In the fashion world, few brands can boast about becoming part of a country’s national DNA. But in Canada, Roots isn’t just a retail clothing chain. It is the embodiment of the wilderness spirit, a deep love for comfort, and a profound respect for true craftsmanship. Founded over half a century ago by two friends captivated by the beauty of Canadian forests, Roots is now a global brand. It seamlessly blends cozy cabin aesthetics with the dynamic energy of a modern metropolis, reports toronto1.one.
Summer Camp Beginnings: The American Roots of a Canadian Legend
It all started around a campfire, not in a boardroom. Founders Michael Budman and Don Green met as kids at Camp Tamakwa in Ontario’s Algonquin Park. Even though both hailed from Detroit, it was the Canadian outdoors that became their true happy place and source of inspiration.
Years passed, but their passion for the Canadian wilderness never faded. In 1972, they packed up and officially moved to Toronto. They didn’t have a formal background in fashion. What they did have was a vision: to create a brand that married the comfort of camping with big-city style. On August 15, 1973, the first Roots store opened its doors on Yonge Street in Toronto. The name was chosen for a reason. “Roots” symbolized a deep connection to the earth, our origins, and the unique history we all carry.
The Negative Heel Shoe: Where It All Began
Fun fact: that very first store didn’t sell a single hoodie or t-shirt. Their only product was footwear—specifically, the legendary Negative Heel Shoe. The design was entirely unconventional, featuring a heel that sat lower than the toes. The idea was to improve posture and mimic the feeling of walking barefoot on soft earth. Despite their quirky look, the first batch sold out in just two weeks. Waitlists for new pairs stretched on for months. It was their first step in building a retail empire.
Brand Philosophy: Comfort as a Way of Life
Roots built its identity on three core pillars: nature, community, and quality. The brand name itself is a constant reminder that everyone has roots—a personal history that makes us unique.
The beaver, Canada’s national animal, naturally became the company’s iconic logo. Beavers represent hard work, resourcefulness, and a drive to build a home for their community. These values became a guiding light for Budman and Green. They wanted to craft items that would last for years, eventually becoming woven into family memories.
Wearing Roots is all about “mutual understanding.” As they say at the company, people wearing Roots recognize each other with a subtle nod. It’s a community of folks who value authenticity and feel completely comfortable in their own skin.
Cult Classics: From “Salt & Pepper” to Varsity Jackets
Over the decades, Roots has introduced several products that have reached absolute cult status:
- Salt & Pepper Sweats. This is arguably the brand’s most famous lineup. A unique blend of yarns creates that instantly recognizable “salt and pepper” texture. Thanks to their incredible softness and durability, these hoodies and sweatpants have become the gold standard for loungewear and everyday style across Canada.
- Leather Goods. Leather has always been the beating heart of the brand. From the classic Village Bag to their footwear, these items share a distinct rustic charm that only gets better with age.
- Varsity Jackets. Since 1979, Roots leather jackets have been a major status symbol. The company has designed exclusive pieces for global superstars like Elton John (to commemorate his farewell tour) and Taylor Swift. They even crafted custom jackets for the Toronto Raptors when they became NBA Champions.
The Heart of the Brand: The Toronto Leather Factory
At a time when most global brands outsourced production to Asia to cut costs, Roots kept its pride and joy right at home: their very own leather factory in Toronto (on Caledonia Road). Here, generations of artisans continue to handcraft bags, jackets, and accessories.
CEO Meghan Roach notes that this factory represents a “heritage that many brands would die for.” The facility turns out up to 8,000 items a month. It’s a meticulous process where every piece of leather is carefully selected, hand-cut, and stitched together.
Karl Kowalewski, VP of Leather Product Development, knows this firsthand. His father, Jan, was a master shoemaker with the company from its earliest days. Karl emphasizes their fierce commitment to quality: “My dad taught us that there are no shortcuts when it comes to quality.” It’s exactly this mindset that ensures a Roots bag is often passed down from parents to their kids.
Taking the Global Stage and the Olympic Games
Partnerships with Olympic teams hold a special place in the brand’s history. From 1998 to 2004, Roots was the official outfitter for the Canadian Olympic team. The newsboy-style “Poor Boy” caps worn by athletes at the Nagano Winter Games became a massive cultural phenomenon. In just one year, they sold over 500,000 of those iconic hats.
The brand also went on to outfit Olympians from the US and Great Britain, pushing their footprint well beyond the Canadian border. Today, Roots operates over 100 corporate retail stores across Canada, two in the US, and more than 100 partner locations in Asia (boasting an especially strong presence in Taiwan and China). Meanwhile, their e-commerce platform ships iconic Canadian comfort to over 70 countries worldwide.
A New Era: Modernization and Modern Challenges
In 2015, founders Michael Budman and Don Green sold a majority stake to the investment firm Searchlight Capital Partners. This marked the beginning of a major brand transformation. By 2020, Meghan Roach stepped in as CEO. She was tasked with navigating the company through the pandemic and adapting the legacy brand for today’s modern consumer.
The current strategy for Roots hinges on several key shifts:
- Design Updates. Shoppers were asking for fewer oversized logos and a cleaner, more minimalist look. The company listened, launching lines with subtle branding and eco-friendly fabrics.
- Store Makeovers. Moving away from dark interiors that felt like hunting lodges, the newly revamped Roots spaces are brighter and highly contemporary, while still keeping their natural, woodsy vibe.
- Digital Transformation. Ramping up social media marketing and partnering with brand ambassadors has been crucial in catching the eye of a younger demographic.
- Sustainability. Roots actively partners with organizations like the Nature Conservancy of Canada (NCC). They are directly investing in protecting the very forests that originally inspired their founders.
The Reality of “Made in Canada”
Keeping manufacturing at home in Canada is getting tougher by the day. Meghan Roach is incredibly candid about the country’s shrinking supply chains. When local Canadian suppliers of hardware or trimmings close their doors, Roots is forced to pivot. Sometimes they look to Italy or France. Other times, they literally buy the machinery from former partners and train their own staff in-house, just to ensure they don’t lose that authentic manufacturing process.
Despite these hurdles, Roots remains fiercely loyal to its origins. Even facing the threat of international trade wars and heavy tariffs, the company continues to invest in Canadian craftsmanship. For them, it’s not just about heritage—it’s their ultimate competitive edge.
A Lasting Legacy
Roots is a rare example of a brand that managed to keep the soul of a small artisan workshop while growing into a publicly traded powerhouse. They aren’t just selling clothes; they’re selling a sense of belonging to something real.
Whether it’s a hand-stitched leather bag from Caledonia Road or a classic “Salt & Pepper” hoodie, every Roots piece carries a slice of the Canadian wilderness and a nod to that summer camp back in 1973. As the company motto goes, “Everyone has roots.” And Roots helps keep yours strong, whether you’re relaxing in a cozy cottage up north or navigating the hustle of a bustling downtown core.
Today, fifty years after its launch, Roots continues to look forward. The brand proves that quality, ethical practices, and a deep respect for your own history are trends that will simply never go out of style.