Roots Canada, formally known as Roots Corporation, is one of Canada’s most iconic lifestyle and retail brands. Founded in 1973 by Michael Budman and Don Green in Toronto, Ontario, the company has become synonymous with casual apparel, leather goods, athletic wear, and accessories. With its recognizable beaver logo, Roots has built a reputation as a symbol of Canadian identity, comfort, and outdoor-inspired fashion.
Origins and Early Growth
Roots began as a footwear company, initially focusing on negative-heel shoes, a style that became popular during the 1970s wellness movement. Working with the Boa Shoe Company in Toronto, Budman and Green’s unique footwear quickly gained traction. By the end of 1973, Roots had expanded beyond shoes, opening stores in Toronto, Vancouver, Montreal, and even the United States.
The brand’s rapid growth continued, and by 1977, Roots operated 65 outlets across North America and Europe. Alongside footwear, the company diversified into handbags, belts, and leather jackets, later expanding into sweatshirts, T-shirts, and casual apparel.
Brand Identity and Expansion
Roots established its reputation by blending quality leather craftsmanship with a distinctively Canadian aesthetic. The beaver logo, designed by Heather Cooper and Robert Burns in the late 1970s, became an enduring symbol. By the 1980s and 1990s, the logo adorned millions of garments under the Roots Beaver Athletics line, a casual collection that helped solidify the company’s mass-market appeal.
The brand also expanded internationally, especially in Asia, with stores in Japan, Taiwan, and China. By 2013, Roots had 75 outlets in Taiwan and 16 in China, though the company later scaled back its presence in Asia.
Olympic Legacy
One of the most defining aspects of Roots’ history was its association with the Olympic Games. Starting with small contributions in the 1976 Winter Olympics in Innsbruck, Roots became the official outfitter for Canada’s Olympic team in Nagano in 1998. The now-famous red berets worn by Canadian athletes became a global sensation, selling in the hundreds of thousands.
Roots went on to outfit not only Team Canada but also athletes from the United States, Britain, Norway, and Barbados in various Olympic years. However, in 2005, the Hudson’s Bay Company replaced Roots as Canada’s official Olympic supplier.
Business Shifts and Challenges
In 2001, Roots briefly ventured into aviation with Roots Air, a discount airline. The project lasted only a few months before being absorbed by Air Canada, marking one of the company’s most unusual business experiments.
Roots also faced challenges in the U.S. market. Despite opening multiple stores, the company eventually scaled back operations, closing most U.S. locations by 2020 while maintaining an e-commerce presence.
In 2015, Roots was sold to Searchlight Capital Partners, a private equity firm, though Budman and Green retained minority stakes. The company went public in 2017 on the Toronto Stock Exchange (TSX: ROOT).
Roots Today
Today, Roots operates over 100 stores in Canada and a smaller number internationally. Its flagship products include:
- Sweatshirts and sweatpants (iconic “Roots sweats”)
- Leather handbags and small goods
- Casual and athletic wear
- Home furnishings and accessories
Roots continues to position itself as a lifestyle brand rooted in comfort, nature, and Canadian heritage. The company has also emphasized sustainability and recycling programs, including free product take-back services.
Under the leadership of Meghan Roach, appointed CEO in 2020, Roots has focused on adapting to shifting consumer habits, particularly through online retail and targeted international partnerships.
Cultural Impact
Roots has grown far beyond clothing. It represents a Canadian identity that combines rugged outdoor spirit with urban casual comfort. From Olympic uniforms to the global popularity of its leather goods, Roots has left an indelible mark not just on fashion, but also on how Canada presents itself to the world.
