The Source • 1Issue 82 - April 2008

A window into the world of RootsRootsRootsRootsRoots Issue 82 • April 2008

GREENERTHANEVER

New “tree-tap” bagslatest innovation in

expanding lineof eco-friendly

products at Roots

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PublishersMICHAEL BUDMAN, DON GREEN

EditorROBERT SARNER

Editorial AssistantCARLY ANDERSON

InternKASI BRUNO

The Source is published every monthby Roots Canada Ltd. We welcomeletters from readers for publication.Please address all correspondence toThe Source, Letters to the Editor, RootsCanada, 1400 Castlefield Ave., Toronto,Ontario, M6B 4C4 or by email torsarner@roots.com Letters may beedited for length and clarity.

Each issue of The Source is alsoavailable, in an abridged version, on theRoots website at www.roots.com

DepartmentsFINE PRINT

GUESS WHO JUST DROPPED IN

GREAT MOMENTS IN RETAIL

MOMENTS THAT MATTER

GREEN TIPS

HEALTH TIPS

STAYING POWER

I N S I D EI N S I D EI N S I D EI N S I D EI N S I D EI S S U E 82I S S U E 82I S S U E 82I S S U E 82I S S U E 82

SPECIAL DELIVERYA selection of recent letters from the world of Roots

EXTRA! EXTRA!In keeping with our monthlypublishing schedule, the nextissue of The Source will appear atthe end of April.

• The Source wants to hear from you.Please send your letters to Robert Sarnerat rsarner@roots.com. Letters may beedited for length and clarity.

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DEPT. OF CLARIFICATION

- Please address any corrections, relevantupdates and revisions to rsarner@roots.com

In Issue 81 of The Source, the ‘Newand Noteworthy’ column featured anitem on the baby organics line entitled“It’s a jungle out there.” GraphicDesigner Ashley Allwood created theembellishments for the collection.

GREENER THAN EVERNew “tree-tap” bags are thelatest innovation in theexpanding line of eco-friendlyproducts at Roots

HAPPY ANNIVERSARYCHATELAINEPreeminent magazine com-memorated with namesake“IT” bag

ROOTS ACROSS KOREAContinued expansion of storesthroughout the country

LIGHTS OUT!Roots stores flick off for EarthHour

BIGGER, BETTER ANDGREENERRoots takes part in secondannual eco-friendly event

LONG ROAD OUT OF EDENVIPs on latest tour get Rootskeepsakes

THE WAY TO BEI have been a regular shopper atRoots in Vancouver and I wantto commend one of your em-ployees there in particular.Jacquie Thomas, [now Managerat West 4th, Kitsilano, BC] isalways very kind and helpful.She is to be congratulated forher outstanding performance andfor her excellent customerservice. She treats all customerswith the utmost respect, and is soprofessional and down to earthin her manner.

Jacquie and her staff make mefeel completely at home in theirstore. By the way, Jacquieguessed correctly the number ofRoots T-shirts that I accumulatedduring 2007. A total of 50 T-shirts no less and that doesn’tinclude the sweatpants andhoodies that I bought. Jacquie istruly special and one of the mostamazing individuals that I’veencountered during my 44 years.Betty JangVancouver, BC

A REASON TO RETURNI am sure that most people whowrite to you do it to complain.That’s certainly not the case inthis instance. One evening inearly March, I had occasion tobe in the Roots store in theScarborough Town Centre

(Toronto) with a friend topurchase some gifts for mygrandson’s birthday. We wereassisted by a nice young womanwhose name was Kyla Scott.

I went into the store becauseof your product line but I wouldreturn and strongly recommendthe place because of her. Shewas helpful, knowledgeable, andvery pleasant. She should be,you might say, but unfortunatelythat’s not always the case intoday’s retail world. Ladies andgentleman, Kyla is a keeper!Please pass this along to her.John McNeilToronto

VALUED SUPPORTDuring a recent weekend at ourstore, we experienced someproblems receiving authorizationfor certain credit card and debitcard purchases made by custom-ers. As you can imagine, this canmake for some challengingmoments.

Fortunately, we had thesupport and cooperation of theRoots retail accounting group inToronto. They could not havebeen more helpful. In particular,the work of Janice Blair, RetailStore Systems Analyst, wasexemplary.

When I asked Janice if therewas an easier, faster method of

obtaining verbal credit cardapproval, she suggested contact-ing our retail accounting rep. Iemailed Maria Caradonna withmy tale of woe and she sent therequest out to her team. We havea copy of the cyber conversationbetween the departments and,sure enough, they came up withalternative phone numbers. It wasexactly the type of assistance weneeded, and always appreciate assuch support makes our workeasier and more efficient.

