTAINMENT:Madonna and The Who placecustom orders for current tours• IN SEARCH OF CANADATHROUGH WORDS: Noah Richlerand his new book come to Roots• LOBBY GOES ONE LEVELHIGHER: Roots helps create freshlook for Toronto hot spot• GOOD INSIGHT: Dalai Lamaconnects with Roots during visit toCanada• MOVEMENT IN THE RIGHTSPACE: Denyse Green takesRoots Yoga to new heights• TRIUMPH OF FINE DESIGN:Roots wins two interior designawards for its Head Office• HATS OFF FOR NEWHEADWEAR: Leading cap makercreates exclusive line for Roots• FOR A GOOD CAUSE: Staffplays basketball to raise funds tofight breast cancer• AMERICAN TEAM FAVOURSCANADIAN STYLE: Rootsdresses Team USA at theUniversiade• IN GOOD COMPANY: Roots Co-Founders are honourary chairs forDesign Exchange fundraising gala• IN THE SPOTLIGHT: Toronto Lifecelebrates Roots as one ofCanada’s best fashion brands• ADDING A VEGGIE LINK:Special process adds beauty and

makes bags eco-friendlier• PAYING FOR GLOBAL WARM-ING: Roots supports efforts tosave polar bears• WEST MEETS EAST: Major newRoots expansion in Asia• ON ASSIGNMENT: Quality andCompliance Manager takes to theroad to ensure vendors adhere toRoots Code of Conduct• MAKING THE SCENE: WhyRoots is the venue of choice for somany special events• GOOD BOOKS, GOOD LOOKS:Roots outfits staff at Canada’slargest bookstore chain, Indigo• NIGHT MOVES: Visual Teamgoes the extra mile after hours• SHIPPING MADE ECO-FRIEND-LIER: Roots funds reforestationthrough new project linked withwebsite purchases• MARIO’S THE MAN: Torontoemployee uses music to teach kidsvaluable life lessons• MAKING TEAM CANADASHINE: Roots outfits team atDeaflympics• THE PUCK STOPS HERE:Roots hosts hockey event tobenefit Riverkeeper eco-org• STANDING TALL: Roots Lodgestore celebrates 20th anniversary• GOING THE HEALTHY WAY:Moncton team finds innovativeways to stay fit while they work• BATTLE OF THE BRANDS #1:Facts and features favour Rootswhen measured against Coach• COLOUR IT GREEN: Rootssupports seminar by notedenvironmental activist• HITTING THE RIGHT NOTES:Store manager’s rock bandreaches new heights in Winnipeg• BATTLE OF THE BRANDS #2:Facts and features favour Rootswhen measured against A & F• A STAR IN THE MAKING? Storeassociate to represent Canada atWorld Performance Championship• LIMITED EDITION TO A ‘T’:Roots contributes to evening inhonour of acclaimed Inuit artist• MAKING A DIFFERENCE: Rootslaunches Send a Kid to Campcampaign• IN GREEN WE TRUST: Rootstakes part in show on eco-responsible living• LIGHTS, CAMERA, ACTION:Leather bag makes appearance in



new Adam Sandler movie• GOING FOR GOLD: Rootsofficial outfitter of Bermuda at theisland games• PREFECT FOR PORTAGING:Roots launches its latest campgear as summer approaches• URBAN GREEN: For secondstraight year, Roots backs Torontoenvironmental awards• ROOTS GOES UP NORTH: TheCanada Collection shines underthe big sky in Algonquin Park• RAISING A GLASS: DanAykroyd holds press event atRoots for his eco-friendly winery• BARBADOS IN ROOTS AT PAN-AM GAMES: Country goes northto get right outfitter for team• RAISING THEIR VOICE INSTYLE: Community choir showsCanadian spirit with Roots• HEIDI KLUM HAS GOODTASTE: Supermodel takes herfavourite Flat Bag shopping• BEYOND THE NAME: Rootsselected as one of Canada’s topiconic brands in major new study• STRENGTH ON THE ICE ANDOFF: Store employee capturestriple gold in figure skating• L.A. GALAXY PAYS A VISIT:Beckham-led team drops in toflagship store in Toronto• EXTREME MAKEOVER,DISNEY EDITION: New version offilm joins Roots at Canada pavilionat Epcot Centre• ACROSS THE UNIVERSE:Roots.com shipping goes global• WILD KINGDOM OF ROOTS:Aspen store gets surprise visitors• IN THE BAG: Roots adds toGenesis reunion tour• INDIANA JONES AND THETRIBE COLLEGIATE BAG:Famous director gives out leathergifts on set of new movie• ROOTS ACROSS CHINA:Official inauguration of flagshipstore in Beijing• CONGRATS TO THE ROOTSCLASS OF 2007: Scholarship

program helps students reach forthe top• HELPING THE HUNGRY: Rootsstaff organizes holiday food drive• GREAT SOUNDS: Rootssupports children’s band in theirtravels to Australia• GETTING GREEN WITH CHINA:Roots takes part in multi-nationalenvironmental forum• ON AND OFF THE SLOPES:Roots stores in ski resort townsenjoy a banner season• PARTY FUNDS LOCAL SHEL-TER: Staff makes gift bags forwomen in need in Niagara Falls• WILL FERRELL AT ROOTS:Flagship store serves as HQ forfilm star during Toronto media blitz• MAKING THE CONNECTION:Roots adds to reunion of fatherand son after 25 years apart• IN A SUPPORTING ROLE:Alberta keyholder vies for lead partin new Mirvish musical• SUMMER OF LOVE: Newcollection inspired by the ‘60s

• BEHIND THE BRAND: CBC’sThe Hour goes one-on-one withRoots co-founder• YOU OUGHTA BE IN MOVIES:Roots featured on website aboutjackets with cinematic appeal• ON LOCATION: Catherine Zeta-Jones wears Roots on New YorkCity set of latest movie• IN BRANDS WE TRUST: Rootshosts launch of new book onCanada’s top brands• ILLUMINATING TRUE TALENT:Toronto’s Luminato arts festival

gets helping hand from Roots• BRAIN STORM: Roots outfitsToronto Idea City conference• GOING ECO-RESPONSIBLE:Roots speaks about its green sideat national retail conference• MAKING TRACKS IN THERIGHT DIRECTION: Rootssponsors first-ever airport fun runfor hospital foundation• JENNIFER GARNER WEARSROOTS: Golden Globe-winningactress covers up in style• A MODEL OF A CAUSE: ChristieBrinkley joins the fight againstglobal warming with Roots bracelet• FOR THE KIDS: Flagship storehosts launch of Roots-MasterCardcampaign for Big Brothers BigSisters of Canada• AN EVENING TO REMEMBER:Leading figures join Roots to raisefunds for Jane Goodall environ-mental education program• A DREAM COME TRUE: Storemanager meets his idol when theGreat One dropsin• CAUGHT INTHE ACT: Twoemployees inOttawa store helpin arrest of PINpad thieves• ROOTS TOTHE RESCUE:How a Rootscamera bagsaved HeatherRivet’s life• A RIGHTEOUSLEAP: NiagaraFalls storemanager jumpsfrom plane toraise funds forcharity• WHEN YOU JUST CAN’T GETENOUGH: Cynthia Wong runs outof space in her Vancouver homeafter purchasing 25 Roots bags• WHAT’S IN A NAME: Two Rootsbags, the Lauren and Charlotte,have added appeal for SusanMcClelland whose two youngdaughters have the same names• KNOCK, KNOCK: MichaelBudman receives pre-birthdaysurprise at his doorstep fromhockey legend Bobby Orr• TIME FOR A CLEANUP: Rootssupports staff in national effort toremove litter from waterways• FROM DISTANT SHORES:South African retailers andwholesalers visit Roots in Toronto• THE CALL OF HOCKEY: FormerNHL stars compete against TeamRoots for a good cause• YOUR OPINION, PLEASE:Roots website introduces newdialogue feature with customers• THE RIGHT TOUCH: BethanyPeckham brings a special ap-proach to customer service• VILLAGE BAG ON THE SILVERSCREEN: Man-purse has leadingrole in hit movie The Hangover

