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A window into the world of Roots

Issue 107 • July/August 2012

Marlee MacLean

The Roots factory team behind the collaboration with Apple.

RISING TO THE OCCASION Apple Inc. calls on Roots to make customized cases for MacBooks, iPads and iPhones for sale in their retail stores in Canada


WHEN APPLE COMES CALLING Roots works with US tech titan to create custom bags for their stores

JOINING FORCES Roots teams up with four Canadian-based labels to create merchandise for fall OFF TO A GREAT START Roots Village Project celebrates first season BATTER UP! Roots employee drafted by Toronto Blue Jays PADDLING FURTHER Adam van Koeverden adds to his Olympic glory ROOTS TO THE RESCUE Editor’s Bag miraculously survives destructive house fire READY FOR TAKEOFF Roots partners with Porter Airlines for photo shoot


Publishers MICHAEL BUDMAN, DON GREEN Editor ROBERT SARNER Interns ELYSIA CHEUNG TERESA FAZARI JAMIE FLEMING 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 Letters may be edited for length and clarity. Each issue of The Source is also available as a pdf and most of the content appears on the Roots blog at

2 • The Source

Ilich Mejia

NEW HOME IN ASIA First-ever retail location of Roots Home opens in Taiwan


A selection of recent letters from the world of Roots IT’S CRYSTAL CLEAR The Stevenson Memorial Hospital Foundation and the Gala Committee thank Roots for supporting our inaugural gala for the It’s Crystal Clear Digital Mammography Campaign. The gala was a wonderful evening of entertainment, fundraising, and fun for our donors, sponsors, and guests. The Roots contribution was instrumental in the event’s success, which raised $210,000 for It’s Crystal Clear, bringing the campaign over the million-dollar mark to $1.3 million. This will help us buy new equipment to provide state-ofthe-art diagnostic services, and in turn, save lives. By enhancing existing support and offering new services, we can attract more doctors, specialists, and hospital staff to our community. With your support, we are bringing quality healthcare closer to home. S. Biffis and T. Tworzyanski Stevenson Memorial Hospital Foundation Alliston, Ontario TOP MARKS I’m writing to comment on the phenomenal service I received at your Chinook Center store in Calgary. I was there inquiring about the Stampede Awards Jacket. At the time, one of the employees informed me they were not available but would be coming out soon. He took my

information and added it to his client book. A few weeks later, I received a phone call from the associate telling me the Stampede jackets were now available. I came into the store and tried on a men's large jacket but it didn't feel right. I considered having the sleeves shortened but that still wouldn't fix the problem of the shoulders fitting too big. He suggested I could have the size I wanted created in a women's size and I could even have my name embroidered on the jacket, too. He went a step further mentioning that he could have an embroidery patch made for my husband’s jacket which he had previously purchased. I have never received that sort of customer service before and I was blown away. I must also mention how amazing your Chinook store looks every time I go in and how welcoming and friendly the staff always are. This is why I have and will continue to shop at Roots. For me, it’s A+. Barb Attoe Calgary, Alberta LEAVE IT TO DONNA When it comes to shopping, my preference is boutiques versus malls, with one exception: the Roots store in Barrie, Ontario. Why? An employee named Donna. She’s an invaluable employee with customer service skills that create a boutique buy-

ing experience where one is not expecting it. Donna takes the initiative to know your name and tastes and as a result I window shop online and then call Donna for the shopping part. She would be a positive role model in an employee training experience. Not surprisingly, I keep coming back due to Donna and your great product line. Ann Baird Barrie, Ontario SHINING THROUGH Thank you for participating in the Shining Through Centre for Autism Gala 2012. It was a fantastic success with more than 1,300 people in attendance. The proceeds from the event reduce tuition at the school to make it more affordable for families to receive the support they need. Shining Through is such an extraordinary place, and we are all deeply grateful to those individuals and companies like Roots who help us keep it running. Thanks again for your generosity. Nicole Irwin Shining Through Centre Woodbridge, Ontario

EXPRESS YOURSELF We invite you to send us your letters and/or your most creative photos or illustrations for publication in The Source. Please send your submissions to

Issue 107 • July - August 2012

ANSWERING THE CALL OF APPLE W At the request of Apple Inc., Roots makes customized genuine leather cases for Apple MacBooks, iPads, and iPhones for sale in their retail stores in Canada. By TERESA FAZARI

hen two major brands join together for a project and the synergy is right, good things invariably ensue. Over the years, Roots has collaborated with many world-renowned companies in creating specially designed merchandise including Universal Studios, Mazda and NBC. The latest such venture is a partnership with Apple, which entails Roots custom designing and manufacturing cases for the MacBook, iPad and iPhone product lines. Available exclusively in Apple retail stores in Canada, this initiative combines the cutting-edge modernity of Apple with the time-honoured excellence of Roots leather goods. Sharing a commitment to quality and being well-respected brands, the Roots Apple collaboration is

innovation and iconic design. Its products are not only incredibly popular but have had a transformative impact on the world. In 2011, Apple made and sold 70 million iPhones, 30 million iPads, and 59 million other products. It’s no exaggeration to say that the iPod has changed the way people experience music while the iPhone and iPad have changed the way people communicate and consume media. Last fall, looking at ways for its Canadian stores to further engage customers, Apple contacted Roots. A member of the Retail Merchandising team at Apple told Roots of her company’s interest in creating Zipper and buckle detail on merchandise specifically for the Messenger style bag the Canadian market. With its strict criteria, a natural fit. Apple knew that the Roots Late July marked the official commitment to quality would launch of these bags in Canada, ensure that their standards were made at the Roots factory in met and together, they embarked Toronto. Since arriving in Apple stores, the bags have clearly been in developing a line of unique leather cases for Apple’s current well received based on the fact selections of products. that Apple has already asked “This collaboration started Roots to replenish stock in the with Apple’s interest in a stores. distinctly Canadian brand, so This is the first time Roots has collaborated with a company Roots was at the forefront of this with the international stature and opportunity,” says Melinda McDonald, Vice President Wholemagnitude of Apple. With more than 370 retail stores worldwide, sale and Business Development including 20 in Canada, Apple is at Roots. “Given the incredible number of consumer footsteps celebrated for its technological Issue 107 • July - August 2012

and with Apple’s interest in authentic Roots styling with Tribe leather, Rosie, Melinda and Karl Kowalewski, Roots leather expert, had several phone discussions and met with Apple staff at the company’s headquarters in Cupertino, California. “The highlight of my experience in Apple stores, we are thrilled working with Apple was going to be collaborating with them. to their offices in California and This gives Roots exposure to the feeling like we succeeded,” says tremendous traffic that Apple Karl, who’s been a key member stores draw.” of the Roots leather goods team Apple played a seminal role since the company began in in this project, as they were 1973. “I’ve worked on interestactively involved in the develop- ing projects with other major ment of each of the three styles brands like Ford and Indigo but of bags. Their hands-on apmaking these products for Apple proach included everything from was one of my favourite collabothe selection of leathers – Africa rations to work on.” Tribe and Charcoal Tribe – to After extensive preparations the choice of suede-padded linincluding numerous prototypes, ing, zippers and buckles. three key stylistic variations With the focus on creating emerged from the Roots leather bags to accommodate MacBooks factory: Messenger style, offered in two different sizes, the Roots Satchel Satchel, and the Tote. As a team, and Tote style Melinda, Karl and Rosie collabbags created orated on perfecting each style, for Apple adding features to accommodate an iPad and iPhone. The Roots factory was well Continued on next page

