Publishers
MICHAEL BUDMAN, DON GREEN
Editor
ROBERT SARNER
Interns
AMANDA LAI
STEPHANIE LIPTON
SHAYLA SCHIPPER
March 28, 2012
SPECIAL DELIVERY
A selection of recent letters from the world of Roots
SUPPORTING THE CAUSE
We extend our sincere thanks to Roots for your contribution to the Canadian Cosmetic, Toiletry and Fragrance Association Foundation’s annual fundraiser, the Mirror Ball gala in Toronto. Valued donors, sponsors, supporters and patrons raised more than $450,000 to support the psycho-social needs of Canadian women with cancer.
We appreciate and value your support for the important resource the Foundation’s free programs and services provide to those faced with the challenges of cancer and its treatment.
Allan Lever
CCTFA Foundation, Toronto
SIZE MATTERS
I’ve been a customer and lover of Roots for more than 20 years. I’ve always experienced great customer service but I feel like I need to let you know how truly awesome you guys are.
In December, I bought the Cape Breton cardi. After a few wears, I realized that the sleeve length was too short, but due to the holidays, I didn’t get a chance to deal with it.
The other day, I went to your Metrotown store to get the cardi switched. The manager I dealt with was great and I am now quite happy in my new size.
Dilani Andrews
Maple Ridge, BC
UNITED IN AID
On behalf of the Foresters insurance company, I’d like to thank you for your donation to our fundraiser. We hosted a very successful Silent Auction and Fun Fair for the United Way that would not have been possible without your help.
In previous years, Foresters has helped the United Way fund their more than 200 community health and social service agencies in Toronto. With your help, to date we have raised $28,000 and we are still in the process of wrapping up our campaign.
We at Foresters are continually inspired by the dedication and generosity of donors like Roots who answer the call to give again and again.
Katharine Rounthwaite
Foresters, Toronto
DELIVERING THE GOODS
My fiancée and I recently visited your store in Park City, Utah where she fell in love with the Laurentian long down coat but didn’t purchase it. After immediately regretting her decision, we had it shipped from Park City to us in Maryland where we live.
But as it didn’t fit, we contacted the folks in Park City who kindly located a smaller size at your Birmingham, MI store. We shipped the original coat there, and they sent the smaller size to us. We could not help but feel taken care of in the best way possible throughout the whole process.
In this day and age, top level customer service is something too often neglected. But everybody at Roots was extremely gracious to us. You have definitely earned our loyalty and we look forward to shopping at Roots again.
Matt Burke
Takoma Park, MD
ALL SMILES
We’d like to thank you for the wonderful experience you gave our daughter Lisa when you chose her for the varsity ad campaign this past year. It was a thrill for her and her family. How exciting for a girl from Northern Ontario to be forever connected to the Roots Family.
Lisa described her experience with Roots just as we expected: first class, generous, fun and professional. We have always been huge fans of your company and will continue to be some of your most devoted customers.
We just wanted to let you know that Roots made a positive and lasting impression on our daughter, and we can’t thank you enough. It was definitely one of the highlights of 2011 for us.
Jim and Cynthia Hysen
Sudbury, Ontario
STYLE FOR CHANGE
In mid-February, the Roots flagship store in Toronto buzzed with excitement as members of the Roots Village Project took part in an evening of fun, fashion and photography. Representatives of the city’s wellness community were styled in pieces from the newly launched Active Athletics collection and captured in a photo-booth style shoot by professional photographers for the Roots Facebook page.
Laurie Campbell, Director of Health and Wellness, is the driving force behind the Village Project. As a yoga practitioner for the past 13 years, Laurie channels its tenants of spiritual awareness, community, and physical wellness into the Village Project through various programs and initiatives targeted at at-risk urban youth in Toronto.
Inspired by the Nigerian proverb, “It takes a village to raise a child,” the Village Project brings together 50 local health and wellness practitioners, yoga instructors, personal trainers, dancers, art therapists, foodies, nutritionists and eco-savvy entrepreneurs. United by the common goal of bettering their community through education and activity, the Village Project Ambassadors have been divided into five teams and matched with youth participants. The Village Project has teamed up with the Academy of Lions Foundation, a not-for-profit that aims to eliminate barriers to health, fitness and nutrition. Through exercise and skill building, the program fosters a sense of community and self-empowerment.
