Roots Corporation, commonly referred to as Roots or Roots Canada, is a Canadian lifestyle brand recognised for its apparel, leather goods, footwear, and accessories. Established in 1973 in Toronto, Ontario, the company built its identity on themes of Canadian wilderness, craftsmanship, comfort, and an outdoors-oriented lifestyle.[1] From its origins as a small footwear business, Roots has grown into an internationally recognised fashion and lifestyle company with retail and e-commerce operations extending beyond North America.[2]

Store counts and international distribution are subject to change over time.[1]

Origins

The origins of Roots date back to the 1960s, when founders Michael Budman and Don Green met at Camp Tamakwa, a summer camp located in Ontario’s Algonquin Park. Their experiences in the Canadian wilderness significantly influenced their subsequent business philosophy. Seeking to create a company that captured the spirit of Canada’s outdoors while producing high-quality, comfortable products, they founded Roots in Toronto in 1973.[1]

The First Product: The Negative-Heel Shoe

Roots did not begin as a clothing company; its first major product was the Roots negative-heel shoe, introduced in 1973. This distinctive footwear featured a heel positioned lower than the toe, a design the company states was inspired by natural posture and comfort. The Sport Root Shoe launched on August 15, 1973, and became an immediate success, reportedly selling out by the end of that month.

The company opened its first store on Yonge Street in Toronto. From this initial focus on footwear, Roots expanded into leather goods, clothing, and other lifestyle products.[1]

As Roots grew, its identity evolved from a footwear manufacturer to a broader Canadian lifestyle brand. Several characteristics became central to its positioning:

• Canadian identity
• Connection with nature
• Outdoor recreation
• Comfortable everyday clothing
• High-quality materials
• Traditional craftsmanship
• Leather manufacturing
• Casual, timeless design

Rather than treating Canadian identity merely as a national symbol, Roots integrated it into the visual language and philosophy of its products. The company describes its concept as combining “cabin and city”, bringing the spirit of the Canadian outdoors into everyday urban life.[1]

One of the most recognisable elements of the brand is its beaver logo. The beaver holds a strong connection to Canadian identity and was selected for qualities Roots associates with the animal, including resourcefulness, industriousness, and community building. Official company history credits designer Heather Cooper with creating the iconic beaver artwork, which became integral to the brand’s visual identity in the 1970s.

This logo helped transform Roots from a clothing and footwear retailer into a distinctly Canadian cultural symbol.

Roots now offers a product portfolio far broader than its original footwear line.

Apparel

Roots produces clothing across multiple categories:

• Women
• Men
• Children
• Babies and toddlers
• Gender-free/unisex categories

Apparel offerings include T-shirts, sweatshirts, hoodies, sweatpants, jackets, sweaters, outerwear, and other casual wear.[2]

Salt & Pepper Sweats

Among the brand’s most recognisable products are its Salt & Pepper fleece garments. Characterised by a distinctive flecked appearance and soft texture, these items are closely associated with the Roots aesthetic. The company cites Salt & Pepper sweats as a signature product, emphasising their comfort and premium fleece construction.

Leather Goods

Leather remains a cornerstone of the Roots heritage. The company operates a Leather Factory in Toronto, where bags, jackets, and select accessories continue to be handcrafted. Roots notes that the factory has been operated by generations of the Kowalewski family, drawing on decades of leather-making expertise.[1]

Leather products include:

• Handbags
• Backpacks
• Wallets
• Belts
• Leather jackets
• Accessories
• Varsity jackets

The Varsity Jacket

The Roots Varsity Jacket is another significant heritage item. First introduced in 1979, it became synonymous with the brand’s leather craftsmanship and Canadian identity. Classic varsity jackets continue to be designed and handcrafted at the Toronto Leather Factory.

Footwear

Although Roots has expanded well beyond its original shoe business, footwear remains part of its range. The category holds historical importance as the negative-heel shoe was the product that established the brand in 1973.

A key component of Roots’ market positioning is its association with “Made in Canada.” The company continues to manufacture select products domestically, particularly leather goods. Roots states that its Toronto Leather Factory employs traditional techniques and skilled craftspeople, with individual leather bags passing through the hands of more than ten artisans during production.