Thank you to Janice and therest of the retail accounting groupat Head Office. You make agreat difference.Jamie QuinnManager, Roots 73Niagara Falls, Ontario

Continued on next page

GREENER THAN EVERNew “tree-tap” bags are the latest innovation in the expanding line

of eco-friendly products at Roots. By KASI BRUNO

As a part of its ongoingefforts at staying vital andrelevant in an increasingly

eco-centered market, Rootsoften makes room for innovativeand sustainable new productdevelopment. The recentlylaunched Roots Green assort-ment of apparel illustrates thisever-important hybrid of fashionand sustainability. The clothing,made of a blend of natural andorganic materials, is gaining amore prominent place in Rootsstores across Canada and in theUnited States. Underlining itsgrowing importance, the in-store“way-finding” system, includingfloor clings and displays, directscustomers to the Roots Greenproducts.

“Roots Green was launchedas a way to better highlight theorganic and sustainable items inour stores,” says StephanieHolden, Manager, GraphicDesign, who designed theprogram’s logo, labels andhangtags and created the con-cepts for the in-store signage.“The logo for Roots Green is agraphic sprouting plant. Itsymbolizes that we are plantinga seed for our future by creatingenvironmentally responsibleclothing. It’s a collection that isyoung and growing, similar tothe sprout.”

New designs and graphicsunder the eco-branding initiative

are introduced monthly. Whileorganic blends are a significantpart of the Roots commitment tocreate socially responsiblemerchandise, the brand is alwayslooking to go one step further asa pioneer in environmentalproduct development. To thatend, the Roots leather division isnow preparing to introduce ahighly original, new creation,which no other major label inNorth America is currentlyoffering shoppers.

This most recent expansion

involving Roots bags comes as aresult of a rekindled curiosity ina time-honoured South Americantradition called tree-tap. Theprocess, first developed and stillcarried out deep in the BrazilianAmazon region, involves theextraction of latex rubber fromtrees to create an interestingmaterial. Once harvested, therubber undergoes a heatingprocess to solidify the liquidlatex. This vulcanization proce-dure, which remains trulyorganic, is done prior to ship-ment. After the rubber is ex-tracted from the trees, it isplaced on a cotton canvasbacking and dried over asmoldering fire and under thehot, Brazilian sun. It is thisdrying process that effectivelygives the “wild leather” itsdistinctive texture and colour. Inaddition, the scent from thisorganic process still remains. Infact, the bag’s authenticity restsnot only in its rich South

American roots, but also in itsdistinct aroma.

“It’s incredible how whenyou hold a Roots bag with tree-tap rubber close to you, you canactually smell the rainforest,”says Karl Kowalewski, Rootsleather specialist who initiatedthis project after first discover-ing the material in the early1990s. “What’s most gratifyingfor us about this whole initiativeis that by integrating thismaterial into Roots products, weare supporting the tree tappers inBrazil whose work helps protecta massive area of the Amazonrainforest from being cut down.”

As the first major brandedretailer to offer tree-tap productsto the public, Roots is introduc-ing the new material to itsleather bag collection, specifi-cally two-toned and dualmaterial bags, which are grow-ing in popularity. For its part,Roots has taken this trend one

Available in May, the eco-friendly ‘wild leather’ tree-tap bags are created in some of the mostpopular and practical Roots designs: the laptop bag, tote and flat bag.

4 • The Source Issue 82- April 2008

Continued from previous page

step further, engineering an eco-friendly match made in heaven.

In addition to using thevulcanized latex, the new Rootsbags also incorporate vegetable-tanned leather into the designs.This revolutionary blend ofvegetable-tanned leather — themost sustainable tanning method— and tree-tap rubber, create afully ecologically sound bag.This tanning process, wherebypigment is created involving treebark, uses no chemicals. Through the combination ofvegetable-tanned leather andtree-tap material, Roots haseffectively engineered one-of-a-

The driving force behind the innovative tree-tap bags, Karl Kowalewski, (right), with his brother Henry. Both have played a seminal role inthe Roots leather program at the state-of-the-art factory in mid-town Toronto since the company’s inception in 1973.

kind bags that pay tribute to theenvironment through-and-through. The organic nature ofthe bag further manifests itselfthrough its natural aroma.

Due to the unique characterof the latex and its naturalcomposition, the bag breathesand matures even after produc-tion, slightly changing colourand texture. As such, a specialsolution (to be applied with aflannel cloth) is included withevery bag for those who want topreserve its original texture andtone. Alternatively, for thosewho like the look of an authenti-cally maturing accessory andwant the natural developingtones and textures of the mate-

rial — often referred to as “wildleather” — they can leave it asis. Witness and wear the naturalevolution of the latex turnedleather. Tree-tap wild rubbergives a distinct feel, sheen anddurability to a bag. Thanks tothese qualities, such productsbecome more beautiful with use.

Although initially ap-proached to use tree-tap extractin its products nearly 15 yearsago, Roots did not proceed withthe addition at the time due toimperfections in the vulcaniza-tion process as well as variousaesthetic hurdles. Fast-forwardto the 21st century, tree-tapproduction has matured and isnow easily commercialized. Notonly is this new innovationfashionable and functional, italso effectively contributes tosustainability in the Brazilianregion in which its materials areharvested.

Tree-tap creates a viablebusiness for the indigenouspopulation in the Amazon areaand its surroundings. Theestablishment of this micro-industry, utilizing the renewableresource the rubber extractedfrom the trees provides, helpsconserve more than two millionacres of rainforest. The trees’commercial utility discouragespeople from cutting them down,thus protecting this invaluableresource and local culture.