“I wanted to create an initiative that had integrity behind it,” says Laurie. “People who go into athletics as a career usually had someone supporting them from the beginning and due to this, understand the importance of leadership and mentoring. The best way to support youth is to interact with them in an environment where self-esteem can be built.”
Grethe Liverud, Roots Yoga Studio teacher, became involved with the project as a way to contribute to the community-at-large by sharing her enthusiasm and knowledge of yoga with youth that may not be exposed to the practice.
“It’s a dynamic, organic program that grants you the opportunity to become both a brand ambassador and a youth mentor,” says Grethe.
Laurie and her team viewed the gathering of like-minded individuals as an ideal opportunity to display the cornerstone of Roots clothing: athletic wear. The new Active Athletics line has been integrated into the project. Each ambassador has been outfitted with a selection of pieces and asked to share feedback about fit, functionality, comfort and aesthetic appeal.
“The style aspect is part of the project because it’s important to get the clothing on people who matter,” says Laurie. “Our ambassadors are out there in the community and build brand awareness through word of mouth.”
For the style launch event, stylists from the Visual Department drew upon key pieces from the Active Athletics collection for each Village mentor and created looks which were captured in a photo booth-type shoot. Hair stylists from John Steinberg and make-up artists from GEE Beauty helped make the ambassadors camera-ready. Roots gifted each mentor with the essentials for going about their health-conscious and physically active lifestyles.
Through social media, both the Active Athletics line and the mentorship program get exposure. The youth participants are encouraged to network and connect with their mentors through an online community via Facebook. The photo-booth images from the style event are available on the Roots Facebook page and link visitors to the main Village Project website. Since late February, $2 from each item sold from the Roots Active Athletics Collection go to support the Roots Village Project.
• For more information on the Roots Village Project, visit www.roots.com/rootsvillageproject
TAKING ROOTS BY STORM
Better Mus’ Come celebrates its Canadian premiere
Daring to dive into one of the darker moments of Jamaica’s storied history, filmmaker Storm Saulter explores the conflict behind the 1978 Green Bay Massacre in his film Better Mus’ Come. The director, accompanied by his lead actor Sheldon Shepherd, visited Toronto in early February for the movie’s Canadian debut. Roots Co-Founders Michael Budman and Don Green invited Storm to publicly exhibit photographs and posters from the film over cocktails and Jamaican cuisine at the Bloor Street store. The evening event gave the director an opportunity to interact with fans and film enthusiasts in a casual, intimate setting.
“I have been connected to Roots for many years,” says Storm, 28. “The Budmans and the Greens have been coming to my hometown of Negril for quite some time now and I shot a campaign for the company a couple years back. Since Toronto is Roots’ town, it seemed only natural we would get together at the store to listen to some reggae, eat some great food, and celebrate the Canadian premier of the film that examines the roots of Jamaican contemporary history.”
The North American debut headlined the opening weekend for the Black History Month film screenings at the TIFF Bell Lightbox in downtown Toronto. The venue also hosted the Caribbean Tales Youth Film Festival, giving Toronto-based Caribbean youth a chance to view a variety of stories from across the islands.
“This year, Jamaica celebrates 50 years of independence,” says Storm. “There are many things about our personal identity that we’re still trying to figure out as a young country. This film is about analyzing some of the darker elements in our history by examining the connection between politics and gang warfare. Basically, we are looking back at ourselves, unafraid to tell our own story from the inside out, which is something unique.”
Winning awards at Caribbean film festivals in Trinidad and Tobago and in the Bahamas, Better Mus’ Come (2010) is a noteworthy cinematic piece. Storm, a celebrated writer, photographer, editor, director and cinematographer, held two screenings of his film before departing for L.A. and New York for further premieres.
BEAVER CANOE REACHES NEW SHORES
Roots enhances the historic brand with new collection, staying true to Beaver Canoe’s outdoors heritage and original inspiration of Omer Stringer. By STEPHANIE LIPTON
In Canadian mythology, the canoe has a hallowed place. With its historical links to the country’s wilderness, First Nations and early explorers, along with being an environmentally friendly mode of transportation and a staple of summer camp lore, the canoe is one of Canada's treasured icons.