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suited for this assignment. Under Karl’s direction, working with his Leather Product Development team, the bags were made by highly skilled and longtime factory employees. “These Roots Genuine Leather bags are Canadian made which is a stand-out feature in

Apple’s stores across Canada,” says Melinda, who’s been involved in previous collaborations with other major brands during her 15-year career at Roots. “Each bag successfully appeals to buyers looking for a bag with a cool vintage feel to carry their beloved high tech Apple products in.” Included with each of the

A Roots Messenger style bag in African Tribe leather

Apple store entrance at Yorkdale mall in Toronto

styles, the Messenger, Satchel and Tote, are hangtags created by a Roots designer. With feedback from Apple, he drafted a Canadian inspired hangtag using the distinctive red and white colouring and also including the

venerable Roots beaver logo. “We’re honoured to be working with Apple,” says Roots Co-Founder Michael Budman. “We’ve always been tremendous admirers of its innovative excellence in everything it does.”


First-ever overseas retail location opens in Taiwan


learly, Canada can resonate in distant lands, as reflected in the remarkable popularity of Roots in Taiwan. With more than 60 stand-alone Roots stores there – and more opening this year – the Taiwanese have embraced the Canadian brand in a big way. So much so that Roots continues to expand its presence in Taiwan in different ways. The latest example is the recent launch of the first ever Roots Home store in Asia. This follows the opening in 2011 of the first Roots Lodge Café in Taiwan. Occupying more than 2,300 sq ft, the new store is located in Taipei in the city’s New World Design Centre. Based on the well-established Roots reputation for high quality merchan-

dise, great design, and inviting retail environments, the Roots Home store is an impressive showcase of a full range of household products including furniture, bedding, lighting and accessories. “Roots is an extremely popular family oriented brand here in Taiwan,” say Matt Meng, Director of Roots Taiwan since 1997. “With this beautiful new store, furniture, bedding and home accessories are all now included in our product portfolio. It’s very much in keeping with Roots being known to offer our customers comprehensive service in their lifestyle. It makes this, along with our attention to quality and reasonable pricing, a distinct advantage point in Taiwan.”

The Roots Home store entrance to the newly opened location in Taipei 4 • The Source

Expanding the Roots Home store in Asia entailed a collaborative effort between Roots teams in Canada and Taiwan. Basing the design concept from already existing Roots retail store models in Canada, the new store in Taipei was inspired by the Roots Canadian aesthetic and cultural appeal. “The design behind Roots Home is based on a rustic luxury feel created by mixing elements of wood, steel and leather," says Diane Bald, Creative Director for Roots. "This new location in Taiwan is a beautiful modern store with clothing and leather goods on the main floor, and a Roots Lodge Café along with a Roots Home store located on the second floor. Both spaces interact beautifully and when the

restaurant is spilling over with guests, the Home store becomes a living entity, almost as if you were in a friend’s apartment." Roots first expanded into the world of home furnishings in 1998 when Diane began designing custom-made furniture with one focus in mind; creating Canadian-made leather furniture that is comfortable, modern and timeless and an extension of the Roots brand. In addition to Roots Home store furnishings being displayed in Roots locations in Toronto, Montreal and now Taiwan, there’s also the option of worldwide shipping. For more information and to view the current collection, visit the Roots Home website at rootshome/.

Showcasing the Banff collection inside the Roots Home store in Taiwan Issue 107• July - August 2012


Roots partners with four Canadian-based labels to create special merchandise for fall


ood collaborations keep labels fresh, relevant and fashion-forward. They allow brands to share knowledge, creativity and resources that often produce exciting new products. Roots recently announced four collaborations with trendy Canadian-based labels, creating merchandise that will be in stores this fall.

• Roots by Preloved Based in Toronto, Preloved is a one-of-a-kind clothing company inspired by reclaimed vintage fabrics. Focusing on eco-sustainability, its passion for environmentally conscious fashion is what first attracted Roots. “Preloved is the perfect fit for Roots,” says Design Consultant Syd Beder. “The powerful combination of our original

fleece and their reclaimed vintage garments has created pieces I believe will be enduring classics.” The Accessory Department also had the opportunity to create exclusive pieces with Preloved, using their reclaimed fabric and techniques. Popular with many celebrities, actresses like Julia Roberts, Kirsten Dunst and Kate Hudson have all been seen wearing Preloved creations. • Roots by Line Knitwear Creating new takes on classic knits, Line Knitwear is a leader in women’s contemporary fashion knitwear. Its emphasis on Fair Isle knitting, a Scottish technique used to create patterns with multiple colors and exaggerated detailing, distinguish it from other knitwear collections.

Designed in Canada, Line has been spotted on celebrities such as Alicia Keys, Miley Cyrus and Katie Holmes.

• Roots by Second Denim Inspired by the famous White Oaks Vintage Department in North Carolina, Second Denim has collaborated with Roots, in delivering top quality denim garments including Yoga Jeans. Made with the finest fabrics from around the world, Roots, designed a premium raw jean for men that fits perfectly with flattering comfort. “The fabric is highly prized by denim aficionados,” says Syd. “The Men’s design team at Roots feel this limited-run jean will definitely become a collector’s item.” The denim is dressy enough

Roots clothing made in partnership with Playback

for almost any occasion while also appropriate for even the most casual work environment. • Roots by Playback Ever heard of clothes made from used plastic and glass bottles? Playback apparel does just that. Its clothing is created from fabric derived from plastic bottles, cotton scraps and recycled yarn. These materials are broken down into fibers and knitted into clothes. Utilizing Playback’s original design, Roots created reversible hoodies and T’s for both men and women. Playback is a ‘green’ clothing company that’s in sync with the sustainable preference of Roots. Some notable names seen wearing Preloved include Adrian Grenier and Chase Crawford. These joint ventures help create an added dimension to the Roots brand which benefit from such creative new partnerships that jive with its values and design sensibilities. “Next year will be the 40th anniversary of Roots and we are eagerly planning new opportunities for new collaborations in connection with both our past and future,” says Syd. “There will be some exciting things to look forward to!”