• ADVENTURES IN TV LAND:Roots the focus of feature inter-view on Fox Television• BOTHERED BY YOUR GREENCONSCIENCE? Flagship storehosts book launch for author/ artistFranke James• BRING OUT THE WELCOMEWAGON: King of the Hill goesCanadian, sort of…• CURTAIN CALL: Roots playsprominent role in summer stageproduction out west• THE HARDER THEY COME:…The better they look in a specialcollection for new musical• WHAT MAKES CANADAPRICELESS? Roots asks Canadi-ans to describe country in creativenew contest• QUALITY TALK: Roots hosts“Lunchtime Conversation” seriesas part of Luminato Arts Festival• ROOTS ENTERTAINS: Come-dian Russell Peters and Il Divoquartet place custom orders fortheir tours

• TRIO WITH BRIO: Roots teamsup with two other companies forgreat shopping opportunity• STRAIGHT FROM THEHORSE’S MOUTH: No need tosaddle up to appreciate new RootsEquestrian collection• POP BOTTLES ENJOY NEWLIFE: Eco-friendly backpacksmade from an unlikely source• GHANAIANS GET CREATIVE:Roots supports student filmmakingprogram in Africa

Henry and KarlKowalewski, heartand soul of Rootsfactory

Roots supports eco-campaign toprotect polar bears

Customer CynthiaWong has 25Roots bags andher collection isstill growing

Michael Budman, hockey legendBobby Orr and Don Green


columns and features that appearin every issue:• NEW & NOTEWORTHY: A guideto the latest Roots products• GUESS WHO JUST DROPPEDIN: Special guests at Roots• GREAT MOMENTS IN RETAIL:Spotlighting the top performingRoots stores in recent months• DÉJÀ VU: From the archives, avintage Roots moment• STAYING POWER: Salutingemployees who go the distance• STARTING LINEUP: Introducingthe people at Roots stores• SPEAK TO MY AGENT: Thelittlest customers show their Roots• SPECIAL DELIVERY: Lettersfrom customers and others• GREEN/HEALTH TIPS: Easyways to help the environment andstay healthy• MUSICAL ROOTS: Spotlightinggreat sounds on Roots Radio

• A BRANDTASTICCOMBO: Rootspartners withMoosehead to createspecial gift set forholidays• JOINING FORCES:Roots launchesCanada Collectionwith MasterCard andRight To Play tobenefit disadvantagedyouth• THE POWER OFGIVING: Rootsleather bag brings joyto recipient after heartsurgery• TRUE NORTH:Yukon team wearsRoots at Arctic Winter Games

• STEPPING UP FOR HAITI:Roots supports nation devastatedby massive earthquake• WALKING TALL: Calgaryemployee takes part in OlympicTorch relay• A WINNING COMBO: CanadianOlympic Gold Medalists and WorldChampions Tessa Virtue and ScottMoir join Team Roots• PURSE PASSIONATE: No end insight to store employee’s addictionto Roots bags• ROOTS AND CANADA GOELECTRIC: Collaboration withDouglas Coupland marks bold newdimension to work of Roots andacclaimed visual artist/writer• THE ARTFUL TOUCH: Flagshipstore hosts exhibition by CharlesPachter• WELCOMING BACK A FRIEND:Roots celebrates with ConanO’Brien during his Toronto visit aspart of his current tour• A SIGN OF GRATITUDE: RedCross delegation comes to HeadOffice to say “thanks” for support• THE BEAVER IN HIGHPLACES: Roots makes itspresence felt among world leadersat G8 and G20 summits• RAPPING WITH ROOTS: Drakeknows what he likes• TRES CHIC, N’EST-CE PAS?

Major Paris store sells RootsDouglas Coupland Collection• TAKING TO THE STREETS:Employees pull all-nighter to raisemoney for cancer research• THE LEATHER MAN’S PASSION:Andy McCurbin shares his loveand knowledge of Roots productswith customers and staff• THE PAST COMES ALIVE: First-ever archivist brings order to Rootshistory• FLIGHT FOR A CAUSE: Rootsemployee takes to the skies asvolunteer pilot to help others• PARLEZ-VOUS SOCIALMEDIA? Roots broadens itsconnections with vital community• TAKING TAIWAN BY STORM:As Roots celebrate its 15th

anniversary in Taiwan, Matt Menghas reason to savour his team’sincredible success story• ALL ABOARD: Roots takes tothe high seas by participating inMontreal’s Tall Ships on the Quay• A SENSE OF PLACE: Rootsfeatured as prime example of aToronto-based success story• SOMETHING NEWSWORTHY:CBC report shows how it takes avillage to raise a Roots bag madeand purchased in Canada

But there’s more to TheSource than just these kinds ofarticles. Completing the editorialpackage are the following

Susan McClelland’stwo daughters sharenames with twoRoots bags, theLauren and Charlotte

Collection by Douglas Coupland:Bold new dimension for Roots

Sophie Green models Right ToPlay Collection by Roots

US cartoon show King of the Hill’snew character wears “Proots”

Man-purse has leading role in hitmovie The Hangover

Such is The Source’s edito-rial recipe. It all adds up to agreat story, the ongoing saga ofRoots that only gets more

interesting with each new day.Before signing off, I’d like to

thank a number of peoplewithout whom it would havebeen impossible to produce TheSource issue after issue. Over theyears, I’ve been fortunate towork with several highly dedi-cated and talented individuals,some of whom have since movedon to different roles at Roots.

First, I want to express mydeep appreciation to CarolineIwanowski, my devoted assist-ant, who’s played a vital role inthe development of The Sourcesince early 2009. Likewise, I amgrateful to Paulomi Patel, whoduring 2006-07, was my assist-ant and worked tirelessly onnumerous issues, helping me

transform The Source into moreof a magazine than a newsletter.Today, she’s a valuable memberof our retail operations team,sitting only about 10 feet frommy office. Also deserving ofthanks is Carly Anderson, whowas a member of our team in2007-08, and Davin Bujalski,our music columnist since 2006.

Over the years, studentinterns in the Communicationand Public Affairs Departmenthave been actively involved inThe Source, helping withresearch, writing, editing, proof-reading and other related duties.They are too numerous to citehere by name but I remembereach of them with gratitude forwhat they contributed to thispublication.

