Roots launches Shawn Mendes collection with pop-up experience
today Sep 4, 2019
Canadian outdoor lifestyle brand Roots is set to launch the second iteration of its limited-edition Roots x Shawn Mendes capsule collection on Wednesday, with the opening of a Toronto pop-up experience.
Designed in collaboration with the Toronto-born singer/songwriter, the nine-piece collection including t-shirts, hoodies, jackets and more, will launch with a fan experience steps away from Mendes' upcoming hometown stadium show.
Guests are invited to follow a flower-lined winding path – a type of immersive rose garden comprised of more than 10,000 fresh pink roses and complete with eight-foot tall sweeping rose beds - leading to a custom designed pop-up store to shop the collection.
"Given the amazing response to our first collaboration with Shawn, we are thrilled to be launching an even more extensive capsule collection and taking the partnership to the next level with a unique and immersive fan experience," said James Connell, chief e-commerce and customer experience officer, in a news statement.
"As a proud Canadian-born brand, and longstanding supporter of Canadian talent, it is great to see one of our own achieve such global success and to join in the celebration."
Roots, which was first established in 1973, has had a long-standing tradition of supporting arts and culture. It has previously teamed up with Canadian musicians including Daniel Caesar, Jessie Reyez, and K-os to name a few.
It launched its first capsule collection with Mendes in December.
"With the launch of my foundation earlier this week, my upcoming hometown show and now the release of my second collaboration with Roots - I'm so grateful to have the support of this iconic Canadian brand and being able to give back with them. I hope everyone loves these pieces as much as I do," added Mendes.
The pop-up installation will be open daily from Wednesday to Friday, September 6, the day of the concert, while the collection will be available internationally online, starting September 5.
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