The Roots Green line gets close to nature with a comfortableblend of organic materials (including cotton, bamboo, hemp andsoy) fashioned into the cozy, stylish garments.

“By pairing the tree-tap withthe vegetable-tanned leather,Roots has made a bag that’s trulyenvironmental,” says Karl, oneof Canada’s top leather design-ers with 35 years of working atthe heart of Roots. “At firstglance, the bags do not look

much different from the rest ofthe leather collection. It’s whenpeople hear the incredible,international story of the tree-tapjourney, do they instantlyconnect with the bag.”

Roots plans to introduce thetree-tap bags in three differentstyles and the latest additions tothe anchor leather bag collectionwill be available in stores inMay. Customers can chose froma laptop bag, the popular flatbag, as well as the Valencia tote,whose tree tap counterpart willbe appropriately renamed theAmazon tote. - K. B.

Amazon Tote

The Source • 5Issue 82 - April 2008

HAPPY ANNIVERSARY CHATELAINENational women’s magazine commemorated with namesake “IT” bag

In early April, Chatelainemagazine will celebrate its80th anniversary in grand

style. A leader in the coverage ofwomen’s interests and issues, theCanadian magazine is beingfashionably immortalized in theform of its own custom-madeRoots leather handbag.

It is called the Chatelainebag and its design is inspired, inpart, by the acclaimed RootsBanff bag. Made from Italianfull grain leather, the material isprocessed at an eco-friendlyvegetable tannery. The glossyred licorice finish is graduallyshaded throughout the bag, for arichly darker appearance at thebottom.

Made at the state-of-the-artleather factory in mid-townToronto, the Chatelaine ($248)comes with a branded stamp of

the magazine’s logo on theinside and a matching redlicorice and silver accented heartcharm. Whip stitched handlesare long enough to sling over ashoulder or elegantly hang fromthe crook of an arm. The result isa youthful yet sophisticatedaccessory, perfect for everydaywear.

Created by the design teamof Karl Kowalewski, Directorof Leather, Diane Bald, LeadDesigner of RootsLeather and DenyseGreen, creator of theRoots Yoga line, adsfor the bag will befeatured inChatelaine from themonths of Maythrough to July.Roots will also be thenational sponsor of

the anniversary gala evening atthe Windsor Arms Hotel inToronto in early April. Anexclusive shopping event at theBloor Street flagship store is inthe works as well.

Launched in 1928 and basedin Toronto, Chatelaine publishesseparate editions in English andFrench every month. It reportson areas of concern to women,including current affairs, food,health, fashion and home.

ROOTS ACROSS KOREAContinued expansion of stores throughout the country

The past several monthshave seen a whirlwind ofconstruction, grand

openings and celebrations asRoots enhances its presence inSouth Korea, with storesspreading ever further south ofthe capital city, Seoul.

Adding to the three flagshiplocations already in place(whose openings were coveredby The Source last year), sixsites within department stores

will have launched throughoutthe country by the end of March.Two more are slated to open inlate April.

Staying true to the qualityand values of Roots, eco-friendly features have beenincorporated into the storedesigns with bamboo flooringand natural fixtures. The use ofcanoes and the beaver icon lenda distinctly Canadian feel, evenoverseas.

Meanwhile, last month, inother recent Korea-relateddevelopments, the March issueof Korean Cosmopolitanmagazine featured an impres-sive fashion spread, On theStreet, Watch Out!, (right),showcasing the latest in-storecollection of Roots in the formof paparazzi snapshots. Formore information and to viewthe complete editorial shoot,visit www.rootskorea.kr.

Inside the Roots store at the Samsung Plaza BundangCheonan Yawoori

6 • The Source Issue 82- April 2008

Saluting those who gothe distance

Recently,many

Rootsemployeesmarkedmajoranniversaries of their time atthe company. By ‘major,’ wemean benchmark achieve-ments as in 5, 10, 15, 20, 25and 30 years spent at Roots.

We invite anyone cel-ebrating such an anniversaryto send the relevant informa-tion to The Source.

Congratulations to thefollowing employees for theirsignificant contributions andenduring loyalty to Roots:

• Isabel Avila, Leather TableWork, Leather Factory, Toronto,10 years• Dorota Krol, Leather Produc-tion Administrator, LeatherFactory, Toronto, 10 years• Lina Osorio, Leather Stitcher,Leather Factory, Toronto, 10years• Madalena Ramos, LeatherStitcher, Leather Factory,Toronto, 10 years• Maria Simoes, LeatherStitcher, Leather Factory,Toronto, 10 years• Laura Hanna, Store Manager,Spring Garden Place, Halifax,NS, 5 years

STAYING POWER

• Please send us details of similar good newsand we’ll be happy to publish it in The Source(email: rsarner@roots.com)

MOMENTSTHAT MATTERBig developments inthe life of Roots staff

• Jennifer Sage, Translator,Head Office wed SamiranDwivedi on February 11 inCalcutta, India.

