Roots plays central role in Ottawa’s plans to mark Canada’s 150th birthday in 2017
The nation’s capital selects Roots to create special collection of apparel and leather goods as part of celebrations of historic year
TORONTO, January 28, 2016 – Ottawa Mayor Jim Watson today announced that his city had chosen Roots to be the Official Apparel and Leather Goods Retailer of Ottawa 2017, the capital’s extensive program for next year’s festivities.
Accompanied by Roots Co-Founder Michael Budman, Mayor Watson made the announcement at a media event at the brand’s Rideau Centre store where the two gave a preview of the custom-designed merchandise.
“We’re proud to have a highly respected, Canadian brand like Roots team up with us for Ottawa 2017 celebrations,” Mayor Watson told journalists. “Ottawa 2017 Roots gear will help promote Canada’s 150th anniversary across the country and will offer Canadians an opportunity to connect with the celebrations in a fashionable way and to show their pride.”
Roots is developing a custom product line for Ottawa 2017 that will be made primarily in Canada and sold in the company’s Canadian retail stores and online, starting this fall. It will include men’s, women’s and children’s apparel, headwear, leather goods, blankets and accessories.
“Over the years, Roots has demonstrated that it know how to make specialty collections that generate excitement,” Michael said to reporters. “We intend to show the same kind of care and creativity for this project that we’ve done in connection with other major events and organizations like the Olympics and the Toronto Blue Jays. Given that Canada has always been an inseparable part of Roots, we’re proud to celebrate the country’s 150th birthday in partnership with Ottawa 2017.
As part of the Roots involvement in this initiative, the brand will also outfit the hundreds of volunteers who will be donating their time to enhance the Ottawa 2017 experience for residents and visitors,
“The unique souvenir merchandise that will come as a result of the partnership between Ottawa 2017 and Roots will contribute to the identity and positive reputation of the nation’s capital in 2017 and create keepsake memorabilia for years to come,” says Guy Laflamme, Executive Director of the Ottawa 2017 Bureau.
A portion of proceeds from sales of Ottawa 2017 Roots products will be returned to Ottawa 2017 and be invested in enhanced programming for the celebration.
Roots has more than 240 retail stores in Canada, the United States and Asia, in addition to a successful ecommerce business. Employing more than 1,500 people in Canada, Roots also has a state-of-the-art factory and distribution centre in Toronto, both located near the company’s headquarters where all Roots products are designed.
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