Many Roots employees havegiven us their feedback aboutThe Source. Their comments andcooperation, including excellentsuggestions for articles, haveproven invaluable to the devel-opment of the magazine.

Last, but of course not least, Iwould like to thank Michael andDon for believing in this projectwhen I first proposed it to themback in 2005. No less importantis their continued support eversince. Ultimately, The Sourcewould not exist if not for them,especially if they had not createdRoots and nurtured it over thepast 38 years. I also thank themfor not simply developing Roots,already a major achievement initself, but for making it such acompelling and relevant place towork at – and report on in thepages of The Source.

May Roots always remaininteresting, successful and trueto the values and standards thathave shaped it until now. – R.S.


Picture the scene: Bustlingstreets with more state-of-the-art department stores

than you could ever imagine.Above the stores are restaurantsstacked on top of each other, asdiverse in cuisine as the UnitedNations. Above the restaurantslie more shops. Small elevatorstake you to a well-hiddentechnology shop or shmata storeof your dreams. On the sameshopping outing, you can findthe latest designs from Dior andChanel and a device to scratchyour nose, something you neverknew you needed until it’spresented right in front of you.

To me, this is Taipei, thedynamic capital of Taiwan, hometo an incredibly friendly, wel-coming people. From what I sawduring my recent visit, theTaiwanese seem to be livinglarge. I was astonished by howmuch money people in Taipeispend, eating most meals out andconstantly shopping or browsingat the city’s trillions of stores.People appear to be alwaysspending. But it’s not only localresidents. Japanese and Chinesetourists often come to Taipei toshop, attracted by the lowertaxes than in their countries.

With such a vast array ofstores and products to choosefrom, it was fascinating to seehow Roots dominates themarket. Currently, Roots has 39stores in Taiwan, with five moreopening this year. Most are indepartment stores or shoppingcomplexes and a few are free-standing stores. They all lookidentical to the ones back home.

When you walk into a Rootsstore in Taiwan, you get arefreshing taste of Canada. Thebeautiful wood detailing, thecalming music and the smiles ofthe staff are exactly like Rootsstores in Toronto. In somelocations, even the same “RootsBloor General Store” signs fromthis year’s Christmas windowwere displayed. At first, it wasrather disorienting, as was thesight of stacks of ‘Canada’sweatshirts like back in Toronto.Of course, I was excited by thisbut wondered what makes allthese people love Canada somuch.

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

After only one night inTaipei, I was no longer shockedevery time I saw a Rootssweatshirt. You can barely walktwo minutes without seeinganother one. The sweatshirtswith “Whistler” were particu-larly popular. The Taiwaneselove the idea of the freedom andopenness of Canada and itshealthy, active outdoors lifestyle– quite juxtaposed to Taipei’sbusy urban lifestyle and intenseshopping culture. Wearing‘Canada’ or ‘Vancouver’ on yoursweatshirt is clearly cool inTaiwan. It’s perceived as worldlywhile evoking a healthy lifestyle.Adding to the appeal of Roots,which has now been in Taiwanfor 15 years, is its status as aproven, trusted brand, standingfor reliability and quality.

Many Taiwanese shoppersare socially conscious andprogressive. One day when I wasin an organic food shop (Mr.

Greens), someone asked meabout where Roots clothes aremade, the sourcing of materialsand also why there isn’t a biggeryoga selection.

I saw Roots literally every-where I went. People in Taiwanwear Roots for all occasions. Ifound it particularly impressivewhen I saw a fortuneteller at aSunday morning market wearinga green ‘Maple Leafs’ sweater(which had arrived in stores onlya few weeks earlier). Withoutexaggeration, Roots is the mostrecognizable and prominentbrand one sees in Taipei.

Even more amazing for meduring my visit was meeting theRoots Taiwan team. Theyimmediately made me feel rightat home. The eight managers,headed by Matt Meng, weresome of the kindest people I’vemet in a long time. As a group,they showed great strength andunity. They all got along so well,

and it was evident that they allbelieve in the brand and reallyenjoy working for Roots. Theyexuded so much excitement andpositivity when talking about thefuture of the company, andvoiced great pride in the Roots“Taiwan 100 year” collectionslated for the summer.

This is indeed an historicyear for Taiwan, which makes upthe vast majority of what isknown as the Republic of China(ROC). Unlike the People’sRepublic of China, the muchlarger communist country knownsimply as China, Taiwan isgoverned by a multi-partydemocracy. This year, Taiwan’s23 million people will becelebrating their country’s 100th

anniversary.Taiwan is a fascinating place

and the Roots team thereplanned an incredible weekshowing me all around thecountry. Particularly memorablewas the day we drove about twohours to the middle of Taiwan tovisit an old village.

Moments after arriving, as Istepped out of the car, I wasgreeted by a passerby wearing aRoots sweatshirt (you just can’tescape it). We had a beautifullunch together, walked aroundand shopped (of course). To seethe group interact so nicely,showing such a great sense ofcamaraderie while at the sametime including me, was awe-some.

I am so thankful for havinghad the opportunity to visitTaiwan and meeting theseremarkable people. The RootsCanada team should be so proudof the accomplishments of RootsTaiwan over the past 15 years.These wonderful men andwomen have helped build asolid, reliable brand with suchformidable success.

Overall, the trip was anamazing experience. I miss myfriends in Taiwan so much. Theybrought hospitality to a wholenew level, showing me thegreatest time in Taipei. It is niceto know that even when you’reoceans away from home, you canstill find the nicest reminders ofCanada (through Rootssweatshirts) all over Taiwan.

Alex Budman in Taiwan Locals sport the latest Roots

Bustling, colourful streets of downtown Taipei, capital of Taiwan


Roots is no stranger when itcomes to the big screen. In itslatest Hollywood cameo, the

beaver brand appears in the arms ofactor Ashton Kutcher in the newromantic comedy, No Strings At-tached.

Throughout the film, Adam,played by Ashton, carries around aRoots Messenger Bag.

Several months before shootingof the movie began, WendyGoodman, who has previouslyworked as a sales rep for Roots inthe entertainment business, pre-sented the bag to the film’s producer

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

with no guarantee it would appear onscreen or land on the cutting floor duringediting.

Released in January, No StringsAttached tells the story about life-longfriends Emma (Natalie Portman) andAdam, who almost ruin everything byhooking up one morning. In order toprotect their friendship, they make a pactto keep their relationship strictly “nostrings attached.”

Roots plays a recurring role inHollywood, as both leather goods anddifferent apparel have been featured inmany hit films, including in recent yearsThe Hangover and Letters to Juliet.

Ashton Kutcherand Roots go handin hand throughoutthe film

In late winter, after an ex-tended visit to Africa, teacherand artist Gill Cameron

returned to Toronto with a fullerheart. Spending two months withhard-luck children in Tanzaniamade her even more determinedto pursue her passion to helpothers less fortunate than her.

Gill currently works as ateacher for adults with disabili-ties. Wanting to get involvedwith children facing similarchallenges, she researchedvolunteer agencies that couldbenefit from her experience andeventually discovered the PeaceMatunda project.

