When Roots cofounders Michael Budman and Don Green started the business, they never imagined their Toronto store would balloon into a business with hundreds of millions in global sales.
The line started with just one product called the Roots Negative Heel Shoe. It debuted on Aug. 15, 1973, and sold out in a month. The brand went on to become recognized for Roots signature leather jackets and bags, awards jacket, Beaver Athletic sweatshirt — which became a cultural phenomenon in 1985 — the Tuff Boot, and the Roots leather club chair. The brand also designed team apparel for Canada’s Olympic athletes from 1998 until 2004, and U.S Olympic competitors between 2002 and 2006.
“They even thought about selling waterbeds at first,” said Roach. “But they never imagined building a brand before brands were a thing.”Yet 50 years later, with milestone celebrations commencing on Tuesday — the influential lifestyle brand is embarking on its next chapter. That venture into the future will include the launch of Roots’ new Oxford tote, a vegan leather staple built to endure every bump and scrape and look better with age.
Working with Detroit-based Pensole Lewis College, Roots will relaunch its footwear line with the Sport Root, a new version of the wellness-driven ’70s original that features modern upgrades like customizable insoles and waterproof Italian leather. “When Roots began in the 1970s sustainability meant a different thing globally than it does today,” said Roach.
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