Hearty congratulations toJennifer and Samiran for thisgreat moment in their lives.

LIGHTS OUT!Roots stores flick off for Earth Hour

The ambience was notice-ably darker for customersout shopping on the

evening of Saturday, March 29— with good reason. To show itssupport for the fight againstglobal warming, 19 Roots storesacross Canada turned off theirlights for one hour between 8 pmand 9 pm, as part of the interna-tional climate change initiativeEarth Hour.

In accordance with its longestablished concern for theenvironment, Roots joinedhundreds of individuals, busi-nesses and cities around theworld to make a statement.

Wherever technically possible,all store lights were turned off.For certain stores, due to leaseagreements in shopping malls(that don’t allow tenants to turnoff all lights and close early), allnon-essential lighting was turnedoff instead, in order to partici-

pate in a more symbolic manner. The environmental aware-

ness initiative run by the WorldWildlife Fund aims to conveythe message that individualaction on a mass scale canchange our planet for the better,especially when it comes to theenvironment. Inspired bySydney, Australia’s Earth Hourefforts in 2007, this year, majorglobal cities such as Copenha-gen, Chicago, Brisbane, Tel Avivand Toronto came together toswitch off. Canada proudly ledall countries in participants. Formore information about EarthHour, go to www.earthhour.org.

LONG ROAD OUT OF EDENVIPs on latest album tour get Roots keepsakes

In late March, seminal rockband The Eagles launched aworld tour in support of their

latest CD release, The LongRoad Out of Eden. In honour oftheir first album of new materialsince 1979, Roots is supplyingleather mementos to VIP ticketholders on the UK leg of theconcert tour.

Premium concert ticketprovider I Love All Accessordered more than 800 redleather book covers and 2,600matching luggage tags embossedwith the band’s logo and tour

name for special fans. Depend-ing on the ticket packagepurchased, concert-goers areeligible for a combination of thegifts, custom-made at the Rootsleather factory in Toronto.

The order wasfacilitated by MelindaMcDonald, Vice-President of Whole-sale and BusinessDevelopment, andcoordinated with theRoots leather factoryby David Jackson,Account Manager in the Busi-

ness-to-Business Depart-ment.

Formed in Los Angeles,The Eagles are among themost successful recordingartists of the 1970s, withsix number one albums

and five Grammy Awards.

The Eagles

BIGGER, BETTER AND GREENERRoots takes part in second annual eco-friendly event

For three days in late April, theDirect Energy Centre atExhibition Place in downtown

Toronto will be transformed into amecca of environmentalism with a

highly visible presence once againfrom Roots.

A consumer exhibition dedicatedto all things green, and growing withpopularity, the second annual GreenLiving Show will be double the sizeof last year’s inaugural event. Morethan 300 eco-friendly vendors willbe on hand to offer the latest in avariety of products and“greenovations” for use in everydaylife.

This year, the Roots booth willinform the public about the steps thecompany is taking in support of theenvironment, which includesshowcasing the newest designs fromthe organic Roots Green line (whichincorporates sustainable fabrics

such as bamboo, hemp and soy) aswell as yoga active wear. A yogastage will be set up convenientlynearby, offering live demonstra-tions and mats for visitors toparticipate in mini-classes.

Presented by Green LivingEnterprises, this year’s event willfeature various experts in the fieldsof energy, building, health, fashionand tourism to enlighten andentertain visitors. Noted guestspeakers include former USPresident Bill Clinton, theWaterkeeper Alliance’s Robert F.Kennedy Jr., actor Ed BegleyJr., and French explorer andenvironmentalist Jean-MichelCousteau.

The Source • 7Issue 82 - April 2008

BEST OF

2 0 0 7FINE PRINT

HerearesomerecentsightingsofRoots

in the pages of newspapersand magazines:

- Compiled by Carmela Ledo

A selection of coverageof Roots in the media

LENDING STYLE TO LEATHERHEADSRoots provides gift apparel for new George Clooney production

Cast and crew of theupcoming filmLeatherheads and lucky

members of the internationalpress now have a fashionableCanadian memento to cel-ebrate the release of UniversalPictures’ latest big-namesports comedy.

More than 1,000 long-sleeved fleece henley shirts inmidnight blue and black,embossed with the movie’slogo, were commissioned bythe studio to be custom-madeby Roots. The order wascoordinated by WendyGoodman, Los Angeles-based

Roots representative andexecuted in Toronto by MaryJane Saliba, Senior ProductCoordinator in the Business-to-Business Department atHead Office.

Starring George Clooney,Renee Zellweger and TheOffice’s John Krasinski,

Leatherheads is a romanticcomedy set in the world of1920s football. A strait-lacedcollege sensation (Krasinski) isdrafted to a professional team,only to watch his new coachfall for his fiancee. The periodpiece, directed by Clooney, isto be released in early April.Cast of Leatherheads

• Canadian Living, April issue.Roots Green Eco-Handbagsfeatured in the ‘Trend Watch:Reusable Bags’ section. Also,mentions the Roots EnvelopeClutch.