Founded in 2000 by a localcommunity leader in Tanzania,Peace Matunda has two mainfunctions: it manages an elemen-tary school for 130 children andruns a permanent residentialprogram for orphans. Located ina safe, rural area about an hour

Roots supports efforts by Toronto volunteer in Tanzanian projectFOR KIDS IN NEED

from the base ofMount Kiliman-jaro, the region’sscenic beautywas a bonus forGill, whoseappreciation fornature is evidentin her landscapepaintings.

In recentyears, demandfor services andfacilities have farexceeded localresources,creating apressing need toexpand PeaceMatunda’sinfrastructure andprograms. Last fall, ahead of hertrip to Tanzania, Gill and herhusband Bruce Harbinsonorganized a special evening inToronto to raise funds for thecurrent expansion project; tohelp with teachers salaries; toextend much needed health careservices for the school andresidential children; and tocreate educational scholarshipsfor the children.

In December, Gill and Bruce,along with their two daughters,traveled to Tanzania to assistwith the completion of the newchildren’s home that houses 45children and take part in openingceremonies. Construction wasalso underway for three newclassrooms that will supportgrades 5, 6 and 7.

After Christmas, Gill’sfamily returned to Toronto and

she remained to pursue hervolunteer work. She devotedmuch of her time to workingone-on-one with a young girlwith learning disabilities. Givenher professional experience, Gillwas able to address the girl’scondition and create a custom-ized curriculum for her.

In support of Peace Matundaand Gill’s efforts, Roots donatedclothing for the permanentresidential boys and girls. As theorphanage is located higher upon a mountain, the weather isoften quite cool. The warm, cozysweatpants and hoodies scoredbig smiles from the kids andbecame the official ‘uniform’ forthe dance routine performed atthe opening celebrations for thenew facilities.

“Going there and gettinginvolved with Peace Matunda

had a huge impact on me,” saysGill. “I realized how happy thesepeople generally are despitehaving so little. They have agreat sense of self-worth. Iwould love to go back there andvisit the orphanage again. Thekids and the adults working withthem are very special people.”

Peace Matunda’s services arepossible due, in large part, tointernational volunteers, (includ-ing many from Canada), and thelocal teachers who acceptworking for extremely modestwages. Based on her positiveexperience, Gill strongly recom-mends Peace Matunda as a greatplace for Canadians interested indoing volunteer work overseas.

To learn more, contact Gill [email protected] orvisit the Peace Matunda websiteat www.peacematunda.org.

Girls at Tanzanian orphanage give big smiles for their new Roots sweats

A resident at newly constructedchildren’s home


FINE PRINT

Here are somerecent sightingsof Roots in thepages ofnewspapers andmagazines:

A selection of coverageof Roots in the media

As people spend increas-ingly more timeFacebooking, Tweeting,

YouTubing and blogging, it’slittle surprise that companies arelooking at how best to respondto this growing phenomenon fortheir own gain. Big and smallbusinesses are flocking to socialmedia communities, chartingnew territory in their marketingefforts.

In their quest to maximizethe potential of this medium,organizations of all types areengaging in specialized confer-ences to learn from those, likeRoots, that have already provensuccessful in tapping the enor-mous reach of social media.Events like this took place inToronto during Social MediaWeek (SMW) in February.

SMW organizes conferencesabout emerging trends in socialand mobile media. Over the pastyear, it held more than 200events in Toronto, New York,San Francisco, London, Berlinand Sao Paulo. Attendeesparticipated in person or onlineas many of the sessions werelive-streamed for real-timeviewing.

In Toronto, Ryerson Univer-sity hosted a program of events

Roots digital leaders keynote speakers at social media conferenceTHE MEDIUM AND THE MESSAGE

for SMW. At the session on theevolving role of social media inretail, James Connell, VP of E-Commerce, Digital Marketingand New Media, and TanjaZelko, Manager, Digital Market-ing and Online CustomerExperience, were keynotespeakers. They focused primarilyon how Roots leverages socialmedia to effectively buildcustomer relationships andincrease profitability.

As one of Canada’s leadingretail brands, Roots is continu-ally developing its onlinepresence, utilizing traditionaland new school methods tobetter market itself.

“Not only is social media avaluable way for a company toadd cool, social interaction to itswebsite,” says James, “it’s alsoan effective vehicle to drivebusiness objectives.”

Facebook, Twitter, YouTubeand Wikipedia engage consum-ers and enable companies toachieve results that wouldnormally take place on theirrespective corporate websites.

“If you’re already onFacebook and you’re spendinghours there, you don’t have toleave the site to shop,” saysTanja. “That’s what’s so attrac-

tive about Facebook for compa-nies. We want to be where ourshoppers are, to help them solveproblems and make buyingdecisions.”

With the heavy use of socialmedia by Canadians (17 millionFacebook users at last count),Roots can gain a significantshare of its shoppers’ time spentonline. And if consumers arevoluntarily investing their timeto communicate with a brand,it’s an ideal opportunity for thebrand to strengthen the loyalty ofthose consumers.

The SMW event was a fittingplatform to introduce theconcept of a Roots Facebook“pop-up” store one day before itwas officially launched. Topromote brand values andcustomer loyalty, the “pop-up”store offered Facebook usersfirst dibs on the Roots springcollection. Not only does thistype of initiative provide a front-of-the-line consumer advantage,it can seamlessly convert casualconversation into online pur-chases.

Additional topics covered byJames and Tanja included casestudies of what has been success-ful for Roots, how they engageconsumers and nurture relation-ships and examples of productreviews from consumers viaonline discussions.

The Roots presentation waswell received by the audience atRyerson, comprised of some 450industry professionals, mediapeople and students. It generatedpositive PR with a surge of fansvisiting, and commenting onRoots web-pages and sharing themedia exposure achieved by theevent. To maintain this momen-tum of building the onlinecommunity of Roots, Jamesencourages brand followers andemployees to continue to visitand comment on its Facebookpage, write product reviews, andsimply talk to friends aboutRoots. As well, he alwayswelcomes feedback and sugges-tions.

James and Tanja have beenrecently contacted to present onsocial media four more times inToronto and Sydney, Australiathis year.