As with Canada, the canoe played an important role in the history of Roots. For two Detroit teenagers attending Camp Tamakwa in the late 1950s/early 1960s, canoe trips contributed greatly to their discovery of nature, especially Ontario’s Algonquin Park. Their passion for canoeing and the bush grew in no small part thanks to legendary outdoorsman and master canoeist Omer Stringer, Co-Founder of Tamakwa. Their time at Tamakwa would ultimately help lead Michael Budman and Don Green to move to Canada and start Roots.
Omer would also figure in Don and Michael’s future in a way they could never have imagined while at Tamakwa. His canoeing prowess was the inspiration behind Roots’ involvement in creating Beaver Canoe 30 years ago – a brand that today is enjoying a major resurgence.
“Beaver Canoe is for the urban tripper,” says Michael. “Everything essential for a canoe trip is proving useful in the city. We live in a mobile society. Backpacks, sturdy boots, and quality inner and outerwear are necessary in order to be prepared for an entire day, to be ready to face anything. There’s been a revival in people’s interest for quality products from heritage brands, apparel that is authentic and unique, and Beaver Canoe is just that.”
This spring, Roots is introducing a new and expanded Beaver Canoe collection. Designed for men, women and children with adventurous spirits, the line uses earthy, natural materials and includes items such as the Pathfinder and Portage shorts, Camp and Baseball shirts, and of course, a variety of variations on the classic sweatshirts and pants.
“Beaver Canoe brings Roots deeper into the fabric of Canadian history,” says Peter Vooys, Camp Tamakwa staff member, outdoorsman and the face of Beaver Canoe. “It enhances Roots by expanding its heritage. Beaver Canoe draws on historical inspiration from the various people involved with the establishment and development of a young Canada. Beaver Canoe is the brand of adventure. Solid and time-tested by the true explorers.”
As a brand, Beaver Canoe is a modern classic, with an engaging back-story of great personal significance for those involved with its birth. For many, to see its revival is meaningful. It’s far more than just an aesthetically pleasing logo. Beaver Canoe is a manifestation of Omer Stringer’s talents and passions.
“I admired Omer immensely,” says Michael, a celebrated canoe instructor at Tamakwa during the mid-1960s. “He had a genuinely original way of looking at the world and living
in nature. He taught me the skill of canoeing which changed my life. Beaver Canoe is, and will always be, meaningful to me on a variety of levels. It feels great to see the enthusiasm with which the brand is being embraced today.”
The story of Beaver Canoe began more than 30 years ago. In 1980, Vic Norris and Dave Bale, with silent partner Howard Perlmutter, became co-owners of Camp Tamakwa. For the previous 45 years, Tamakwa had used canvas-covered cedar strips, provided by the “Cadillac” of canoes, Chestnut Canoes. The New Brunswick-based manufacturer faced bankruptcy and prepared to shut its doors. Unable to find another supplier of quality canoes, the owners devised a creative solution to their quandary; they would construct their own canoes.
“We knew no one better to approach than Tamakwa’s Co-Founder, our mentor, Omer Stringer,” says Dave Bale. “He was a master canoeist and an exceptionally skilled craftsman. At the time, he was building his own canoes and uniquely styled cherry wood paddles. We approached Omer about teaching our staff about canoe building during the camp’s off-season. He was happy to oblige. All that lacked was a production space.”
Upon learning of Tamakwa’s need, camp alumni Michael and Don offered Vic and Dave some unused space in the Roots factory. In the winter of 1982, Omer and his team began making canoes, commencing a Roots-Tamakwa partnership.
Once the entrepreneurial spirit took hold, Tamakwa and Roots decided to create a brand together and immortalized the Omer stylized canoes. The aptly named Beaver Canoe incorporates two prominent symbols in Canadian history while combining elements from the two contributing establishments.
They contracted Richard Male, a now retired graphic designer, to create the Beaver Canoe logo. Inspired by early Canadian 20th century designs and the Algonquin’s art and culture, he designed a picturesque diamond emblem. Ostensibly carved from a wood foundation, the logo features the symbol of Roots and Tamakwa – and the namesake of the brand – a beaver. Edged by a natural patterning, the rustic font reads “BEAVER CANOE, built by Omer Stringer, Beaver Canoe Company, Algonquin Park, Canada”.