OM-AZING MOVEMENT AT HEAD OFFICE Staff unwind with recently launched lunchtime yoga classes


n the ancient Indian language of Sanskrit, the word yoga means to join, unite, or attach. At the Roots head office in Toronto, this philosophy of community was recently introduced to the staff through complimentary yoga classes at lunchtime. Led by Grethe Liverud, a Roots Yoga Studio instructor and an International Logistics Coordinator at Roots, the yoga initiative is one of the ways that employees can unite their passion for physical activity, spiritual enlightenment and company unity. Since 2007, Grethe has been enjoying yoga after being drawn to the practice for its many health benefits. Originally from Norway and living in Canada since 2006, she has been teach-

Issue 107 • July - August 2012

ing Vinyasa yoga for the past year and is also an active member of the Roots Village Project as a mentor. Like many of her coworkers, Grethe spends a lot of time at her desk and uses yoga as an excellent way to mitigate any misalignment caused by a seated posture. In March, when approached with the idea by Denyse Green, founder of the Roots Yoga Studio and a longtime instructor, Grethe welcomed the opportunity to bring her beloved practice into a workplace founded on many of the tenants of yoga: physical wellness, spiritual awareness, and community. “The complimentary yoga classes are a great physical outlet for Roots employees to re-

lieve stiffness and pain from bediscover yoga,” says Grethe. ing at their desks,” says Grethe, “The lunch time class is a com36. “The initiative is a tangible mon platform for staff from expression of how the company different departments to create cares about the health, happiness a bond and learn about what is and wellness of its staff.” going on in other divisions. It’s In April, the first class atalso an effective way to help cretracted around 30 people and ate a sense of community within interest has continued to grow: the company.” an additional class on Thursdays, led by the Roots Yoga Studio Director and Roots Health and Wellness Director Laurie Campbell, has since been added to the schedule. “The staff are very appreciative and I feel grateful Yoga class in downward dog position led by to be able to help Grethe Liverud (standing) some of them to The Source • 5


Participants in Roots Village Project celebrate completion of first season


n late June, Roots Village Project mentors and youth gathered at the head office to celebrate the success of the initiative’s first season. The Hub was filled with excitement and enthusiasm as 20 participants and a half-dozen mentors celebrated the Project’s achievements and awaited the announcement of the winning team in the Project’s T-shirt design competition. Launched last winter, the Roots Village Project brings together health and wellness practitioners to help at-risk youth in Toronto. As part of the Project’s activities, youth took part in a design contest, coming up with competing logos and other

graphics. The winning entry was printed on 100 T-shirts to be sold via the Roots website. Roots Co-Founders Don Green and Michael Budman thanked everyone for their involvement and their commitment to the project. They expressed how important this project is and how it reflects one of the company’s core values – social responsibility and making a difference in the community by assisting young people. Laurie Campbell, Roots Director of Health and Wellness and the driving force behind the project, was pleased with how things have evolved so far. “The project received very positive feedback from the youth

and the mentors,” says Laurie. “The youth expressed how much they got out of the project, and in this way I feel it was very successful. It was also a good opportunity for getting the mentors exposed to the Roots Active Athletics line and promoting this in the community.” The visit to the head office included a guided tour by Robert Sarner, Director of Communication and Public Affairs. He gave a behind-the-scenes look into the company’s headquarters and design centre and spoke about how Roots had grown to be the successful and respected Canadian brand it is today. The participants showed great interest, asking many questions during the tour. Village Project participants Ashley Holland, Executive Director of the Academy of Lions Foundation in Toronto, announced the winner of the T-shirt design

competition. The Academy of Lions Foundation is the community partner involved with the Roots Village Project. Through a social media campaign, Team Green’s design won over Team Pink, receiving the most votes. Trne Trks was thrilled his design won and happy to be part of the Project. “The Village Project is really awesome,” says Trne. “It was great meeting all the other participants through the activities and workout we did. I appreciated the chance to build new friendships with the other young people and to develop relationships with the mentors. I think it’s important to have adults in your life that can guide you.” The event concluded with all the youth receiving a certificate for having successfully completed their participation in the Project. Laurie announced that the next session will take place in the fall. - Grethe Liverud • For more information, visit


Up close with three participants from the Roots Village Project


udy Ta, 15, Stephanie Jhodhan, 15, and Sara Asneke, 15, are three of the youth who participated in the recently completed inaugural season of the Roots Village Project. They are members of the St. Albans Boys and Girls Club in Toronto and all share a passion for sports and learning new skills. As such, they gained considerably from the Village Project and their experience bodes well for the future of the program. A few weeks ago, they sat down with Grethe Liverud to provide their perspective on what it meant to them. Here’s an excerpt from their conversation: Q: How did you hear about the Roots Village Project? Judy: I heard about the Roots Village Project through my basketball coach Naomi, at St. Albans. She approached us earlier this year and encouraged us to try something new. Stephanie: I also heard about it through Naomi. She thought it would be a good opportunity for us 6 • The Source

to be more active and to meet new people. Sara: I come to St. Albans often, and Naomi told me about the Roots Village Project. She said it would be a great opportunity for me to work on my basketball technique and athletics skills, but also my communication and people skills. At first, I was a bit skeptical, but after I got to know the other participants and the mentors, I felt very comfortable. Q: Why did you join? Judy: I wanted to try something new and gain some new experience. I thought it would be good for me to work out more and hoped this would help me to improve myself at school. Stephanie: I thought it would be a nice change to meet new people and to be in a new environment other than working out and playing basketball at St. Albans. By participating in different, new activities, I

From L to R: Judy, Stephanie and Sara

felt it would help me to improve my skills in other sports as well. Sara: I felt it would be good for me to stay physically active. On days I didn’t participate in activities at St. Albans, I took part in different activities such as crossfit through the Roots Village Project. It gave me an opportunity to meet new people and to discover new activities I never thought I was capable of doing. I’ve always played basketball, so it was a nice change to try something new such as spinning and yoga. Q: What did you learn by being a participant? Did it change you in some way, and if so, how? Judy: I learned that if I put my mind to something, I’m able to

do it. I’ve also become more fit compared to when I started in the Village Project. I also discovered that meeting and connecting with new people is not as hard as I thought it would be. Stephanie: Being determined to learn something new can give you a lot. Sometimes it feels awkward to meet new people, but I learned that it wasn’t as hard as I thought. Everyone was very friendly and openhearted, and it made me happy. The mentors were really friendly and nice and easy to talk to. I didn’t feel as I was talking to an adult. Sara: I’ve learned so much. Interacting with new people and making new friends wasn’t so hard after all, and it’s been a good experience for me. I’ve made friends for life through this project. I thought I couldn’t do spinning for a long duration of time, but the instructors motivated me to push myself further. Now I know if I put my mind to something, I can do it. I never thought I’d do yoga, but when I did, I really liked it and it was very calming. I feel more open now to new opportunities, and I want to try new activities. Issue 107• July - August 2012

CANADA’S MOST DECORATED PADDLER With his latest Olympic medal, Roots ambassador Adam van Koeverden adds to his illustrious career


uilding on his already impressive Olympic achievements, long-time Roots ambassador and world champion kayaker Adam van Koeverden won a Silver Medal in the 1,000-metre sprint at the Summer Games in London. He started the race strong, leading the pack for the first half of the competition, but ultimately was overtaken by Norway’s Eirik Larsen. Despite his disappointment at not winning Gold, Adam had only kind words for Larsen, with whom he’s trained with and developed a close friendship. “He’s a classy guy and I respect him so much and trust him implicitly,” Adam said to the media after the race. “If I had to lose to somebody, Eirik’s an okay guy to lose to.” Adam, 30, was thrilled to represent Canada and return to the podium for his third Olympics. With his performance in London, he adds to his collection of medals (one Gold, one Silver, one Bronze) from the Summer Games in Beijing (2008) and Athens (2004). His

new medal total, along with the eight others won at various world championships, now makes Adam Canada’s most decorated paddler, surpassing kayaker Caroline Burnett by one medal. This latest Olympic achieve-

Roots, which has sponsored him since 2004. Since then, he’s participated in countless Roots events, including store functions and kayaking demonstrations at summer camps. Much like Roots Co-Founders Don Green and Michael Budman, Adam has a