• Canadian Living: April issue.Featuring the three-tone blueFrench Tote, the Village Satchelin pink and the Sandy Bag inpink and red.• Elle Canada: April. Spread ofBarbie and Ken dolls wearingRoots outfits. Mini-Soft Saddlein tan and orange featured inColour Therapy section.• Now magazine: Mar. 17. Mini-Soft Saddle in orange and tanappears in Spring Fashionlayout.• Vancouver Sun: Mar. 14.Sandy Bag in pink and orangeon cover of the Style section.• Vancouver Sun: Mar. 8.Spring Fashion Previewincludes Village Satchel in pinkand Amanda Bag in Hibiscus.• Sweetspot.ca: Feb. 21.Woven-Saddle Bag chosen for10 Best Picture-inspired picks.• Toronto Star: Feb. 21. Men’sleather Awards Jacket in redfeatured in Fashion From theFootball Field section.• Flare.com: Feb 16. Rootssunglasses selected as FlareLoves item.• Metro: Feb. 10. Features TheKristina Handbag in red.• SweetSpot.ca: Feb. 9.Features the New Heart ZipPouch-prince as a valentine’sgift.• Bagilicious.blogspot.com:Feb. 7. Gives mention to theKristina Bag.• The Globe and Mail: Feb. 6.Valentine’s Gift Guide featuresthe Red Coin Purse and thePink Heart Purse LeatherCharm.• Canoe.ca: Feb 3. Lists theheart-shaped Leather CoinPurse in a happy hot pink hue inthe valentine’s gift guide.• Toronto Sun: Feb. 3. GiftGuide features the heart-shapedleather coin purse in Happy HotPink.• Zoomer magazine: Feb. 1.Features the women’s ChuckaBoot in pebble.• The Toronto Star: Feb. 1.Features the Kristina Bag inSuper 88 leather.• The Globe and Mail: Jan. 30.Features the men’s ShearlingDriving Coat and Desert Boots.• Canadian Living: Feb. Thewomen’s Roll-Over Boot in Tribeleather featured.• DailyXY.com: Jan. 19.Features the men’s Doug FlipGlove.

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


In 1998, Tej Singh wasmajoring in medicine atStanford University in

California when he visited Japanas part of his studies. An enthusi-astic hockey fan, Tej coordinatedhis trip so he could also attendthe Winter Olympics takingplace that February in Nagano.His Olympic visit would provethe start of a passion for RootsOlympic jackets that continuesto this day.

“I really liked the Rootsjackets the first time I saw thembeing worn by Canadians inJapan,” says Tej, 44, who todaylives in Los Altos, CA. “When Ilater heard that Roots was goingto be the official Olympic jacketsupplier to the USA team for2002 and 2006, I was thrilled.”

Tej began his Roots collec-tion when he was in Salt Lakefor the 2002 Winter Olympicsworking as a volunteer doctor atthe hockey venues. He boughthis first Roots jacket – a second-hand 1998 Canadian teamVarsity style – from a streetvendor. Since then, he’s pur-chased more than 100 differentnew and second-hand Rootsjackets for his collection and asgifts. He’s procured only a abouta quarter of them from Roots

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

stores, buying the rest onlinefrom athletes, Olympic fans,consignment centres and pawn-shops.

As a result, Tej’s wife andthree sons are used to packagesarriving at their home from allover North America. A busyvascular surgeon for the PaloAlto Medical Foundation and ElCamino Hospital, Tej surfs theinternet late at night looking forRoots jackets to expand hiscollection. With prices varyingwildly depending on the age andcondition of each jacket andwho’s selling it, Tej has pur-

chased many for a song. In total,he estimates he’s spent about$4,500 on his collection.

The fact that Roots is nolonger involved in the Olympicshas not dampened his passion forthe jackets. “I’m still collectingas much as I can,” says Tej.“These jackets all have a historyand reflect an important time. IfI can get them, I will always buythem for someone. They are soclassic and special.”

Until a few years ago, hiscollection was comprised solelyof Olympic-related items. ButTej has since broadened his

criteria to include a variety ofolder non-Olympic Roots jacketsfor everyday wear, which todayrepresent about 10 percent of thecollection.

“Between my family, friendsand my extended family inChicago, I can always findsomeone to wear the jackets,”says Tej. “It can be hard to find ahome for the XXL jackets, sothey usually stay in my closet.”

With great pride, he keepshis collection both in his home inCalifornia and his summerresidence in Sunriver, Oregon.

Tej first visited a Roots storein Canada in Banff in 2001 andsince then has also been to Rootsin Toronto in 2006 and Vancou-ver during last year’s WinterOlympics.

Despite his great affinity forall the jackets, one in particularwill always have added meaningfor him.

“My favourite will always bemy 2002 USA Salt Lake teamjacket,” says Tej. “It was such aunique Olympics coming afterthe events of September 2001and being a physician for theOlympics will always be ahighlight in my life. This jacketis a great reminder of thatspecial moment in my life.”

In recent Business-To-Business Department news,Roots has proven yet again

that it’s the brand of choice formany in the entertainmentindustry in North America.

Roots specially designedclothing for the cast and crew ofthe upcoming motion pictureTower Heist.

In late winter, the film’s staffwere outfitted in 550 Roots DarkMidnight Full Zip Hoodies madein Canada, which have the film’sname embroidered on the backin yellow and red.

Starring funny men BenStiller, Matthew Broderick,Casey Affleck and EddieMurphy, the action comedy tellsthe story of a group ofhardworking guys who, afterfinding out they’ve fallen victimto a wealthy businessman’s ponzi

Roots outfits crew for upcoming action comedy filmBRAND OF CHOICE

scheme, conspire to rob his high-rise residence.

Tower Heist is slated forrelease this November.

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

This winter, Roots lent a handto long-time friend and retired

NHL hockey star Luc Robitaille forhis celebrity fundraising event tohelp disadvantagedyouth.

Hosted in ParkCity, Utah during theannual SundanceFilm Festival, thisoff-screen eventplayed out on icewith Hollywood starsfacing off againstNHL alumni in afriendly game ofhockey.

The Luc Rob-itaille’s CelebrityShootout eventbenefits Echoes ofHope, a non-profit organizationwhich Luc co-founded with hiswife Stacia in 2005. The charityhelps at-risk, emancipated fosteryouth in the Los Angeles area.

This year, Roots participated

GOOD PUCK SENSERoots sponsors charity hockey event in Utah

by sponsoring the charity hockeygame and by presenting RootsShaving Kits in black Princeleather as gifts for all players.

Many celebritiescame out to supportthe cause includingactress AndyMacDowell, actorMichaelRosenbaum, actorSteven R. McQueen,NHL alumni JoeSakic, Rob Blake,Glen Murray, BradNorton, Glen Murrayand U.S. Olympicmedalist speedskater Allison Baver.

Luc Robitaille isbest known for his

19 seasons in the NHL, includingthree different stints with the LosAngeles Kings. He retired afterthe 2005-06 season as thehighest-scoring left-winger inleague history.

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

Luc Robitaille, NHL alumn


These words of affection forToronto introduce KardinalOffishall’s recent music

video about his hometown.In his catchy single entitled,

The Anthem, the 36-year-oldrapper, singer songwriter and

Toronto and Roots come together in great new music video by Kardinal OffishallIN A STARRING ROLE

record producer boldly expresseshis enthusiasm for Toronto.Recorded for his fifth studioalbum, Mr. International, TheAnthem was released in lateDecember. The song and videoloudly and proudly pay tribute tothe city’s major landmarks anddiverse people and cultures.

Shot entirely in one day, thevideo was filmed, directed and

produced byOffishall himself,along with hismanager, Mayday.Not surprisingly,Offishall figuresprominently in thelively footage,showing his keensense of style indifferent parts ofthe city.

“Wardrobe wasimportant,” hesays. “I could haveworn a Leafsjersey, or theToronto Blue Jays,but that’s Toronto.I wanted to

represent Canadian culture as awhole. But it had to be stylishand stand out.”