Manufacturing six canoes that year, which still remain a part of the Tamakwan fleet today, Omer and his team continued to build more canoes, but for general retail. Each canoe deck included a brass nameplate embossed with the diamond emblem and was finished with a canvas decal featuring a stylized horizontal version of the logo on both sides at the hull’s midpoint.
In 1983, Roots added branded accessories and apparel to the Beaver Canoe repertoire. Canoe building and marketing proved a costly and complex endeavor, forcing Beaver Canoe to reassess its business direction. The company decided to concentrate instead on producing sweatshirts and T-shirts. With 19 retail locations across the country, including a flagship store in Toronto’s Hazelton Lanes, Beaver Canoe fashion items had become a must-have for campers and city-slickers alike.
Together with Roots, Lloyd Perlmutter, son of Tamakwa co-owner Howard, managed Beaver Canoe. Due to diverging professional philosophies, Roots opted to sell its half of the company to Lloyd, who ran the brand until early 1992.
Though purchasing back the Beaver Canoe brand in the mid-1990s, Roots waited until the right moment to re-introduce it into select retail stores. In winter 2010, Roots decided to sell a Beaver Canoe hoody to gauge market interest in the heritage brand. The sweatshirts, available in Roots green and canoe red, flew off the shelves, inspiring the Roots design team to expand the collection in months that followed.
“We’ve established Beaver Canoe to be a more rugged brand, inspiring and encouraging travel and exploration in the great Canadian outdoors,” says Stephanie Holden, Creative Director for Roots. “Beaver Canoe is about getting outside and enjoying the wilderness, be it with canoeing, camping, snowshoeing, portaging, hiking, or walking. It enhances the Roots aesthetic through its focus on outdoor adventure. Supporting the Roots brand, yet maintaining its own identity as a distinct entity.”
Working with Stephanie and her team, Syd Beder, Product Development Coordinator for Roots, appreciates how the sub-brand enables a creative growth.
“With a focus on rustic luxury, Beaver Canoe gives the designers an opportunity to pioneer new areas for Roots,” says Syd. “Using the brand for aesthetic exploration, Roots opens itself to new customers. It is the perfect partnership.”
Both inspired by Algonquin Park, the subtle difference between Beaver Canoe and Roots reflects the complimentary yet distinct aspects of Canadian history – the canoe and the cabin, the camping trip and the cottage getaway.
“Roots and Beaver Canoe represent great quality and integrity in fabrication,” says Stephanie. “Beaver Canoe includes special pieces that are trimmed with leather or have different fastenings. However, similar to their history, they are collections that come from the same place but travel different yet parallel courses. Beaver Canoe compliments the Roots aesthetic and works within its line. You can easily pair a Beaver Canoe hoody with a Roots bag or a Roots shirt with a Beaver Canoe woven pant.”
In addition, the Beaver Canoe collection includes a developing line of accessories. Baseball and Waxed Field caps, bandanas, socks and daypacks will be introduced into select retail stores starting in April.
Due to the tremendous customer demand for Beaver Canoe products, Roots plans to continue developing its rustic luxury sub-brand. The commitment to a growing product line under the brand’s umbrella may one day lead to a revival in standalone Beaver Canoe stores. Michael says in the future he would love to see a return to canoe manufacturing, bringing Beaver Canoe back to its roots.
March 27, 2012
ROOTS AT HOME IN TAIWAN
New flagship store opens its doors in Taipei
With just a week to go before the Chinese New Year and a couple of days ahead of an important presidential election, the recent launch of the Roots flagship store in Taiwan took place at an auspicious moment in the life of the Asian country.
Located in downtown Taipei, the new Roots emporium is the 46th and largest store in Taiwan. Spread out over two levels, it covers more than 5,000 square feet and showcases the full Roots experience. Notably, the new location hosts Asia’s first Roots Home department and the second Roots Lodge Café.
“There’s something about Taiwan and its people that make it such fertile ground for Roots,” says Co-Founder Michael Budman, who attended the store’s official opening event. “The Taiwanese have great respect for nature and the environment, which surely contributes to why they've embraced the Roots culture so enthusiastically.”
