Roots launches t-shirt collection for Beaver Day
Canadian outdoor lifestyle brand Roots has launched a limited-edition t-shirt collection that pays homage to its iconic logo and Canada’s most symbolic animal.
Marking 'International Beaver Day' on April 7, the collection features archival artwork from Canadian design trailblazer, Heather Cooper, using the Cooper Beaver, as well as other iconic Canadian wildlife.
Cooper, a famed Canadian artist and long-time friend of Roots, originally created the images of a beaver, grizzly bear and common loon for Roots in the 1980s.
For the exclusive collection, Roots has also teamed up with the Nature Conservancy of Canada (NCC) where all profits from the Canadian-made collection will be donated.
“As our logo for more than 45 years, the beaver plays an integral role in the Roots brand story,” explained Karen Zuccala, VP Marketing, Roots.
The collection also recognizes the important role that beavers play in the Canadian ecosystems, in line with International Beaver Day celebrations.
“The beaver is emblematic of qualities we admire, most importantly being community builders," added Zuccala. "We continue to work to do our part to make our communities a better place, and we are excited to partner with NCC on this initiative.”
The Roots x NCC Collection is available in select Roots stores across Canada, and at partner-operated stores in Taiwan and Hong Kong, as well as online. It is now available until Earth Day on April 22.
Roots announced its end of year results earlier this month, where it saw a net sales jump of 0.9 percent reaching $329 million. The Toronto-based company most recently opened a new store and website dedicated to the Hong Kong market through its retail operating partner in Asia.
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