All Profits from the Canadian-made,
Heather Cooper-designed, Limited
Edition Roots x NCC Collection Will Support the Protection of
Canadian Wildlife
TORONTO, April 4, 2019 /CNW/ - Roots ("Roots," "Roots
Canada") (TSX: ROOT), a premium outdoor lifestyle brand, is
celebrating International Beaver Day, April
7, launching a limited edition t-shirt collection with 100
per cent of the Canadian profits being donated to the Nature
Conservancy of Canada ("NCC").
Honouring Canada's most emblematic
animal and Roots beloved logo, the Cooper Beaver as well as other
iconic Canadian wildlife, the collection features archival artwork
from Canadian design trailblazer, Heather
Cooper.
International Beaver Day recognizes the important role that
beavers play in the Canadian ecosystems. Beaver ponds provide
habitat for wildlife, improve water quality and can help to reduce
the impacts of climate change. Once near extinction, the
beaver is now one of Canada's most
triumphant conservation success stories due to the introduction of
laws to conserve wildlife and the establishment of Canada's first protected areas, such as
Algonquin Provincial Park, the birthplace of Roots.
"As our logo for more than 45 years, the beaver plays an
integral role in the Roots brand story," said Karen Zuccala, VP Marketing, Roots. "The beaver
is emblematic of qualities we admire, most importantly being
community builders. 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. When seeking inspiration for the collection, we
looked no further than one of the artists behind our logo,
Heather Cooper."
Designed and made in Canada, the collection features images
of a beaver, grizzly bear and common loon, originally created for
Roots by Cooper in the 1980s. Starting on International Beaver Day,
April 7, until Earth Day,
April 22, the Roots x NCC
Collection will be available in select Roots stores across
Canada, online at
www.roots.com/NCC, as well as at Roots partner-operated stores in
Taiwan and Hong Kong, with profits being donated to the
Nature Conservancy of Canada to
help support wildlife habitat conservation.
"The beaver is a powerful success story highlighting that
conservation works, and our actions to protect wildlife today will
benefit Canada and Canadians in
the future," said Dan Kraus, Senior
Conservation Biologist, NCC. "Nature is an important part of our
national identity, and we're proud to be partnering with Roots to
conserve Canada's wildlife."
Famed Canadian artist and long-time friend of Roots, Cooper is a
nature-inspired artist, well-known for her intricate paintings of
the natural world. Recently featured in Greg Durrell's Design Canada, a documentary film celebrating the
golden era of Canadian graphic design, Cooper discusses the
inspiration behind, and the design process involved in, the Roots
logo. To watch, click here. The feature-length documentary film,
Design Canada, is available
to rent or purchase on iTunes.
About Roots
Established in 1973, Roots is a premium
outdoor lifestyle brand. We unite the best of cabin and city
through unmistakable style built with uncompromising comfort and
quality. We offer a broad range of products that embody a
comfortable cabin-meets-city style including: women's and men's
apparel, leather goods, footwear, accessories and kids, toddler and
baby apparel. Starting from a little cabin in Algonquin Park, Canada, Roots has grown to
become a global brand. As of February 2,
2019, we had 114 stores in Canada, seven in the
United States, 117 partner-operated stores in Taiwan, 37 partner-operated stores in
China, and a global eCommerce
platform. Roots Corporation is a Canadian corporation doing
business as "Roots" and "Roots Canada".
Forward-Looking Information
Certain information in
this press release contains forward-looking information. This
information is based on management's reasonable assumptions and
beliefs in light of the information currently available to us and
are made as of the date of this press release. Actual results and
the timing of events may differ materially from those anticipated
in the forward-looking information as a result of various factors.
Information regarding our expectations of future results,
performance, achievements, prospects or opportunities or the
markets in which we operate is forward-looking information.
Statements containing forward-looking information are not facts but
instead represent management's expectations, estimates and
projections regarding future events or circumstances. Many factors
could cause our actual results, level of activity, performance or
achievements or future events or developments to differ materially
from those expressed or implied by the forward-looking
statements.
See "Forward-Looking Information" and "Risk Factors" in the
Company's current Annual Information Form for a discussion of the
uncertainties, risks and assumptions associated with these
statements. Readers are urged to consider the uncertainties, risks
and assumptions carefully in evaluating the forward-looking
information and are cautioned not to place undue reliance on such
information. We have no intention and undertake no obligation to
update or revise any forward-looking statements, whether as a
result of new information, future events or otherwise, except as
required by applicable securities law.
SOURCE Roots Corporation