In celebration of the Year of the Dragon, the event included a fashion show highlighting the newly-launched Roots Dragon Collection. Featuring a line of tees, polos, hoodies and sweats, the collection has received highly positive feedback from the Asian market.
Reflecting the popularity of the Roots brand in Taiwan, the launch attracted more than 100 journalists to the store along with Asian superstar Coco Lee, a celebrated singer and actress sometimes referred to as the Madonna of Asia.
In addition to the extensive press coverage of the event, Melinda McDonald, the VP of Wholesale and Business Development who has been to Asia several times for Roots, was featured prominently in Elle Taiwan at the Roots Lodge Café.
Having visited Taiwan twice in the last six months, Michael is proud of the company’s achievements there.
“The success of Roots in Taiwan says a lot about our brand and a lot about Canada,” he explains. “And what it says makes me incredibly proud of our team, our company, and our country.”
In another development in Taiwan, Roots is planning the launch of its first standalone kids store and a separate leather shop in Taipei at the end of March.
Since making its debut in Taiwan in 1996, Roots has become one of the country’s top international lifestyle brands. The new flagship store represents a culmination of what the company has been building there since its inception in Asia.
Meanwhile, in neighbouring China, the latest Roots store opened there a week after the Taipei launch. Covering just over 1,000 square feet, the new store is located in Chengdu, the capital city of Sechuan Province. With two other Roots stores in Chengdu and three in Shanghai, Roots now has six stores in China
MADE IN CANADA WITH LOVE
Toronto fashion bloggers enjoy a sneak peak of new leather
Over the past year, in appreciation of the growing influence of bloggers in today’s fashion world, Roots has reached out to involve their community. In late January, in the most recent initiative, the E-Commerce Deparment hosted an event for fashion bloggers, inviting the industry insiders to a private preview of the new Made With Love in Canada collection at Toronto’s Bloor Street store. The function gave the style mavens a chance to mingle with Roots staff, check out the new leather goods and, of course, shop a little.
“The fashion industry has really embraced the blogging community and it's important for us to build relationships with them,” says Tanja Zelko, Manager of Digital Marketing and Online Customer Experience for Roots. “By hosting these types of events, we can really connect with bloggers on a one-on-one basis and introduce our brand or, in some cases, re-introduce our brand. Many of these people live and breathe fashion, so by showcasing our new collections to them directly, it allows for the fashion bloggers to talk about our brand more authentically as they can picture how they'd wear the pieces, try them on and share those ideas and photos with their followers online.”
The event drew notable bloggers from across the city, including Gracie Carroll, Nelia Belkova of StyleBlog.ca, Jay Strut, and Rapcity host and 1 Love T.O. founder Tyrone “T-RexXx” Edwards. The fashion aficionados took advantage of the occasion to ask questions about Roots leather goods and the company’s design teams, and commended the new directions of the season.
“Valentine's Day is a favourite of mine, and I think it's great that Roots dedicated an entire collection to love,” says Gracie. “For a day dedicated to hearts, it’s nice to see the polka dot, one of this season's biggest trends, make an appearance.”
Fellow blogger Jay Strut was equally enthusiastic.
“I found the new collection astounding,” he says. “There’s such great variety and I found it progressively fashion forward and, as always, great quality. I can't wait to get my hands on a couple of amazing and specific pieces. I’m still oohing and ahhing over this collection.”
Last year, Roots began hosting functions to connect directly with the fashion community. It organized a casual networking event for Toronto’s bloggers and, a few months later, invited the writers to the leather factory for a tour. It’s initiatives like this that results in Roots being a company often acclaimed for its digital marketing strategies. Looking forward, the Web Department plans to continue building relationships with fashion bloggers by hosting events for them just before new collections launch.
• Stay up to date with the fashion bloggers: Jay Strut, JayStrut.com, @JayStrut; Gracie Carroll, GracieCarroll.com, @GracieCarroll; Nelia Belkova, StyleBlog.ca, @StyleBlog
SAFETY FIRST
Roots upholds commitment to philanthropy and friendship by supporting ThinkFirst Canada
Staying true to its tradition of charity and friendship, Roots recently teamed up with ThinkFirst Canada for an evening with skating champion Patrick Chan. Founded in 1992 by Dr. Charles Tator, a longtime friend of Roots, the national charitable organization brings awareness to brain and spinal cord injury prevention.