He found an ideal solution inchoosing the Roots WayneGretzky jacket. It suits Offishallwell and has generated positivefeedback for him from fans onseveral occasions since the videocame out. Many have told himthey approve of his choice of

In late February, for the firsttime ever, Roots joined forceswith fellow Canadian iconic

brand Tim Hortons, for a jointpromotion involving Canadiansoldiers in Afghanistan.

In a creative twist on TimHortons’ popular Roll Up TheRim To Win contest, Canadiansoldiers in Kandahar are nowgetting a little taste of home with

Two great brands combine in joint effort for Canadian soldiers serving in Afghanistanthe chance to win customizedRoots leather bags.

Roots was the company ofchoice for the premium prizesfor the Roll Up the Rim To Wincontest at what is unquestionablythe world’s most exotic TimHortons location, at the Cana-dian military base in Kandahar.

For this year’s promotion, theprize from Roots consists of 250

Omer’s Packs made inVintage Tribe leather atthe Roots factory inToronto. It’s customizedwith the Tim Hortons25th anniversary Roll UpThe Rim To Win logoand ‘Kandahar 2011’embossed on the bag.

“Working with TimHortons over the pastyear has been a trulygreat experience andsignificant for Roots,”says Business-To-Business AccountManager Anne Marie

Hargreaves who coordinatedthis project. “Our troops make alot of personal sacrifices, and it’simportant that we try to show ourappreciation by a bringing a bitof normalcy to their lives withinitiatives such as Roll Up theRim, which most Canadianshave a strong connection to.Including Roots into the cam-paign this year only strengthensthe ties to home. I hope thewinners enjoy their limitededition Omer’s Pack.”

A staple in Canadian culture,this coffee-centric contest wasextended to the KandaharAirfield in Afghanistan when theCanadian Forces opened a TimHortons store there in 2006.

The prizes are different inKandahar from those offered inCanada while camouflage-coloured cups replace thedistinctive red and yellow onesback home, but Canadian troopsin Kandahar have the sameopportunity to win.

RRROLLING UP THE RIM WITH RRROOTS

“Roots is an iconic Canadianbrand and we are proud topartner with them for the 2011Kandahar edition of Roll Up TheRim To Win,” says AndreaHughes, Brand Director at TimHortons. “We have receivednothing but great feedback fromthe troops on the customizedOmer’s backpacks and thewinners are wearing themproudly.”

apparel and brand, some evenindicating proudly that they toohave the same jacket.

In recording the song andmaking the video, Offishallsought to pay homage to Torontoin a confident and exciting way.The result is a rapid-fire verbaldelivery and visual collage offamiliar, and not so familiar,places and faces that make upToronto life.

Unconcerned about anypossible negative reaction such asong and video like The Anthemcould trigger among people ill-disposed to Toronto, Offishallcites other songs, such as Jay-Z’sEmpire State of Mind (NewYork) or 2Pac’s California Love,that have reached far beyondtheir geographical borders andinspired him.

“I’ve traveled the world andI’ve met people who hate NewYork,” says Offishall. “Theycould be in Boston but Jay-Z’sNew York will come on andeveryone will sing.”

It won’t be surprising if TheAnthem has a similar effect.

Kardinal shows hisaffinity for Torontowhile wearing Roots

Roots Omer’s Pack in Vintage Tribe Leather

Soldier gets his Tim Horton’scoffee in Kandahar

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


SPRING FORWARDGreat new Roots Outfitters collection a welcomesign that summer can’t be far off

Inspired by the outdoorsylifestyle and heritage ofRoots, the new Roots Outfit-

ters collection will be perfectlyat home in Ontario’s AlgonquinPark or any similar setting inCanada.

Set to launch in early May, itwill feature a wide range ofproducts from apparel to camp-ing gear, from trail-mix andgranola to Frisbees, yoyos andother children’s toys, fromharmonicas to mugs and pon-chos, from fine Belgian choco-

lates to camp cookies, frommaple syrup to Muskoka ginger-ale.

The collection will alsoinclude Beaver Canoe items andeven copies of The Canoeist’sManual by legendary Canadianoutdoorsman and master canoe-ist Omer Stringer. (Proceedsfrom the sale of the book will goto the Friends of Algonquin ParkAssociation.)

Roots Outfitters merchandisewill appeal especially to outdooradventurers, hikers, campers,

travelers, virtually anyone whohas an affinity for nature and anactive lifestyle. If you like tospend time in a country setting,whether on canoe trips in theremote wilderness or as part ofcottage life, this collection isdesigned for you. These productswill also make excellent gifts.

The Outfitters project is anatural outgrowth of the Roots

General Store initiative thatproved so popular this past falland winter. It’s a safe bet theOutfitters products will enjoy asimilar success as Canadiansprepare to spend much of theirfree time outdoors with themuch-awaited warm weatherarriving in the coming weeks.For most people, it’s not amoment too soon.


NEW & NOTEWORTHYA guide to just-launched Roots products

VintageFleeceSweatpant,Black, $62

Ballet Flats,Leather,Natural, $158

Shorty Boot,Tribe Leather,Africa, $218

Capri Sandal,Arizona Leather,Black, $218

Denny HenleyTunic, OmbreStripe, $78

PonchoHoody,Black,$62

Kate Bag,PrinceLeather,WhiteLinen, $288

Little Luisa,PrinceLeather,Marine Blue,$228

Village Bag, Prince Leather, Caribbean Blue, $188


NEW & NOTEWORTHYA guide to just-launched Roots products

Outdoor Pique Polo, Fatigue, $46Cabin Light Weight Fleece Full Zip Hoody,Medium Grey Mix, $70 Beaver Canoe Tee, Park Green, $34

Oxford Boot,Tribe Leather,Ivory, $148

Durnan CargoShort, New Khaki,$66

Beaver Canoe Pocket Sweatpant,Park Green, $60

Cabin LightWeight FleeceShort, MediumGrey Mix, $40

The Satchel, Arizona Leather, Black, $188 Stealth Award Jacket, Black, $398


Spotlighting the top performing Roots stores in recent months based on their sales resultsGREAT MOMENTS IN RETAIL

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

Don Green, Arnold Schwarzenegger, Diane Bald and Michael Budman

Martin Short

Saluting those who gothe distance

STAYING POWER

Jenny Au, Merchandise FlowAnalyst, 10 yearsFilomena Correia, LeatherJanitor, 10 yearsClaudia Franklyn, DC PickerPacker, 10 yearsJarar Kazmi, ExecutiveDirector, Retail Operations, 10yearsLisa Nightingale, Keyholder,10 yearsBethany Peckham, Supervi-sor, Customer Service, 10yearsErin Smith, Buyer, 10 yearsChris Espana, Sales Associ-ate, 5 yearsSneha Gandhi, Keyholder, 5yearsSarah Lewis, Store Manager,5 years

WRITE ON!The Source wants to hear

from youIf you have any ideas for future arti-cles in The Source, please contactus. Even better, if you would like towrite for The Source, let us know. We welcome your involvementand look forward to hearing from you.Write to us at [email protected]

Kevin Durand

New appointments at RootsON THE MOVE

Shortly before this issue of The Source went to press, wereceived the final sales figures for stores in recent months.Heading the pack for company stores in February was the

Quebec City location in Quebec. The month before, it was theDevonshire Mall location in Windsor, Ontario.