• Glow, April. Roots two-toneEnvelope Clutch is featured inthe Quiet Riot fashion shootsection.

• Style, March. Article mentionsRoots sweats for L’OrealFashion Week Spring 2008.

• National Post, March 22.Article features Roots leatherfactory in Toronto as a Cana-dian company still manufactur-ing products locally. MichaelBudman is quoted.

• The Calgary Herald, Mar. 14.Roots Envelope Clutchfeatured in the ‘Double-Bag It’section.

• Now, March 12. Roots nowcarries a leather version ofConverse’s celebrated JackPurcell shoe, featured in the‘Life & Style’ section.

• Globe and Mail, March 1.Roots Milano leather bagfeatured in the ‘All the spring’smen’ section.

• The Jewish Magazine,March. Roots Village Pack isfeatured in a Travel ProductGuide section.

With its grand opening in late March, the newly renovated space at Yorkdale Shopping Centre in Toronto wastransformed into a concept store of boutique-style shops. Using eco-friendly sustainable building materialsthroughout and with new Store Manager Jennifer Ferreira at the helm, the resized store is getting positive reviews.

YORKDALE GETS CONNECTEDInteractive technology hits newly renovated store

Shopping at Roots is gettingeasier and easier. Thetransformation of Toron-

to’s Yorkdale Shopping Centreflagship location into a sleek,eco-friendly showroom in lateMarch was further enhanced bythe new computer kiosk projectrecently introduced in-store.

Director of InformationTechnology Robin Nelson andher team, along with Director ofE-Commerce, Digital Marketingand New Media James Connell,created an interactive kioskgiving customers access to

browse and buy on theRoots.com web site. The projectwas coordinated with Director ofVisual Planning and StoreDevelopment PaulineLandriault.

This new innovation allowsthe store to show a wider rangeof products, which they mightnot ordinarily carry, therebyincreasing their ‘bricks-and-mortar’ presence. The onlinevideo option is helpful inhighlighting special productlines and can be used to conveyimportant themes and product

knowledge to staff as well ascustomers (as seen in the recentRoots School of Leather video).

Teaming up with digitalsignage company AdflowNetworks, the kiosks give Rootsthe opportunity to betterunderstand their customersthrough surveys, contests,feedback and consumer behav-iour monitoring.

Possible future plans on thehorizon include motion sensormarketing with media content toeducate and entertain shop-pers about Roots promotions.

• Gardening Life, April/May.Roots women’s organic LoveBirds T-shirt and tree-taprubber tote bag.

• Vancouver’s Lifestyle,Spring. Roots ‘I’m a Green Bag’tote is featured in a rating ofvarious eco-chic and friendlybags.

• Canadian Family, April.Roots Envelope Clutch in grassfeatured in the ‘What a girlwants’ section. The editor callsit the “new favourite eveningbag.”

8 • The Source Issue 82- April 2008

New appointments andpromotions at Roots

ON THE MOVE

GREAT MOMENTSIN RETAILSpotlighting the topperforming storesin February

As this issue of The Sourcewent to press, the final sales

figures for stores in March werenot yet in but we’re delighted toreport the performance of moststores in February was to beapplauded.

Topping the pack in terms ofcompany stores was the St. VitalCentre in Winnipeg, Manitobathat captured the latest Store ofthe Month honours, beating itssales target by 194%.

As for the Roots 73/Outletcategory, the Sunnyside Outletstore in Bedford, Nova Scotiatook first place with a score of474% over its sales budget.

Congratulations to JosephMeissner, Manager of the St.Vital store and Malcolm Leach,Acting Store Manager of theSunnyside Outlet along withtheir respective teams for theirwinning performances.

Likewise, hats off also to allthe other stores that met orsurpassed their goals in Febru-ary.

• Daniel Allen appointed toSenior Designer, Men’s wearDepartment, Head Office• Allyson Lewis appointed toSenior Designer, Women’swear Department, HeadOffice• Alex Patalas promoted toKeyholder, Robson St.,Vancouver, BC• Jessika Rahmberg pro-moted to Keyholder, RobsonSt., Vancouver, BC

GUESS WHO JUST DROPPED INTaking attendance of special guests at Roots stores

Celebrities have long madea point of shopping atRoots. Here are the latest

sightings of prominentfigures in the world ofentertainment andsports who visitedRoots stores recently:• Catarqui TownSquare, Kingston,ON – Starring as“Troy” in the DisneyOn Ice’s High SchoolMusical production,

JordanBrauningervisited thestore,purchasingsomemen’s tees.• RideauCentre,

Ottawa, ON – Intown for the Cana-dian Idol auditions,

host of thereality-singingprogramBenMulroneyshopped atthe store, picking up twobaseball caps to replacethe worn-in Roots hat hewas wearing.