In late January, excitement filled the chilly air in both the skating rink and event space at Toronto’s Evergreen Brickworks. Figure skating and hockey superstars came together for a skating show with the goal of spreading ThinkFirst’s message. The organization, which has chapters across the country, uses educational programs to teach young people how to reduce sports-related brain and spinal cord injuries.
Hosted by comedian Mike Bullard, the ice extravaganza featured many of Canada’s skating and hockey stars, including Don Jackson, Olympic medalist; Cynthia Phaneuf, Canadian figure skating champion; Alexandra Paul and Mitchell Islam, Canadian figure skating junior champions; and former NHL players Brad May, Claude Lemieux, and Steve Thomas. During the show, opera star Robert Pilon serenaded the crowd of 300, which was followed by inspiring remarks from Dr. Tator.
A leading Toronto-based neurosurgeon who has had a major impact on spinal cord injury research, prevention and treatment, Dr. Tator has been a close friend of Roots Co-Founders Michael Budman and Don Green since well before the company began. Dr. Tator met Michael at Camp Tamakwa in 1956 during a summer which proved particularly significant.
“I met my wife that summer and we have been together for the past 52 years,” recalls Dr. Tator with a smile. “It’s also the summer I met Michael.”
With a shared love for Tamakwa, Algonquin Park and hockey, his friendship with Michael and Don blossomed over the years. While working in Algonquin Park in the summer of 1970, Michael discovered an ideal cottage for Dr. Tator and his family that they still enjoy to this day.
“My wife and I were probably the first couple to see the Roots Negative Heel shoe,” says Dr. Tator. “We were the focus group. Michael brought them over to the cottage one day and we thought these would never sell. Thankfully, we were wrong.”
When Dr. Tator started ThinkFirst Canada, Roots was one of the first companies to support the organization.
“Roots has done and continues to do so many good things for us,“ says Dr. Tator. “The ideas of playing sports safely and preventing injuries, especially for young people, resonated with Michael and Don. They’ve helped promote our concepts and have sponsored ThinkFirst from the beginning. They’ve been excellent friends and supporters.”
The event at Brickworks was a perfect opportunity for Roots to continue its commitment to both Dr. Tator and ThinkFirst. As one of the main sponsors, Roots contributed custom designed tuques made for the occasion.
“The tuques were sensational,” says Dr. Tator. “They’re so nicely done and it’s all due to the skill of Michael and Don. To have the name Roots on the tuques means so much to me because of the relationship I have with the company and co-founders.”
Raising more than $20,000, Roots was proud to demonstrate its ongoing support of ThinkFirst Canada and Dr. Tator.
• For more information about spinal and brain injury prevention and how to get involved with ThinkFirst Canada, go to www.thinkfirst.ca
STYLE FOR THE SLOPES
Roots showcases upcoming winter collection in Aspen
Now in its third year, the annual Aspen Fashion Week features noteworthy ski designs at high altitudes. Showcasing upcoming collections from outerwear, technical and après-ski designers, this four-day outdoor style fest is unique in the catwalk community. To the delight of all the Aspen ski bunnies, this was the first year that Roots presented upcoming winter apparel in the mid-March fashion show.
“I am so pleased we had the opportunity to increase our visibility in the community,” says Peggy McCaffergy, the Aspen store manager since 1996. “Fashion Week takes place during Spring Break, and our town is always bustling then. Participating in the event is going to be great exposure for Roots.”
The idea to take part in Aspen Fashion Week came to Roots Co-Founder Michael Budman while visiting the Rocky Mountain town during the festivities last year. Roots presented apparel alongside winter wear designers Dale of Norway, Fera Skiwear, Helly Hansen, Killy, Krimson Klover, Skea and Sport Obermeyer.
March 26, 2012
DONATIONS FOR THE GLOBAL SOUTH
Roots staff and friends collect extra stock to send overseas
Having often donated merchandise to large charitable organizations such as World Vision and the Canadian Red Cross in the past, Roots recently wanted to do something different this time around. Allocating 3,000 units of inventory for donation, the company created an opportunity to do something creative.
