The Roots story: built on a love for Canada

Roots CEO, Meghan Roach, discusses Canadian pride, manufacturing and growth for the country’s iconic apparel brand // By Craig Patterson

Roots, a brand synonymous with Canadian heritage and outdoor lifestyle, continues to reinforce its strong national identity as it grows. Meghan Roach, President and CEO of the company, Meghan Roach, highlights the importance of supporting the Canadian economy amid tariff threats.

“There’s been a renewed sense of patriotism, not just around Roots, but Canada as a whole,” said Roach. “It’s been amazing to see people thinking about how they can support the Canadian economy.”

Roach emphasized that Roots remains deeply entrenched in the country’s retail landscape, with its leather factory, distribution centre, and the majority of its employees based in Canada. “We are a Canadian public company, and it’s encouraging to see people recognizing the value of investing in homegrown businesses.”

The Roots Story: Built on a Love for Canada

Roots was founded in 1973 by Michael Budman and Don Green, two Detroit natives who fell in

However, like many Canadian apparel brands, Roots also relies on international production. “If every apparel company tried to manufacture solely in Canada, we wouldn’t have the infrastructure to support it,” Roach noted. “We continue to invest in Canadian manufacturing where possible while recognizing the realities of a global supply chain.”

A key challenge is skilled labour. “Even in our leather factory, we have programs in place to train new talent,” she said. “There’s a real need to develop the next generation of skilled workers in Canada.”

Addressing Tariffs and Economic Shifts

With respect to shifting global trade policies, Roots is keeping a close watch on tariffs and the de minimis threshold, which affects duties on low-value imports. “It’s a constantly evolving situation,” Roach said. “While our U.S. exposure is lower than some brands, we are monitoring how tariffs impact the Canadian consumer.”

She remains optimistic about Canada’s global standing. “We’ve always had strong relationships with international markets. We believe Canadian brands can succeed both at home and globally.”

Collaborating with Canadian Designers and Artists

Roots has a strong track record of collaborations with Canadian brands and artists. “We don’t just focus on big-name partnerships like Barbie or Wicked—we also work with homegrown brands,” Roach said.

The company has collaborated with local brands like Alder Apparel and partnered with Canadian sports teams, including the Toronto Raptors and the newly formed Toronto Tempo of the WNBA.

“When the Raptors won their championship, we made their official jackets,” Roach added. “We’ve done similar projects with the Toronto Maple Leafs and across the hockey world.”

Roots has also supported Canadian talent beyond sports. “We’ve worked with celebrities such as Canadian Lorne Michaels, and other influential figures. It’s about bringing Canadian culture to a global stage.”

Expansion and Store Renovations

Roots is investing in major store renovations and expansions. “Our Robson Street flagship in Vancouver is undergoing a major renovation and will reopen by summer,” Roach revealed. “Having a flagship on Robson Street is crucial, given its status as a premier Canadian retail destination.”

Additional renovations are underway at Vaughan Mills and Champlain Mall. “We’re also launching a pop-up store at a unique location, which will open in the coming months,” she said. “It’s part of our strategy to test new locations and evolve our store experience.”