• Prince GeorgePine Centre,Prince George,BC – Up-and-coming Brazilianmodel IsabellaDeCarli droppedby, picking upgreen cropped

ladies sweatpants.• Beverly Hills, California- The original Daisy Dukefrom TV’s The Dukes ofHazzard, Catherine Bachshopped at the store.– Strikerfor theLosAngeles

Galaxy,EdsonBuddlestocked up on

merchandise.- Star ofAmerican Pieand SCTValum, EugeneLevy droppedby the store,picking upsomeT-shirts.Jordan Brauninger

Ben Mulroney

Isabella DeCarli

Edson Buddle

Eugene Levy

Catherine Bach

Sunnyside Outlet on top again

YOURS TO DISCOVERNew provincial campaign enhanced by Roots

Ontario as a tourist destina-tion has been in thespotlight recently with a

series of commercials featuringsuccessful singers from theprovince (among those MollyJohnson, Keshia Chante, ToyaAlexis) alongside eye-catchingmontages of bustling cityscapesand scenic countrysides. As afollow up initiative to the acclaimedcampaign, Ontario Tourism isgetting in touch with its roots

for the new summer program.More than 2,500 Roots

backpacks and several leatherjackets were commissioned to begiven away as prizes at more than40 events during the comingmonths at Yonge and DundasSquare in downtown Toronto.Sponsored by YTV, the kid-friendlyactivities will promote goodhealth and an active lifestyle foryouth and will put Roots at the topof people’s minds in time for the

back-to-school season.“Ontario Tourism Marketing

Partnership is delighted to partnerwith Roots,” says Mara Pezzutto,Senior Manager, US Marketing.“We feel it’s a perfect matchbetween Ontario as a premierdestination and Roots, a Cana-dian brand icon.”

The order was facilitated byLadi Popoola, Account Managerin the Business-to-BusinessDepartment.

The Ontario tourism marketing campaign features scenic views of Quetico Provincial Park near Thunder Bay(left) and the winter fun offered at Mount St. Louis Moonstone near Barrie as postcards. This summer’scampaign, with the help of Roots, focuses on getting kids active with fun, physical events.

The Source • 9Issue 82 - April 2008

A U G U S T THE ROOTS TOP 10A guide to the sounds ofRoots for April

- Compiled by Davin Bujalski

MUSICAL ROOTSThis month, we spotlight Bryan Adams

CHEF’S CORNER

1. Any Other Day, WyclefJean featuring Norah Jones2. Go Back To Your Woods,Robbie Robertson3. Like You’ll Never See MeAgain, Alicia Keys4. Chest Fever, The Band5. Everything I Do (I DoFor You), Bryan Adams6. Lively Up Yourself, BobMarley & The Wailers(Bombay Dub Mix)7. Touch My Body, MariahCarey8. Strength, Courage,Wisdom, India Arie9. Something Big, BurtBacharach10. Keep That Same OldFeeling, The Crusaders

It’s not only due to hismany internationalconcert tours that singer/

songwriter Bryan Adams hasseen so much of the world.Born in Kingston, Ontario,he spent his youth in severalcountries as his father was adiplomat and served in theCanadian Forces. Longbefore he made a name forhimself in the music field,Adams lived in Israel,England, Portugal, Franceand Austria. Today, he’sbased in London, England.

Early on, he developed apassion for music. He wastaken to Vancouver by hismother at the age of 14 andwas soon performing in night-clubs with bands such as Shockand Sweeney Todd. In 1978,when he was 18, he sent some ofhis demo recordings he hadmade with songwriter JimVallance to A&M records inToronto and was quickly signedfor a whopping $1.

Since then, Adams hasreleased 14 albums, sellingmillions worldwide. He has won18 Juno Awards, along with twoGrammy Awards in 1992 and2008. He was inducted intoCanada’s Walk of Fame in 1998and more recently into Canada’s

Music Hall of Fame in 2006.Adams has also received theOrder Of Canada and the Orderof British Columbia.

During a ten-year periodstarting in the mid-1980s,Adams was one of the mostsuccessful rock singers in theworld. His popularity washelped by his blue-collar image– in concert, he usually woreblue jeans, sneakers and a whiteT-shirt – which mirrored hisstraightforward rock n’ roll styleand the hard-working values ofhis lyrics. The partnership withJim Vallance led to heart

wrenching songs of lovefound, love lost andloneliness, all sung withhis distinctive raspy voice.

With major hits like“Lonely Nights,” “CutsLike A Knife,” “Run ToYou,” “Summer Of ‘69,”and “Everything I Do (IDo For You),” Adamsbecame a musical icon. Hetoured extensively, sellingout large stadiums, gainingnew fans everywhere.Many of his songs werefeatured in some of thebiggest blockbustermovies of the 1980s and‘90s. He continues to scoremusic for film and televi-

sion to this day.In addition to his musical

achievements, Adams has beeninvolved in many humanitarianinitiatives, playing a major roleat historic concert events such asLive Aid, Rock For WorldPeace, Amnesty International,and at concerts celebratingvarious causes including the fallof the Berlin Wall and NelsonMandela’s 70th birthday.

Adams is also an accom-plished photographer. His workhas been featured in majorpublications and books that haveraised funds for organizations

such as the Canadian BreastCancer Foundation and theCanadian Cancer Society. Hisphotos have been published inmany international magazinesincluding Vanity Fair, Esquireand Harper’s Bazaar.

