Media
The brand was noted in Naomi Klein's book No Logo, for its extensive branding: "There is a strong symmetry at work in this branding exercise. The Roots clothing line got its genesis in a place not unlike this one. Company founders Don Green and Michael Budman both went to summer camp in Algonquin Park, Ontario, and were so moved by their experience of active living in the Canadian outdoors that they designed a line of clothing to capture the very best of that feeling: comfortable walking shoes, cozy sweatshirts, Canadian Workman socks, and, of course, the beaver logo..."
And journalist Michael Posner wrote that "Roots is less a company than a summer camp." According to Klein, the company's retail outlets "with the help of wall-mounted canoe paddles and exposed beams, conjure not a chain store but...'summer-camp mess halls and cottages built by caring and callused hands.' Then came the homewear line, featuring blankets and pillows designed to look like oversized workmen's socks."
Roots Canada has also opened up its own Yoga studio in Toronto.
Roots was the official outfitter of clothing for members of the Canadian Olympic team from 1998 to 2004. The same line was sold at Roots stores in Canada. The Hudson's Bay Company became the new supplier, succeeding Roots.
Roots also clothed the United States (2002, 2004) and British Olympic (2002) teams.
In 2009 a Roots Leather Bag "The Satchel" was famously worn by the character Alan in the 2009 movie The Hangover leading to increased publicity of Roots leather bags.
Characters Matthew (Vincent Spano) and Brad Berman (Kevin Pollak) in the 1993 film Indian Summer are based on the company's founders, who attended Camp Tamakwa, the camp where the movie was filmed, in Ontario's Algonquin park.
Read more about this topic: Roots Canada
Famous quotes containing the word media:
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—Joshua Meyrowitz, U.S. educator, media critic. “The Blurring of Public and Private Behaviors,” No Sense of Place: The Impact of Electronic Media on Social Behavior, Oxford University Press (1985)
“Few white citizens are acquainted with blacks other than those projected by the media and the so—called educational system, which is nothing more than a system of rewards and punishments based upon one’s ability to pledge loyalty oaths to Anglo culture. The media and the “educational system” are the prime sources of racism in the United States.”
—Ishmael Reed (b. 1938)