Adam van Koeverden showing off his Silver Medal at the 2012 Olympics in London

ment is one of several ways in which Adam continues to do Canada and Roots proud. As a lover of sports and the outdoors, to say nothing of his great social conscience, Adam is an ideal person to represent

passion for Ontario’s Algonquin Park, where he has a cabin and often paddles his kayak. “Adam is a class act and for the past eight years he has represented Roots in the best possible way, exuding the values

and culture of Roots,” says Don. “In addition to looking great in Roots ad campaigns, he takes tremendous interest in the life of the company and is actively involved in various community initiatives. He's as down-to-earth as they come, liking nothing more than to paddle his kayak in Algonquin Park where he has a rustic cabin near Camp Tamakwa.” Along with representing his country, Adam devotes considerable time to the Right To Play charity (which Roots also supports), helping children in third world countries to participate in sports. Following his race in London, Don and Michael congratulated Adam and sent a company-wide email to staff paying tribute to him. As to whether Adam intends to compete in the 2016 Olympics in Rio, he’s not yet saying. “I’m looking forward to more races in my life,” he told journalists in London. “I don’t know what form it will take. I’m certainly not too old for this sport. I just got beat by a 36-year-old.”


Sales of T-shirt leads to construction of much-needed schools in Africa


n Africa, the struggle to obtain an education forces millions of families into a

vicious circle of poverty. The importance of education can't be overstated as it can give people the chance to work their way out of economic and social adversity and to improve the wellbeing of their community. This summer, the educational prospects are about to increase for children in one African country, all thanks to a Tshirt. In August, construction will begin on five schools in Every 500 shirts sold help build a school in Africa Sierra Leone

Issue 107 • July - August 2012

with funds raised through the sale at Roots of a T-shirt branded ‘This Shirt Built A School In Africa.’ All net profit from T-shirt sales are put towards this cause. Since the project was launched last winter in conjunction with the Michael Pinball Clemons Foundation and the Academy of Lions, Roots has sold more than 2,500 T-shirts. For every 500 shirts sold, one school can be built. It typically takes six to eight months from the time funds are donated to when construction in Africa actually takes place. Later this summer, Roots will make its second donation to the MPCF, with construction of more schools expected to take place next winter. Recently, Roots expanded the T-shirt collection, adding

three new colours to the selection. These include a grey mix with white, a grey mix with orange and a solid white version. The shirts boldly proclaim the cause in uppercase letters, raising awareness about youth education in Africa. “It’s a simple concept to understand and it makes you feel like you’re contributing to something bigger than yourself,” says James Connell, Vice-President of Ecommerce and Marketing at Roots. Celebrities such as Canadian recording artist and actor Drake and Canadian actress Robin Givens have all been spotted wearing the T-shirt. • For more information and to view updates on the progress of the schools, visit Our-Sponsors?School-Donors.html

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Event at Bloor St. store celebrates summer, health and delicious cuisine


n mid-July, the Roots flagship store in Toronto was filled with health enthusiasts and yogis as Roots and the Globe and Mail’s Recognition program hosted an evening of yoga, delicious cuisine, and conversation about how to lead a healthy and balanced lifestyle. More than 85 people attended including guests from the Roots Yoga Studio, Globe and Mail subscribers and friends of Roots. Things kicked off with an introduction of Dr. Natasha Turner, a naturopathic doctor and author of The Hormone Diet, and Globe fitness expert Kathleen Trotter. Laurie Campbell, Roots Director of Health and Wellness and Director of the Roots Yoga Studio, told the audience what balance means to her and how she’s gained this insight through her many years of yoga practice and study. She was accompanied by Roots Village Project mentors and shared with the audience the background of this initiative. Next, Natasha spoke about her new book The Carb Sensitiv-

ity Program. She stressed the importance of finding the right balance of carbohydrates suited for each individual to achieve optimal health.

Outfitted in the Roots Active Athletics line, Roots Village Project mentors and instructors from the Roots Yoga Studio demonstrated beautiful yoga

sequences, and showed the audience how to incorporate yoga poses into one’s daily routine. Later in the evening, the guests had the opportunity to mingle and speak with the presenters

and to shop in the store with a special discount. The guests sampled free drinks and delicious appetizers such as the Berrylicious Iron-Booster Smoothie, Selenium-Boosting Shrimp and Salsa and Warm Beet and Goat Cheese Salad from The Carb Sensitivity Program re-created by Hearty Catering’s executive chef Evelyne Gharibian. The guests also received a copy of The Carb Sensitivity Program, a leather gift from Roots and a one-month pass to the Roots Yoga Studio. The event concluded with a book signing by Natasha and a draw to win a copy of her other books The Hormone Diet and The Supercharged Hormone Diet. Like with other Roots events, this health and wellness seminar was a successful evening filled with socializing and where new connections were made. The guests left with new Roots apparel and new knowledge and inspiration on how to live a more balanced life this summer. - Grethe Liverud

Day collection, she and her staff took to the Burrard SkyTrain Station and used this Robson St. landmark as the backdrop for their team photo shoot. With art direction by Leanne, the staff – Eunice Gwak, Israel Alcoreza, Katja Wester, Lorelei Dupont and Tom Glichitch – posed Members of the Robson for the pictures St. team jump for joy that were later during photo shoot displayed prominently throughout “The staff loved the pictures and their store. many customers came into the “With everyone dressed, we store to see them as they were went to Robson St. and just start- hanging from the ceiling over ed having a blast,” says Leanne, our front table.”

Due to the success of this initiative, Leanne plans to continue building team spirit with other similar projects to keep her staff smiling.

Lecturer speaking about health and wellness at Roots flagship store

Then Kathleen discussed exercise, balance and demonstrated simple exercises taken from The Globe Summer Bootcamp video series. The audience showed great interest, asking questions.


Robson St. staff get the star treatment


great retail team is one directed by an inspirational leader whose actions extend way beyond the sales floor. The Manager of the Roots Robson St. store in Vancouver, believes in motivating her team and encouraging them to perform to their full potential. As part of that ethos, she recently initiated a photo shoot project driven by enthusiasm and team spirit. “I really got inspired by the staff and the environment at Robson and wanted to do something fun and exciting for them,” says Leanne, who previously worked as the District Visual Coordinator for Roots stores on the West Coast. “My goal with this project was to keep the vibe in the store as high as possible.” With the idea of a teambonding experience in mind, and also influenced in part by the then-newly launched Canada

8 • The Source

Issue 107 • July - August 2012


Sales associate makes his way to the big leagues after being drafted by the Toronto Blue Jays


n and off the sales floor, Shaun Valeriote, 22, knows how to hit home runs. An employee at the Roots store in St. Catharines, Ontario, he’s been playing baseball since he was a child. Two years ago, he enrolled at Brock University in St. Catharines, majoring in sports management and joined the Brock Badgers as a first baseman, where he continued to improve his skills. His hard work paid off when earlier this summer Canada’s only Major League Baseball team, the Toronto Blue Jays, drafted him. “I can't put into words how excited I was when I heard my name called by the Blue Jays,” says Shaun, born in Guelph, Ontario. He was the 39th round pick and 1,195th overall. A few days later, Shaun found himself in Florida where the Jays’ minor league facilities are located, to sign contracts and to be assigned to one of the team’s affiliates. Currently, he’s playing for the Gulf Coast League Blue Jays in Florida. Shaun’s first glimpse into the world of professional baseball was in August 2010 when he was scouted by the Jays while playing for the Brock Badgers. Over the next year and a half, the Jays invited him to attend

workouts – including other prospects from the United States – at the Rogers Centre, the team’s home stadium in Toronto. Shaun started playing baseball competitively in Grade 10

ture eventually led him to Roots. In September 2010, Shaun began working at the St. Catharines store, as a sales associate, while he attended Brock. He also has ties to the Roots store in