His recently released albumentitled 11 is available now instores and online. Listen toRoots Radio to hear hismusic. - Davin Bujalski- To find out more about BryanAdams, visit http://www.bryanadams.com/

Roots-friendly recipes to bring pleasure to your palette

This month, we’re introducinga new feature in The Source.

As part of the Roots accent onwellness and health, we willpresent a recipe for a healthydish in each issue.

Resident food maven AnneTheriault will be providing thelist of ingredients and instruc-tions to help you concoctmemorable things in thekitchen. Anne, who works bothin the Customer ServiceDepartment at Head Office andat the Queen Street store inToronto, welcomes your

comments and suggestions.For this inaugural Chef’s

Corner, we present the recipe formaking spicy lentil soup.

INGREDIENTS2 tablespoons olive oil1/2 teaspoon cumin seed

1 medium onion, chopped2 large garlic cloves, finelyminced2 medium carrots, coarselychopped2 stalks celery, coarselychopped1 teaspoon chili powder1/2 teaspoon turmeric1 teaspoon ground coriander6 ounces red lentils, washed5 cups vegetable broth1 bay leafSalt and freshly ground pepperto taste

INSTRUCTIONS

1. Heat the oil in a large - Anne Theriault

Lentil Soup

saucepan over medium heat.Add cumin seeds, and whenthey begin to pop, add theonion and cook until golden.

2. Stir in the garlic, carrots, andcelery, and cook gently for 10minutes. Add the remainingspices and cook 1 minute, thenadd the lentils.

3. Pour in the broth. Add thebay leaf and bring to a boil.Reduce the heat and simmerfor one hour.

4. Remove the bay leaf andserve with bread and a sidesalad.

10 • The Source Issue 82- April 2008

GREEN TIP #47Easy ways to help theenvironment

STARTING LINEUPIntroducing the people who make it happen at Roots stores

SPEAK TO MY AGENTThe littlest customers show their Roots

Regular readers of TheSource know that lastyear, we launched this

special feature to showcasephotos of children wearingRoots. It grew out of the factthat we often receive unsolic-ited photos from customers whowant to share with us picturesof their children, cousins,

Easy ways to stay healthyHEALTH TIP #44

nieces, nephews, grandchildren,or even pets wearing Roots.They often ask if they could beused in a future advertisingcampaign for the brand. Wecan’t promise that but we arehappy to publish them in TheSource.

Everyone is welcome tosubmit their favourite shots to

The Source to be consideredfor publication. Please sendyour pictures tophotogallery@roots.com.

Be sure to include the nameand age of each child or pet inthe photo, where it was takenand a sentence stating that youagree for the photos to be usedin The Source.

Alexander Spears, Shelburne, NS

As part of our continuing series of team pictures of all the stores in the Roots retail family, this issue of TheSource is shining the spotlight on the Orfus Road Outlet store in Toronto, ON. Front Row - (l to r): Ameljeta

Ganjola, Nikitta Pasram, Cherisse Crooks, Elise Anque, Evelyne Okiror, Maria DaSousa, Renato Di Carmine,Eadyn Asamoah, Helen Couto, Ronald Smith, Rohan Laing. Back Row - (l to r): Cristina Granados, NakeittaBowen-Moore, Rushaine Rosewest, Carla Alegre, Karen Godomar, Lovett Patti, Christina Dao, ZherdainPowell, Jessica Meireis. Photo taken by Andy O’Neill, Store Manager.

GOING WITH THE FLOW: Asoothing bath definitely has itsplace in our busy lives, but formost wash-ups, take a shower.A five-minute shower uses fourlitres of water, whereas a bathrequires about 75 litres to fill up.

Check that your showerheadis a low-flow model; they releasewater at about nine litres perminute. Don’t worry — thatdoesn’t mean an end to goodwater pressure. In fact, manynew showerheads increase theforce of the spray by directingthe water more efficiently.Installing a new showerheadtakes just a few minutes, but thesavings go on and on. A familyof four, taking five-minuteshowers with a low-flowshowerhead, can save about$250 a year on water bills. Whileyou’re at it, go low-flow on all thetaps in your house, especiallythe shower.

OPEN SESAME! PASSWORDTO A TREASURE...OF HEALTH:The most common oil consumedby Chinese centenarians,sesame oil is enjoyed for itsrefined, nutty flavor but pos-sesses therapeutic properties aswell. Chinese medicine listssesame as a kidney and livertonic, a blood builder, and abowel protector and regulator.

Sesame is rich in phyticacid, an antioxidant that mayprevent cancer. The oil of onevariety, lignan sesamin, wasfound to drastically reducecholesterol levels in the liver andbloodstream of rats. To enhanceflavors and improve health,sprinkle sesame seeds and oil inyour food regularly.- Source: Secrets of Longevity,by Dr. Maoshing Ni

Hudson, age 2 , Winnipeg, MB

The Source • 11Issue 82 - April 2008

NEW & NOTEWORTHYA guide to just-launched Roots products

WELCOME TO THE GOOD LIFESpring into summer with elegant new timepieces

This season, live in the lapof luxury with the new

Good Life Collection fromRoots and Cosmoda. Usinga classic colour palette ofblack and white contrastsand accented with stainlesssteel and leather, the line ofhigh-end watches provides asleek and sophisticated lookfor spring.