As for the Roots 73/Outlet category, the Niagara Outlet inNiagara Falls captured top spot in February, while the CrossIronMills outlet in Rockeyview, Alberta took the honours in January.

Congratulations to Doris Lamoureux, Manager of the QuebecCity store; Chris Crowe-Campeau, Manager of the DevonshireMall store; Jennifer Powell (currently on maternity leave), Managerof the Niagara outlet; and Dan Dickie, Manager of the CrossIronMills outlet, and to their respective teams for their exemplaryperformances.

Hats off to all of the other stores that surpassed their salesgoals in February and January.

Celebrities have long madea point of shopping at anddeveloping friendly ties

with Roots. Here are the latestsightings of prominent figuresfrom the world of entertainmentand sports who recently visitedRoots stores, the head office,factory or were seen wearingRoots.• Robson Street, Vancouver, BC- Michael Nyqvist, Swedishactor, best known for his starringrole in The Girl with the DragonTattoo, took a break fromshooting his upcoming film,Mission: Impossible - GhostProtocol to drop by the store. Hepicked up the Men’s British SideSaddle Bag in Tribe and posedfor some photos.• Leather Factory, Toronto -Arnold Schwarzenegger, actorand former California governor,

came to the factory to visit longtime friends Michael Budmanand Don Green after his speakingengagement, An Afternoon withArnold Schwarzenegger held inthe area.• Head Office, Toronto -Robbie Robertson, musician/singer/songwriter, visited Roots.A longtime friend of Roots, thefamed guitarist for The Band wasin town to be inducted to theCanadian Songwriters Hall ofFame at their annual gala. Healso participated in the 2011 JunoAwards event, a few days before

the release of his new albumHow To Become Clairvoyant.• Bay Street, Sault Ste. Marie,ON - Kevin Durand, Canadianactor and Joseph Cross, Ameri-can actor, visited the store to pickup some Roots gear including apair of black jeans. The two arein town, filming their upcomingfeature Edwin Boyd.• Head Office, Toronto -Martin Short, comedian andactor, dropped by the head officeto chat with long time friendsMichael Budman and DonGreen.

Michael Nyqvist

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

Robbie Robertson

• Omar Boutari, SeniorNational Loss PreventionManager• Marina Correia, LeatherMerchandise Flow Analyst• Shannon Doggett, Label andTrims Coordinator• Cecilia Ho, Director ofFinance• Jennifer Surritte, Manager,Retail Operations• Selina Terra, MerchandiseManager, Leather


DÉJÀ VUStraight from the archives: A vintage Roots moment from 1985 Easy ways to stay healthy

HEALTH TIP #61

PRE-VENTINGMUSCLESTRAINANDPAIN:Withcomputers

playing such a predominant rolein today’s world, it’s littlesurprise that they’re increas-ingly at the source of modern-day ailments. Common tasksinvolving computers demandfrequent repetitive movements,which can cause muscle strainand tension.

As people are built differ-ently, some are more predis-posed than others to repetitivestrain injuries. These includetendonitis, tennis elbow andcarpal tunnel syndrome. Thebest way to avoid such afflic-tions is through proper postureand ergonomics.

Ergonomics refers to thescience of designing equipmentand general work environmentsto better fit the user. With this inmind, it’s important to beproactive and ensure your areais customized to best fit you.Tips to keep in mind while atyour computer:• Elbows should be close toyour body and bent at 90 - 100degrees (right angle). They canbe supported by adjustablearmrests on your chair.• Shoulders should be relaxed,not slouched or raised.• Neck should face forward, notlooking up, down, or to eitherside.• Lower back should besupported to maintain its naturalcurve.• Knees should be bent atapproximately 90 degrees withenough space to place your fistbetween the back of your kneesand the chair.• Thighs should be parallel tothe floor. Use a footrest if theyneed to be raised.• Wrists should float over thekeyboard when typing. Keepyour wrist and forearm in aneutral position• Whole arm should be used formousing rather than just yourwrist.• Mousing hands should bealternated to reduce stress onyour dominant mousing hand,providing that you are using auniversal design mouse.• Top of monitor should be ateye level and at least one arm’slength away from you.• Source: www.ohcow.on.ca/resources/workbooks/ergonomics.pdf

ALL DRESSED FOR ROMANCEKen and Barbie reunite with style

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

As a quintessential Canadianbrand, it’s little surprise that

Roots has always had a strongconnection with hockey andthe NHL, especially given thepassion that co-foundersMichael Budman and DonGreen have for the sport.

Every spring, the twoclosely follow the NHL playoffsas teams fight for a berth in the

Few couples can sustain a50-year presence inpopular culture the way

Barbie and Ken have. Their splitin 2004 took many by surprise butas of this past Valentine’s Day, thepair is together again and theirepic love story is back on track.

As part of Mattel’s multimediapromotional campaign, ElleCanada recently devoted a six-page spread to the iconic couple.The images show them rekindlingtheir romance while modelingCanada’s hottest designersincluding Roots.

The Roots involvement was atreat for Creative Producer DianaBald. She styled Barbie’s outfitwhile her husband, Roots Co-Founder Michael Budman, styledKen’s.

“We absolutely loved dressingBarbie and Ken in the classiccomfort and style of Roots,” saysDiane. “It was a childhood dreamcome true.”

Bringing the clothing tominiature life was Peggy Lim,Leather Product DevelopmentAssistant at the Roots factory.

Stanley Cup Finals. One of theirfavourite teams, the storiedMontreal Canadiens, have wonthe championship 24 times, farmore than any other franchise inthe league.

As part of its involvement inhockey and support for the NHL,Roots was one of the sponsorsof a major documentary film onthe “Habs” in the 1980s. Di-

rected by acclaimed journalistBob McKeown, the film wasentitled Les Canadiens. Donand Michael invited several ofthe most legendary Canadiensto attend the film’s premiere atthe Toronto Film Festival in1985 where they were pre-sented with specially designedRoots jackets to mark theoccasion.

Although only one day wasneeded to make the actualclothing, the planning anddevelopment of the pieces tooklonger.

“Every part of the process wasas true to life as possible,” saysPeggy. “Tiny patterns were cut

Barbie and Ken spread inElle Canada magazine

and little samples produced inorder to test fit.”

The materials used were thesame as for any life-size item,right down to the natural rubbersole used on Barbie’s RussianVamp Boots. Details mattered.Ken’s hoody includes a functionalkanga pocket, both jackets werefully lined, and on the back ofKen’s Gretzky Jacket there’s aRoots Canada crest.

Although the outfits were onlyfor dolls, Roots did not want tocompromise on its usual quality.After all, as Barbie expressed onher blog, she and Ken may beplastic but their love is real.


STARTING LINEUPIntroducing the people who make it happen at Roots stores

SPEAK TO MY AGENTThe littlest customers show their Roots

We often receive unsolicited photos from people eager toshow us pictures of their children, cousins, grandchildren,

or even pets, wearing Roots. Sometimes the senders askif we can use the photos in a future advertising campaign. Wecan’t promise that, but we are certainly happy to publish them inThe Source.

Everyone is welcome to submit their favourite shots to beconsidered for publication. Please send your pictures [email protected].