Shaun Valeriote playing first base for Shaun Valeriote playing first base for the Gulf Coast League Blue Jays the Gulf Coast League Blue Jays

for Team Ontario. He moved on to play for Brock where he has competed for the past two years. As a member of the Brock team, Shaun is the first person to ever be drafted from the Ontario University Athletics (OUA) association, which is responsible for organizing collegiate competitions. Although he is now an official big leaguer, Shaun is not cutting his ties with the university just yet. During the off-season, he will return to St. Catharines to be a coach for Brock’s team as he finishes his degree. His talent and ambitious na-

Guelph where he worked previously. Shaun says he applied for a position at Roots because he grew up with its clothing and thought working for a brand he supported since childhood would be an enjoyable experience. The St. Catharines store manager believes Shaun’s determination has contributed greatly to his success. “He decides he wants something and he goes for it,” she says. “He’s dedicated and he’s loyal. He’s never called in sick. He puts everything he has into everything he does.” The manager always knew

MAKING WHEELS MATTER Roots joins forces with Bikes Without Borders for a great cause


ikes Without Borders is a Toronto-based charity that helps underprivileged people in an original and effective way. Based on the principle that bikes can be a means of facilitating access to health services, educational empowerment and personal independence, BWB amasses bikes to distribute in communities in Canada and developing countries. In doing so, it allows recipients to travel greater distances in less time, which in turn can help improve lives, increase economic prosperity and sometimes even prove life-saving. In May, after seeing the bikes used in the Active Athletics display at the flagship store on Toronto’s Bloor Street, Tanya Issue 107 • July - August 2012

Smith, Executive Director of of local needs,” says a visual BWB, contacted Roots to see if team member. “In addition to the company could donate any their work overseas, they help to of the prop bikes. A total of 28 bring people in our community bikes in a variety of styles and together and make a big differsizes had been featured in two ence.” separate campaigns. As a rule, In Toronto, the organizaRoots tries to re-use existing tion distributes bikes to those props for future displays. In in need. Past fundraising events this case, Roots liked what BWB was all about and felt it was a great way to give the bikes a second life. “One of the things we liked best about Bikes Without Borders Prop bikes before they were donated to Bikes is that they Without Borders don’t lose sight

Shaun played baseball but was not aware of his prowess on the field. She attributes this to his humility. The morning after he won several awards at the OUA end-of-season ceremony, he came into work but with his characteristic modesty, he didn’t mention it to anyone at the store. In 2011, he received the OUA Top Hitter award, the Brock MVP award and Brock Top Hitter award. Shaun has already asked the manager to save him a spot on the store staff when he returns to Brock in the fall. He’s quickly found some common ground in being a Roots employee and now also a professional baseball player. “It’s awesome that I get to play professional baseball for the only Canadian major league baseball organization and also work for one of the leading Canadian retail brands,” Shaun says. “Every day when I go to work, I get to wear a Canadian symbol across my chest, either the maple leaf in the Blue Jays logo or the beaver in the Roots logo. Being Canadian is something I’m very proud of. The opportunity to be involved with both Roots and the Blue Jays is something I’ve thoroughly enjoyed.”

in the city have included the bicycle-themed art auction called ArtCycle, the Toronto Tweed Ride, a group bicycle ride downtown in which cyclists dress in classic tweed outfits, and the recent Great Bike Recycle. Events like these allow the community to learn firsthand just how valuable a bicycle can be while highlighting an important cause. The bikes donated by Roots were put on display during the Great Bike Recycle kickoff at the annual Bike Month festival in Toronto in late May. They have since been sent to a St. Jamestown bike clinic where they will be refurbished and given to youth in the economically-challenged neighbourhood. The Source • 9

NEW & NOTEWORTHY A guide to just-launched Roots products

Second Denim Mid-Rise Skinny Jean, Merlot, $98

Selina Draped Tunic, White/Black Spacedye, $68

French Bucket - Italian Raw, Burnt Orange, $268

10 • The Source

Cover Up Cardi, Carbon Mix, $78

Sorority Jacket, Maroon/Birch, $358

Carmen Silk Square, Rust, $44

Heritage Slub Tee, White, $30

Hi Top-Tribe, Africa, $218

Cabin Sock (2 pack), $16.50 Issue 107 • July - August 2012

NEW & NOTEWORTHY A guide to just-launched Roots products

Anthony Chino, Aged Brass, $88

Fraser Henley, Delta Blue Mix, $58

Muskoka Tote, Africa, $278 Issue 107 • July - August 2012

Gridiron Tee, Phantom, $46

Brewster Western Shirt, Delta Blue, $62

Ossington Toggle Hoody, Charcoal Mix, $118

Men’s Après Yoga Lace-Up, Anthracite, $158

Sherlock Plaid Poorboy, Vintage Khaki, $30

Heartland Watch, Brown, $110 The Source • 11


Easy ways to help stay healthy

LAUGHTER IS THE BEST MEDICINE: Aside from its humourous and contagious nature, laughing has powerful therapeutic value for your body as well. When was the last time you laughed so hard you had tears streaming down your face? Or the last time your laugh left your cheek muscles sore? According to research, kids laugh about 30 times more in a day then the typical adult. A good belly laugh may be more beneficial for you than you may think. Health Benefits of Laughter. A good laugh increases your pulse and heart rate, gives you extra oxygen, stimulates blood circulation and helps ease muscle tension. A laugh also engages all major bodily systems including muscles, nerves, heart, brain and digestive system, as it gives the benefits of a light workout burning 50 calories every 10 to 15 minutes. Laughing at Pain. Studies have shown that pain is reduced when the person is laughing. Only ten minutes of laughter has an anaesthetic effect that can give the body two hours of a pain-free sleep. Healing With Humour. Hospitals providing humour rooms, comedy carts, or comedy video channels recognize humour as a healing tool. Hugging, singing, smiling and dancing keep the mind and body thinking positively. • Source:


Although Lisa McKenzie’s house burned down, her Editor’s Bag miraculously survived the blaze, preserving her personal ID


pass when they smelled smoke. ike many women, Lisa “We wouldn’t be here today McKenzie develops a strong relationship with her if it wasn’t for Ron,” says Lisa, who works as an esthetician and purses. Invariably, they become make-up artist. “He woke us up an extension of her. But one by pounding on our door yelling, bag in particular will always have a special place in her heart. ‘Fire! Fire! Get out!’” Recently, Lisa contacted Roots to share her story of a harrowing drama and the unlikely fate of her Editor’s Bag. Last fall, Lisa’s life changed when during a stormy night in the small southern Ontario town of Oliphant disaster struck. At 11:45 pm, the sound of crashing lightning, blazing fire and fire trucks screeching filled the air. Within a matter of minutes, Lisa McKenzie with her Editor’s Bag that survived a major house fire the unthinkable happened as the Lisa credits Ron for saving McKenzie family watched her and her family’s lives as five their beloved home burn to the to ten minutes after they evacuground. ated, the roof of her 1,500 - sq. During the fierce storm, ft. bungalow collapsed. Lisa, 47, her husband Pete, 52, The next day, after going to and their daughter Laura, 17, were sound asleep. Ron Joiner, a see if anything could be salvaged from the ruins, the family neighbour who lived two doors was dismayed to find almost down the road, was up with his everything destroyed. One of the wife waiting for the storm to

only things they could redeem was her black leather Roots Editor’s Bag that has usually been on her left arm for the past five years. “It was totally charred on the outside,” says Lisa. “The leather was blackened with soot, giving off a distinctive smell. But it was there in one piece in what was once our living room. I opened the bag and to my astonishment I discovered that my identification was fully intact.” In the months after the fire, the McKenzie’s slowly began rebuilding their lives and replacing what they’d lost. “Initially, I began to use a grocery bag as a purse,” says Lisa. “It felt so good a week later walking into a Roots store and buying the exact black leather purse that saved all my ID papers.” Lisa will finally be getting a fresh start as she prepares to move her family to a new house located in Chatsworth, Ontario within the next upcoming months. “I will always recommend the Roots line of products for their superior quality,” says Lisa. “That Roots purse saved my identity.”

DÉJÀ VU A voyage back in a time to a vintage Roots moment from 1993 xactly 20 years ago, film director Mike Binder brought an EOntario’s excellent Hollywood cast and crew to Camp Tamakwa in Algonquin Park for the making of Indian Summer. A former Tamakwan himself, Binder’s part-fact/part-fictional screenplay captured the spirit of the fabled camp that Roots Co-Founders Michael Budman and Don Green attended in their youth. Two of the film’s main characters were based in part on Don and Michael and Roots created specially designed apparel seen on many of the actors throughout the film. When Indian Summer was released in April 1993, Roots helped promote it, hosting a party at the then Roots flagship store in Toronto (at 195 Avenue Road) following a private screening of the movie. The main cast members were there including actors Vincent Spano, (left), and Bill Paxton who are seen next to the Indian Summer poster signed by the cast. A similar event also took place at the Roots store in Beverly Hills. 12 • The Source

Issue 107 • July - August 2012


Staff at the Roots store in Signal Hill host a bottle drive to build a school for children in Africa


t takes one person to believe in a cause to make a world of a difference. At the Signal Hill store in Calgary, Alberta, the Roots Manager had a whole team behind her rising to the occasion. Demonstrating exemplary attitude towards Roots and the charities it supports, the store hosted a bottle drive, one of many initiatives launched to help the ‘This Shirt Built A School In Africa’ campaign. This campaign raises money to build schools in Africa with every T-shirt sold. “Our mission is to build one school in Africa,” says the manager, who has been the Signal Hill Standing tall for Manager since a good cause 2011. “We

started brainstorming ideas of how, as a store, we could raise enough money to build an entire school. With my part-time sales associate, the idea of a bottle drive became a reality”. “I got inspired by the build a school campaign and once the idea of a bottle drive was set, I just took charge,” says the sales associate, who joined Roots in March. “Using Facebook and Twitter I kept updating my status about the bottle drive, provided a website link, uploaded pictures of the campaign shirts and made known that 100% of the proceeds go straight to the cause.” As a team, the store started informing customers about the bottle drive by creating a visual community board. The staff also spread the word by engaging customers to bring in their bottles to the store as well as donate money with their purchases. “Customers were impressed and found it simple to participate,” says the manager. “The

The Signal Hill team wearing their ‘This Shirt Built A School In Africa’ shirts for the bottle drive.

local community was also involved and it started to spread out to local schools and businesses. Thanks to the bottle drive held during the last weekend of April, we raised just shy of $300 and are that much closer to fulfilling our goal of building one school in Africa.” This sales associate continues to go above and beyond to contribute to this cause. She is currently working on other ideas

to help support the foundation including a hotdog and juice promotion stand outside the store and also a local garage sale. “This sales associate is determined to lead our store to be successful in reaching our goal,” says the manager. “I want to thank all the staff and customers of Signal Hill for contributing to something greater for a common good. I am so proud of what we achieved.”


Roots makes its presence felt at this year’s Idea City conference


hen some of the most brilliant minds meet for three days in Toronto, it’s little surprise it’s a feast for the brain for everyone lucky enough to be in attendance. Such was the case in mid-June at the 13th annual Idea City conference. Each of the presenters was a leading authority in something different – the environment, science, transit, culture, health care, business – you name it and it likely was talked about at some point at Idea City. Despite their different presentation styles, speakers were passionate, engaging and enlightening. They included musicians, professors, belly dancers, journalists and scientists and many other experts. It all took place at the beautiful Koerner Hall, at the Royal Conservatory of Music, where people listened, learned and expanded their horizons on a stimulatingly eclectic mix of topics. As a co-sponsor, Roots was extremely visible, especially by way of the leather tote bags provided to each delegate. Issue 107 • July - August 2012

leading causes of death. Now, in the 21st century, it’s heart disease, cancer and stroke. • Three rules to great health: eat right, exercise and don’t smoke. Michael “Pinball” Clemens • Your neck speaking on behalf of his circumference, charitable foundation your tongue, the moles on The presenters often chalyour body and your waist to hip lenged conventional thinking ratio all allow you to personalize and the audience was left with your health. countless facts to think about. • Arable land per capita has been Each an innovator in his or her declining since the 1960s. way, they provided much food • To better feed the world with for thought including these fish, there needs to be effective random facts: • Health care costs are driven by fishery management. This will bring back a stronger fish to feed an increase of use by all ages of society and an increase to labour the upcoming population boom. • Beetles account for one-third costs. of all life on Earth and in recent • 80 per cent of all health care years with a one-degree temcosts treat chronic disease perature increase and milder • In the 1900s, pneumonia, tuwinters, the beetle population berculosis and diarrhea were the

has exploded. • Coal miners used to use canaries. In the mines, if a canary stopped singing, or died, it was a signal to get above ground because of toxins in the air. • In Toronto, on average, people spend 80 minutes a day in their car driving to and from their place of work. This puts Toronto in last place when it comes to the amount of time spent each day in a car. It is even behind Los Angeles. • Canada is the only G8 country that doesn’t have a high-speed railway. • A straphanger is a person who relies largely on biking, walking or public transit. In marine biologist Edith Widder ’s presentation, she said: “Practice isn’t the thing you do once you’re good. It’s the thing you do that makes you great.” The same could be said for Idea City, which every year illustrates the wonderful human capacity for discovery, learning, questioning and seeking answers. The Source • 13

FINE PRINT A selection of coverage of Roots in the media

Here are some recent sightings of Roots in the newspapers, magazines and websites:

· The Kit: July 5. The Kensington Bag is featured in this side column of the Toronto Star. · Marilyn Dennis Show: July 2. Jeanne Becker showcased two looks from Roots during her Canadian designer fashion show for Canada Day. · Globe and Mail: June 30. The women’s Canada Classic Tee in red was featured in a National Treasures Canada Day feature. · Daily XY: June 28. Displaying the weekender bag on the men’s advisory site. · Toronto Star: June 27. Featuring the Maple Leaf Forever collection in a Canadiana article for Canada Day. · Toronto Sun: June 26. The Canada Cap appears in the patriotic gift guide section celebrating Canada Day. · I Want – I Got: June 19. Showcases the new line of clothing by Roots in collaboration with Line Knitwear. · Real Life Runway: June 14. Features Roots products in the Man Up segment of the Father’s Day gift guide. · Huffington Post: June 11. Highlights Line Knitwear’s recent collaboration with Roots. · Front Row magazine: June 4. Showcases the Ibiza Sandal in a Must Have Getaway summer fashion segment. · Chatelaine: June. The Raider’s Pack appears as part of the ‘Update his look’ feature. · Flare magazine online: May 30. Highlights Roots’ two new collaborations and previews its fall collection. · Glow: May 29. Features the Africa Tribe Leather wallet in the magazines online Father’s Day Gift Guide. · National Post: May 26. Features the Beaver Canoe Daypack in the weekend section of Style and Design. · LouLou: Summer 2012. Highlights the women’s Canada Collection Tank in red · 24 Hours: May 16. Features the Roots Active Athletics Seymour Hoody in Mediterranean blue. · Metro: May 10. Presents the orange prince Beauty Bag in a Mother’s Day ‘Splash of Colour’ product round-up. · Globe and Mail: May 5. Features the small Longbeach Tote in aqua in the Mother’s Day Gift Guide. · Toronto Star: May 5. Highlights the French Tote in sunshine yellow and Norwegian tan as part of the Mother’s Day Gift Guide. 14 • The Source


Employees from across Canada participate in Kids Help Phone event


n a warm Sunday in May, Roots employees from across Canada participated in the Kids Help Phone’s Walk So Kids Can Talk. With the goal of raising funds to support Roots employees and family members at the Kids Help Phone fundraiser the professional Club. “Co-workers who couldn’t counseling initiatives of the Kids office employees who volunteer for the role, the Social Club is an make it out to the walk still supHelp Phone, more than 40 head open group that welcomes new ported us through donations. It office employees participated in additions. shows that Roots employees are walks in the Toronto area. “We selected the Walk So socially conscious team players.” In its 11th year, the Walk Kids Can Talk not only because As part of its support of this So Kids Can Talk takes place Roots strongly supports the philanthropic initiative, Roots simultaneously in more than 40 cause but also because it was an created custom T-shirts for communities across Canada and activity that all Roots employees employees who took part in the is the country’s largest walk in across Canada could participate Walk. support of child and youth menin”, says Laura. “It seemed like “There is a corporate culture tal health and well-being. Funds a natural fit.” of generosity at Roots,” says a raised by Walk participants go Last year, the Social ComSourcing Coordinator and feldirectly to delivering professional youth counseling services, mittee provided a donation to the low Social Club member. “The Kids Help Phone. company has influence on both a which are available around the “Through this fun and national and international scale. clock, 365 days a year. Kids physical activity, we wanted to By Roots supporting our team, it Help Phone counsellors provide continue supporting kids across automatically raises awareness over the phone and online counCanada,” says Laura. of the cause for which we are selling, information and support Prior to the Walk, members of advocating.” to more than six million young the Roots Social Club organized Due to its successful raispeople from almost 2,500 coma penny drive, charity bake sale, ing of nearly $6,000, the Roots munities across Canada. and raffle with proceeds going contingent made the “Walk of Led by Laura Clark, Directoward the Kids Help Phone. Fame” as one of the top grossing tor of Human Resources, the “Regardless of the specific teams. Roots Social Club selected the • For more information on Kids non-competitive, family-friendly cause, Roots employees are always eager to help,” says a Help Phone and about Walk So walk as an ideal platform for Label and Trim Coordinator Kids Can Talk, visit http://www. charity, generosity, and team and member of the Roots Social building. Comprised of 15 head

GREAT MOMENTS IN RETAIL Spotlighting the top performing Roots stores based on their sales results hortly before this issue of The S Source went to press, we received the final sales figures for

stores in recent months. Taking the top spot for company stores in July and June was the Bank Street store in Ottawa, Ontario (pictured). As for the Roots 73/Outlet category, the Avalon Mall Roots 73 store in St. John’s Newfoundland claimed the top spot in July and June. Congratulations to the Manager of the Bank Street store; the Manager of the Avalon Mall store; and to their respective teams for their winning performances. Hats off to all of the other stores that surpassed their sales goals in July and June.

Member of the Bank Street store in Ottawa, Ontario. Issue 107 • July - August 2012

GREEN TIP #71 Easy ways to help the environment

THERE’S AN APP FOR THAT: Tired of Brick Breaker, Words with Friends and other popular games on your mobile device? It’s time you turn your smart phone into something a bit more significant. Mobile users now can learn about eco-friendly tips and trends via the palm of their hands. Many of these new programs are designed to control the overall carbon footprint of local residents, businesses and area services. This new generation of eco-social media applications provide information that encourages positive environmental and other social changes. Here are two: Ecoble. Sends updates and information on sustainability, green technology, news and innovation in the form of a blog to a user’s smart phone. The Good Guide. Reviews the environmental and social implications of various goods. This program allows you to type in a product you are about to buy and read a brief review of its environmental and social sustainability. Imagine being able to learn, spread the word, raise funds and volunteer all by way of your fingertips. There is a wealth of advice available to people wishing to reduce their personal impact on the environment. At their best, eco-social applications are intended to increase awareness and encourage positive change. The time for action is now! • Source:


Taking attendance of special guests at Roots


elebrities have long made a point of shopping at and developing friendly ties with Roots. Here are the latest sightings of prominent figures in the entertainment industry and sports world who recently visited the company’s stores in Canada and the United States. • Bloor Street, Toronto - Rookie Blue actress Missy Peregrym and her mom Vanessa stopped by the Roots flagship store to do some shopping in June. • Bloor Street, Toronto - Kim Cattrall, acclaimed Sex and the City actress, popped into the store and purchased a pair of shoes.

• Eaton Centre, Toronto - Actor Shane West, star of the TV series Nikita, visited in July, picking up some sweats and accessories. • Centreville, Montreal - Actress Helena Bonham Carter, who starred in The King’s Speech and the Harry Potter film series, visited in mid-July, and treated herself to some leather bags. • Beverly Hills, CA - Actor Sylvester Stallone stopped into the Hollywood location in June, coming away with high top boots and a leather bag. • Beverly Hills, CA - The Man with the Iron Fists actor Russell Crowe came into pick up some

Helena Bonham Carter

Barbra Streisand

Sylvester Stallone

L to R: Bérénice Bejo, Michel Hazanavicius and the assistant store manager

READY FOR TAKEOFF Roots joins forces with Porter Airlines for photo shoot of leather travel bags


ake two leading Canadian brands and bring them together in front of the camera and great visual images will surely emerge. That was the thinking behind a recent photo shoot involving Roots and Porter Airlines in Toronto. Shot on location at Billy Bishop Airport, the photos captured scenes of a traveler carrying various Roots designer leather bags ahead of takeoff. Though airports can sometimes seem forbidding, the photo shoot focused on the fun and more glamorous side of air travel, producing images for a promotional campaign centered around Father’s Day. Roots was thrilled to partner with an innovative, progressive Canadian organization such as

Issue 107 • July - August 2012

men’s apparel. •Beverly Hills, CA - Country music singer Dwight Yoakam came by in June, purchasing several small leather goods and men’s apparel. • Beverly Hills, CA - Michel Hazanavicius and Bérénice Bejo, respectively director and star of The Artist, purchased his and her desert coloured boots. • Aspen, CO - Actress/singer Barbra Streisand and husband James Brolin were in the store in July, picking up the Village pouch case for her phone. • Aspen, CO - Director Ron Howard paid a visit in June.