As part of a charitable initiative, the staff at the Orfus Road store in Toronto worked diligently to collect and organize surplus merchandise, which was then shipped to the Roots head office.
In mid-January, a team of 10 head office associates volunteered their lunch break to sort through the merchandise – which included children’s clothing, hats and other accessories – cutting off price tags and organizing them into boxes for various charitable donations.
Employees at the head office were encouraged to give the items to organizations and causes important to them.
“The goal was to do as many nice things as possible,” says Robin Nelson, Director of IT, who led the project. “It’s about doing something different and meaningful.”
Distribution channels that have received Roots items to date include The Deacon’s Cupboard, a food bank run by the St. Peter’s Anglican Church, and Out of the Cold, a shelter for the less fortunate, both of which are in Toronto. A community centre in Peterborough also received the items, as well as three local church groups that deliver charitable items to third world countries such as Guatemala and Cambodia.
A couple of head office employees are also taking some of the inventory with them on their Caribbean holidays, giving the items to those in need.
Meanwhile, in early February, a friend of Roots in the travel industry brought a suitcase full of hats to Africa and personally distributed them to children in cities in Tanzania, South Africa, Zimbabwe and Zambia.
With many boxes of children’s apparel and accessories left to give away, Roots welcomes suggestions for recipients in need. If you have an organization or cause in mind that would benefit from these donations, contact Robin Nelson at rnelson@roots.com.
CANADIAN TREASURES
Local band receives support from Roots
For members of The Treasures, working with an iconic Canadian brand such as Roots represents a much-appreciated opportunity to expand their audience. This innovative collaboration, which began last summer, has since proved to be a good omen for the band.
Recently, The Treasures signed with an independent Toronto-based label that chose the band as its first recording artist. In addition, the group secured a residency at the Drake Hotel in Toronto this winter performing live concerts every week in January.
Playing together since 2009, the all-Canadian band was featured in the Roots Connecting Canada campaign last summer, a marketing initiative that celebrated Canadian heritage.
“When Roots heard our music, they felt that it might be a good a match,” says the band’s drummer, Galen Pelley. “They approached us to ask if they could use a couple of our songs for their campaign. It was a good opportunity for us to get our music heard more widely.”
The promotional video for the Connecting Canada campaign featured three songs by The Treasures, (‘On My Own’, ‘Juice’, and ‘I Know You’).
At the core of the group is a strong bond of friendship. What initially began as an excuse to spend more time together eventually led to the genesis of this talented country-rock band. Inspired especially by such groups as The Flying Burrito Brothers, Wilco, and The Band, The Treasures bring an innovative bluegrass sound to the music scene.
Featuring band members Michael Poskanzer, 25, (acoustic/vocals), Duncan Davies, 24, (guitar/vocals), Galen Pelley, 24, (percussion), Liam Cohl, 25, (bass/vocals) and Mike Eckert, 25, (pedal steel guitar/dobro), The Treasures remain true to the traditional country-soul spirit and Americana-roots-infused rock.
When asked about the origin of their name, the band recalls what the word ‘treasure’ initially meant to them.
“We like the associations that it evokes,” says Michael. “Everyone has an individual treasure, it’s something the audience can relate to.”
During a Roots event last fall in connection with the 2011 Toronto International Film Festival, The Treasures played a live concert at the flagship store on Bloor Street where they entertained guests.
To show its appreciation for the Toronto-based band and their music, Roots gave each member a matching leather bag.
“We all grew up with the Roots brand as a household staple,” says band member Duncan. “It’s great to support and work with such a respected Canadian company.”
Galen, the band’s percussionist, praises Roots for its comfortable apparel and iconic sweatpants.
“When you’re not on stage wearing Western gear, and you’re in a van going to Montreal in minus 30 degree weather, Roots sweat pants are essential.”
The group hopes to continue its relationship with Roots as it prepares for the release of its debut album in the coming months.
The Treasures will be playing at the Dakota Tavern, a bar in Toronto, during Canadian Music Week in March.
• Visit www.thetreasures.ca for more information