It should be noted that not all Roots products are manufactured in Canada. The company operates a global supply chain for its broader assortment while maintaining domestic manufacturing for specific heritage and leather items.[1]

The Roots brand philosophy is anchored in four core ideas:

1. Canadian Identity

Canada serves as the foundation of the company’s origin story rather than a superficial marketing theme. The founders’ experiences in Algonquin Park directly influenced the creation of the brand.

2. Nature

The Canadian wilderness is a recurring source of inspiration. Forests, lakes, cabins, outdoor recreation, and the broader concept of connecting with nature are deeply embedded in the brand’s visual and cultural identity.

3. Comfort

Roots has historically prioritised comfortable, durable everyday clothing over seasonal or trend-driven fashion. Sweatshirts, fleece, sweatpants, and relaxed casualwear are central to this identity.

4. Craftsmanship

Leather production and traditional manufacturing reinforce the notion that Roots products are durable, carefully made, and connected to skilled craftsmanship.

Roots articulates its brand experience through the concept of being “At Home With Nature™.” This reflects an effort to combine everyday urban life with the values and feeling of Canada’s outdoors.[2]

This positioning places Roots between several categories:

outdoor brand → casualwear brand → fashion brand → Canadian cultural brand.

Rather than functioning purely as a technical outdoor equipment provider, Roots draws inspiration from outdoor culture and translates it into everyday lifestyle products.

While strongly identified with Canada, Roots has developed a substantial international presence. Corporate materials describe operations in Canada and the United States, alongside partner-operated stores and retail/e-commerce distribution in Asia and other international markets. Online business has further extended the brand’s reach beyond Canada.[2]

The international strategy has been particularly significant in Asian markets, where Canadian identity and distinctive heritage help differentiate Roots from conventional global fashion labels. The company has reported having more than 100 partner-operated stores internationally in addition to its Canadian retail network, though exact figures vary as the network evolves.[1]

The operating entity is Roots Corporation, which conducts business under the Roots and Roots Canada names. Headquartered in Toronto, it is a Canadian corporation whose international activities include brand licensing and distribution through subsidiaries and partners. Roots is publicly traded in Canada under the ticker ROOT.[2]

Roots celebrated its 50th anniversary in 2023. The milestone was officially marked on August 15, 2023, exactly 50 years after the opening of its first store. To commemorate the occasion, the company launched limited-edition collections, collaborations, and a content initiative called Roots Stories.[2]

The anniversary highlighted the brand’s longevity and its retention of founding themes: Canadian heritage, nature, comfort, craftsmanship, and community.

Roots occupies a distinctive position in Canadian culture. For many consumers, it transcends the role of a clothing retailer; its logo, sweatshirts, leather goods, and Canada-themed products serve as visual representations of national identity.

Its appeal stems partly from avoiding stereotypical outdoor imagery. Instead, Roots presents Canada as a combination of:

wilderness + cities + craftsmanship + casual living + community.

This aligns with the company’s description of its evolution from an Algonquin Park-inspired business into a global brand combining cabin and city culture.

Roots can be understood through its relationship to multiple categories:

This hybrid positioning has enabled Roots to maintain a recognisable identity for decades.

The visual identity of Roots is simple yet highly recognisable. Principal elements include:

• The beaver emblem
• The “Roots” wordmark
• Earthy and neutral colour palettes
• Canadian imagery
• Natural textures
• Leather
• Fleece
• Outdoor photography
• Cabin and wilderness references

The beaver emblem is particularly significant as it immediately communicates the brand’s Canadian origins.

Roots has established corporate policies regarding responsible sourcing and labour standards. In recent modern-slavery reporting, the company outlined programmes intended to identify and mitigate risks involving forced labour, human trafficking, and child labour within its supply chain, alongside efforts to improve working conditions.

These environmental and social responsibility policies represent a broader corporate responsibility framework distinct from the brand’s outdoor aesthetic.

After more than five decades, Roots’ primary achievement is the creation of a recognisable Canadian lifestyle identity rather than merely a clothing label. Beginning with two entrepreneurs, a negative-heel shoe, and a single Toronto store, it has developed into a brand encompassing apparel, footwear, leather manufacturing, accessories, retail, e-commerce, and international licensing.[1]

Its enduring identity can be summarised as:

Canadian roots + nature + comfort + craftsmanship + community

This combination distinguishes Roots from conventional apparel retailers and explains its continued association with Canadian culture more than 50 years after its founding.

1. Our Story | Roots
2. Investor Home – About Roots, Roots