Extended sizes, sustainable and a gender-free
fit, the One Collection celebrates
individuality of style and a commitment to a better planet
TORONTO, Sept. 10, 2021 /PRNewswire/
- Roots ("Roots," "Roots Canada" or the "Company")
(TSX: ROOT) gets conscious with comfort. The Company's new
One Collection has transformed Roots longstanding brand commitment
to quality, comfort and integrity into a new fleece collection that
is a gender-free fit, offers an extended size range and uses
sustainable fibres to create the Company's most comfortable and
softest fleece to date. With an official launch date of
September 17, 2021, across all Roots
stores and online at roots.com, customers can sign up for an
advanced sneak peek and an opportunity to purchase their favourites
from the collection early by using the following link.
"One is not a one-time campaign or a single product line. It is
an evolution of our business," said Meghan
Roach, President and Chief Executive Officer, Roots.
"Informed by customer insights and a clear opportunity to create
meaningful change in the consumer shopping experience, we have
taken an important step in a long-term commitment to offering
extended sizes, gender-free fits, and sustainable materials. With a
focus on the individuality of style, we believe the possibilities
with One are endless."
Designed with a focus on fit, not size, Roots One Collection is
all about creating pieces that inspire inner confidence. With that
in mind, the Company reinvented its fit process and size standards.
Roots ran fit clinics with more than 50 people from both inside and
outside the Company. All participants tried on multiple sizes to
ensure consistency in fit and aesthetic across sizes. In addition,
Roots developed a new size chart for the collection. The sizes run
from one to eight, which corresponds to conventional women's sizing
of XS to 4XL and XXS to 3XL for men. This approach intentionally
creates a new shopping experience where customers focus on a fit
that expresses their personal style rather than being restricted by
labels. One is also available in kid and toddler sizes.
Consciously curated from 80% organic cotton and 20% recycled
fibres, One is arguably Roots most comfortable fleece to date. With
a classic combination of cool and warm seasonal hues to choose
from, the collection's colour pallet draws inspiration from Mother
Nature herself.
One goes beyond a single collection. It is a brand commitment
that extends across all aspects of Roots business, including
marketing, in-store merchandising and the online shopping
experience. Roots is also working to extend the principles of One
into many of its core collections, with an expectation of a broader
selection of extended sizes and gender-free fit options to land
in-store and online for the 2022 holiday shopping season.
The One marketing campaign features a vibrant and diverse cast
of all sizes, ethnicities and gender identities. Roots has also
worked to create a fit-focused and size-integrated shopping
experience in its stores and online. Across all Roots stores, One
will be merchandised together across the entire size run. In
addition, Roots store associates have participated in specific
customer-focused training as they will play an important role in
creating an in-store shopping experience that is reflective of what
One represents. Online, Roots is launching a specific gender-free
shopping destination and is increasingly working to showcase all of
its products on an even broader array of models and body types.
To complement the fleece collection, Roots is launching One
leather products, all of which are handcrafted in Canada from premium Italian leather, cut, and
sewn at the Company's Toronto Leather Factory, One Leather is made from vegetable tanned
leather, which uses a more natural development process that is
safer for and kinder to the planet. In addition, this leather grows
in character over time and develops a rich patina, giving each bag
a one-of-a-kind look.
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 designed for life's
everyday adventures, 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. We
operate more than 100 retail stores across Canada, two in the
United States and ship to more than 60 countries worldwide
via roots.com, our eCommerce platform. We also have more than 100
partner-operated stores and sell our products through leading
third-party retail sites in Asia.
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
is 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.
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SOURCE Roots Corporation