Be sure to include the name and age of each child or pet in thephoto, where it was taken, place of residence and a sentencestating that you agree for the photos to be used in The Source.

GREEN TIP #64Easy ways to help theenvironment

Giving morelife: Everyoneloves gettingmore for theirmoney. Thequestion is,how? Reusingitems you

already own is one way. Thisapproach is not only good foryour wallet but also great for theenvironment.

Take magazines, for example.Most people read them once andthen throw them away. Why notshare them? Pass them along tofamily, friends, doctors’ offices,fitness centres, and the like.

Alternatively, you can usethem for crafts and other projects.For instance, rather than buyinggift wrap, use the pages of oldmagazines. Make decorativeenvelopes from them (seeinstructions below). Or use thepages to protect delicate itemswhen storing them in bins orboxes. You can also frameimages or ads that you particu-larly like, or create a collage withthem. Finally, you can simplysave them. Perhaps they’llbecome vintage one day.

Magazines are just one typeof item that can easily be reusedfor another purpose, but there aremany things that can take onother lives of their own. It’s up toyou to be creative and find them.ENVELOPE INSTRUCTIONS1. Find an envelope in the size youwould like to reproduce2. Carefully tear apart the seems andcompletely unfold it3. Choose a magazine page that youlike and place the unfolded envelopeon it4. Trace around the envelope then cutout the tracing5. Fold and glue the cut-out as per yourexisting envelope• Source: http://www.ehow.com/how_2073125_reuse-old magazines.html

Milan Dwivedi, 7months, Toronto

Max Aaron Blaylock,1 year, Toronto

Adi W., 7 months,Windsor, ON

As part of our continuing series of team pictures from the Roots retail family, this issue of The Source is spotlighting theCentreville Store in Montreal.

Back row, L to R: Kimberly Emond, Jonathan Cabot, Anya Gregory, Jazmin Chao, Catherine Archambault, JessicaLavertue, Dorothy Lee, Daniel Belyea, Jocelyn Lemaire. Middle row, L to R: Melissa Wheeler, Jennifer Elmaleh, EbonyDemers, Zoe Chou, Maria Raskin, Diana Garcia de Alba, Marilyn Lucas. Front row, L to R: Ana Nivela, Addy Graves, KayaDunawa-Pickard, Karolina Apland, Lynn Charette-Hardie, Tara Pinsonneault, Sarah Lewis, Julie-Anne Pelletier, Melissa-Anne Stentiford-Belkin, Alexandra Desrochers-Vaughn. Missing: Nicky Kalogeropoulos, Allie Macdonald.


MUSICAL ROOTS

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

This month, we spotlight young U.K. soul sensation Adele

For this issue’s Chef’sCorner, we present a quick

and easy recipe for makingCreamy Orzo with Aspara-gus & Parmesan.

INGREDIENTS:1 cup orzo1 cup asparagus, cut into 1inch pieces1 tbsp butter or margarine1/4 to 1/2 cup cream1/4 cup grated parmesancheeseSalt & Pepper, to taste

DIRECTIONS:1. Bring a large saucepan ofwater (filled halfway) to a boilover medium heat. Cook theorzo until tender, about 10minutes.2. After the orzo has beencooking for about 5 minutes,add the asparagus to the samepot (this will allow the orzo andasparagus to cook in the samepot and keep the clean-up to aminimum).3. Once the orzo and asparagusare cooked and tender, drain

and return to the pot.4. Quickly add the parmesancheese and butter. Stir thor-oughly, allowing both thecheese and butter to melt.Slowly add the cream to themixture, while stirring. Con-tinue to stir and add creamuntil you reach your desiredconsistency.5. Season with salt and pepper.• Source: www.sugarandspice-celeste.blogspot.com, http://en.petitchef.com• Recommended by Tali Garrett

The minute you hear thatvoice, don’t be surprised ifthe hair stands up on the

back of your neck. Immediatelyyou will realize this is someonespecial.

Best known only by her firstname, Adele Laurie Blue Adkinswill only turn 23 in May butsings like a woman twice herage. Already a soul sensation inher native U.K., Adele is poisedto conquer North America withher second album, 21, whichcame out in late February, afterdebuting at #1 in the Britishcharts.

Brash, wise beyond heryears, but down-to-earth andfocused, Adele was raised by asingle mom in the raciallymixed, working-class Londonneighborhoods of Tottenham andBrixton. While growing up, sheworshipped and was greatlyinfluenced by the BackstreetBoys, the Spice Girls, Take That,

The Cure,Peggy Lee,Jeff Buckleyand BritneySpears, notdaring todream one dayshe mightfollow in theirfootsteps tostardomherself.

“I didn’trealize thiswas some-thing I coulddo until I gotmy recorddeal,” Adele

admits. “I taught myself how tosing by listening to EllaFitzgerald for acrobatics andscales, Etta James for passionand Roberta Flack for control.”

Although she went to thesame performing arts school inCroydon as Amy Winehouse,Leona Lewis and Kate Nash,Adele’s an original. Her vocalstyle and personal charisma areall about human warmth, honestyand embracing the audience.

“I have to believe what I’msinging about,” says Adele.“That’s how you connect withsongs, and that’s what seems tohave paved the way for me in theU.K. and Europe. People canrelate to me. They believe me.I’m not some sort of concoction.I’m accessible.”

And while North Americansuccess is important to her,Adele insists it doesn’t meanmore than winning over otheraudiences around the world.

“I want as many people aspossible to hear my music,” shesays. “I want to do well inEurope, Asia and Australia. It’sso weird to come all this way todo shows and have them sell out.It’s ridiculous and amazing howmany people want to talk to me.”

Adele’s rise to success hasbeen nothing if not swift. In late2008, she first made herselfknown in North America with animpressive performance onNBC’s Saturday Night Live. Shethen gained major internationalrecognition in 2009 when shewon two Grammy Awards(including Best New Artist),barely a year after the release ofher debut album.

But all you need to knowabout Adele can be learned fromher live performances in whichshe’s accompanied by just apiano or an acoustic guitar. Herone-of-a-kind voice conveys arainbow of emotions, fromsorrow to triumph,from longing tosensuality, solitudeto solidarity, ablues-soul hybridsteeped in the past,yet fully alive inthe moment.

“I get reallyscared right beforeI go on-stage, butsoon as I’m there,I love it,” she says.“I feel more atease performingthan when I’mwalking down thestreet. I loveentertaining

ROOTS RADIOA guide to the top songsfor spring1. Foster The People – Pumped Up Kicks2. Aloe Blacc – Good Things3. Courtney John – Love Is4. Generationals – Trust5. Israel Kamakawiwo’ole – Somewhere Over The Rainbow

Only 22, Adele has alreadywon two Grammy Awards

people. It’s a huge deal thatpeople pay their hard-earnedmoney, no matter how much orlittle, to spend an hour of theirday to come and watch me. Idon’t take that responsibilitylightly.”

Remember the name: Adele.After listening to her two albums19 and 21, you’re sure to neverforget the voice. And to thinkshe’s only at the beginning of hercareer… - Davin Bujalski

Adele’s newalbum is nowin stores


Documents

April / May 2011