Porter. The connection was made when VP of Ecommerce and Marketing James Connell contacted associates he had previously worked with at Porter’s marketing department. “For Roots, it was an opportunity to co-brand with a very stylish forward-thinking brand,” says James. “It was also an opportunity to show our customers how Roots products are used in the real world.” The Roots web site

photographer worked on location where she was given access to specific areas of the airport. The large space provided for plenty of photo opportunities. Because the Roots collection features mostly pieces designed especially for Pride of place for Roots luggage at Billy Bishop Airport in Toronto

Ron Howard

traveling, the airport served as a perfect backdrop for the campaign. Photo shoots often take place in more isolated areas, but this time being in a well known Toronto venue allowed for creative new ideas to spring forth. The photographer later said it’s always exciting to shoot on location, especially in downtown Toronto where it’s full of life and culture and inspiration. The success of the campaign, along with a previous collaboration with Porter, reflect what Roots and the airline can achieve when they work together. The collection featured in the campaign includes the Banff Bag, City Satchel, Modern Satchel, Metropolitan Tote, the Laptop Case and the new City Briefcase. The Source • 15


On the frontlines of Roots retail stores

As part of our continuing series of team pictures of all the stores in the Roots retail family, this issue of The Source is shining the spotlight on the Thunder Bay store in Ontario.

Shambavi Kumaresan, 26, Sara Beasley, 27, Croatia

Ethne Dennis, 13, Studio City, California

Jasper Boyd, 8 months, St. Thomas, Ontario


Little – and not so little – customers show their Roots

W Ty Mayes, 6 months, Summerland, British Columbia 16 • The Source

Alexis Cyron, 4, Airdrie, Alberta

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 could use the photos in a future advertising campaign for Roots. While we can’t promise that, we are happy to publish them in The Source. Over the years, Speak To My Agent has become one of the most popular items in our

magazine becasue it showcases everyday people wearing Roots. Everyone is welcome to submit their favourite shots to be considered for publication. Please send your pictures to 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.

Issue 107 • July - August 2012


This time, we spotlight Canadian singer/songwriter Bahamas


ost people may know it only as a tropical island, but for many music lovers, Bahamas will soon represent something other than a vacation spot. Bahamas is the pseudonym of Toronto-based singer/ songwriter and guitarist Afie Jurvanen, whose disarmingly forthright, captivatingly melodic songs have already earned him a devoted fan base and critical acclaim in Canada and the United States. Born in Toronto and raised in Barrie, Ontario, Afie (pronounced Ay- fee) chose the stage name Bahamas because it suggested something of a fantasy to him, a place far removed from Barrie. Growing up in a town whose musical connections were scarce, he began playing in a band in high school with Mike O’Brien and members of the indie rock group Zeus under the name Paso Mino and became a part of the city’s small musical community. Inspired by independent Canadian bands like Sloan and Thrush Hermit, it was during this period that Jurvanen realized music was what he wanted to pursue as a career. He would go on to play guitar with Great Lake Swimmers, The Stills and his high school friends Zeus before embarking on his journey as a guitarist/ keyboardist for Canadian singer Feist, that ultimately led to his decision to break out as a solo artist. After a three-year tour with

Feist, Jurvanen recorded his debut album Pink Strat, released in 2009. The album’s unique mix of inspired songs and lowtech arrangements resonated with fans and critics in Canada, where it received nominations for a prestigious Juno Award and Polaris Prize. That success led to high-profile touring and festival appearances. Pink Strat was recorded in only two days and features the songs of a forlorn narrator in a style reminiscent of Neil Young. The album showcases Jurvanen’s bare bones, candid approach to songwriting, also evident in his second CD, Barchords, released this past February. “My tendency is to write from a very personal place, trying to be as honest as I can be within two or three minutes, so there ends up being a lot of ‘I’ and ‘me’ in the songs,” says Jurvanen. “There are forays into different styles and perspectives, but more often than not I tend to come back to basic storytelling, where there’s a beginning and an ending. However, I do think the songwriting is a little more open-ended on this record, where listeners can fill in some of the details and chime in with their own imaginations.” On Barchords, Jurvanen once again created songs with poignant lyrics, exciting melodies and recordings whose appeal is widespread. Jurvanen’s compositions are commonly understood but yet not easily

Bahamas latest album, Barchords, has been listed for a Polaris Prize

defined, becoming clearer and more enlightening with each new listen. The album has been long-listed for a Polaris Prize, an award given yearly to the best full length Canadian CD as determined by a jury of music journalists. Barchords, an autobiographical album inspired by the dissolution of a romantic relationship, features 12 songs that embody these characteristics, including the unforgettable albumopener “Lost in the Light”, the heady “Montreal,” the harsh yet sweet “I Got you Babe” and the encouraging “OK, Alright, I’m

CHEF’S CORNER Roots-friendly recipes for a healthy diet and to bring pleasure to your palate GINGERSNAP-BANANA FROZEN YOGURT: As the days of summer get warmer, staying cool can be challenging. It may be tempting to stock up on popsicles, freezies and ice cream, but these sugary foods are no friend to your health. Keep your cool this summer with our recipe for Gingersnap-Banana Frozen Yogurt. This crowd-pleasing dessert, packed with nutrients, will help you beat the heat while providing key essential Issue 107 • July - August 2012

vitamins. It’s sure to help take the sweat out of summer eating. Ingredients: 2 cups vanilla frozen yogurt, softened 6 gingersnap cookies, chopped 2 bananas, sliced, ¼ cup chopped toasted pecans Instructions: 1) Layer equal portions of frozen yogurt, chopped gingersnaps, bananas and pecans into 4 small dessert cups or glasses. 2) Freeze until the yogurt is firm, at least 10 minutes. Source:

Alive.” These songs, along with the other tracks on Barchords, show Jurvanen’s ability to write songs that are subtle, and yet they can impact the listener on a deep emotional level. The songs’ music and lyrics are expressed and emphasized by Jurvanen’s skillful vocals and guitar playing. “Not having a bass player is a conscious decision,” Jurvanen says. “It focuses me on reinventing the songs when we play live. It’s more exciting to me when I have to figure a way to present the songs within a simpler framework.” That sentiment can be found throughout Barchords. “I’ve been accused of being an old soul or whatever, but I’m not the only one,” says Jurvanen. “You just do your best to create something that’s pure and honest. I’m fallible, and I’ve made plenty of mistakes. But I’m always trying to find a way to connect and to be more honest in life and in music. I have to think that there are a lot of people out there who see things in a similar kind of way.” - Davin Bujalski • Bahamas is currently on a North American tour with concert dates in August and September. For more information, visit The Source • 17

July / Aug 2012  

Rising to the Occasion - Issue 107

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