For women, the RootsPortofino is a stylishly athletic

stainless steelwatch withgenuine ceramiclinks androtating bezel.Available inwhite or black,the analogtimepiececompliments the

casual athletic gearfor the season.

Retail price:$165

The RootsSantorini featuresa geometric designwith a casual,hand-made feel.The wide leather

band adds a touch of sophistica-tion with its intricate andfeminine mesh-inspired pattern.Available in black or white, theSantorini is a practicalwatch and fashionablebracelet all in one.

Retail price: $115For the man on the

go, the Roots Longitudemakes sure you get therein style. The athletic-inspired silhouette

features a carbon fibredial on the distinc-tively oversizedcrown. Other usefulfunctions includeluminous hands andmarkers in addition tochronograph and datefunctions. The lavishtimepiece is availablein three different bands: leather,stainless steel and a smokePVD-coated strap (a thin filmthat prolongs the performance of

items).Retail price: $150-

$195The Roots Cata-

maran is a bold,oversized design thatmakes a strong, stylishstatement on any man’swrist. Featuring

chronograph and datefunctions, the multi-utilitydial comes in a choice ofblack or white.

Retail price: $195The Roots Meridian is

the perfect watch for thetrend-setting man. With asleek crystal faceted dial andluminous hands and face,

the stainless steel timepiece isavailable in black or silver.

Retail price: $140With the streamlined designs

and lavish detailing of the GoodLife Collection,all eyes will be onthis luxuriousspring wrist wear.For more informa-tion on Rootstimepieces visit:www.watchroots.com.

Catamaran

Longitude Meridian

Santorini

Portofino

SUMMER OF LOVEColourful new tees celebrate the season

During warm weather, the T-shirt isa staple for comfortable everyday

wear. With this in mind,Merchandise Manager ofBaby and Kids MarisaBattaglia and SeniorDesigner of Babies ElsaDeSouza have created adiverse line of tees instores now, fit to last duringthe long days of summerand beyond.

For babies, the bright,eco-friendly collection ismade completely out of 100%organic cotton jersey. The graphics,illustrating the free-spirited nature ofthe designs, were created by AshleyAllwood, Graphic Designer.

The Daniel Stripey SS Tee forboys is cozy, soft and machine-washable. The striped shirt withribbed neck features the Roots logoand classic beaver icon emblazonedon the chest. Available in sunrise

yellow, athleticblue andpumpkin.

Sizes: S-5T;Retail price:$14.95

For girls, theWater ColourBeaver SS Tee is

a subtle way to take part in theSummer of Love themecurrently sweeping stores.The beaver crest is colouredwith a delicate wash of arainbow of hues for a tie-dyed effect. Available incoral sunset and white.

Sizes: S-5T; Retail price:$14.95

The Hippy Dippy SSTee features sweet ‘60s-inspired graphics on abackground of

bright colours. The pro-peace sentiments areavailable in light grey mix,paradiso mix and sunriseyellow mix.

Sizes: S-5T; Retail:$14.95

For kids, thecollection was inspiredby the adult line for Spring/Summer08, with graphics created by Ashley

Allwood,GraphicDesignerand TracyKlem,GraphicArtist.

The girls’Summer of

Love Tee takes familiar aspects ofthis season’s designs and givesthem a slightly more grown-up feel,as seen in the longer, slimmer fit ofthe shirts. Retaining a youthful vibeare the graphics, which again feature

the Roots logo andbeaver icon in a tie-dyed water colourwash and pro-peacesentiments. Availablein sugar coral, sunriseyellow and blue mist,the shirts are a blendof 90/10 organic cottonjersey.

Sizes: S-XL; Retail price: $18.95For a bolder take on the trend,

the Tie Dyed SS Tee is a fun andyouthful option. The 100% cottonjersey shirtwith crewneckproclaims,“Peace, Love+ Roots” andis perfect for

a day in the sunshine. Available insugar coral and blue mist.

Sizes: S-XL; Retail price: $19.95For boys, the Cooper Roots

Ringer Tee is a classic design thatcan make the transition from oneseason to the next. The 90/10organic cotton jersey shirt has ribbedarm and neck holes in contrastingshades with a weathered beaverlogo on the chest for a cozy worn-in

feel. Available in cloud, vintage whiteand after dark.

Sizes: S-XL; Retail price: $18.95The Roots SS Pick Stitch Tee,

made of 90/10 organic cotton jersey,is a sporty option guaranteed to helpyou get outside and be active. Theathletic-inspired graphics also paytribute to the vintage sportswear

theme for spring.Available in Indianteal, Englishmustard andbleached red.

Sizes: S-XL;Retail price: $17.95

Daniel Stripey Tee

Water ColourBeaver Tee Hippy Dippy Tee

Summer of Love Tee

Tie Dyed Tee

Roots Ringer Tee

Roots Pick Stitch Tee

12 • The Source Issue 82- April 2008