All Profits from the Canadian-made, Heather Cooper-designed, Limited Edition
Roots x NCC Collection Will Support the Protection of Canadian Wildlife
TORONTO, April 4, 2019 /CNW/ - Roots ("Roots," "Roots Canada") (TSX: ROOT), a premium outdoor lifestyle brand, is celebrating International
Beaver Day, April 7, launching a limited edition t-shirt collection with 100 per cent of the
Canadian profits being donated to the Nature Conservancy of Canada ("NCC"). Honouring
Canada's most emblematic animal and Roots beloved logo, the Cooper Beaver as well as other
iconic Canadian wildlife, the collection features archival artwork from Canadian design trailblazer, Heather Cooper.
International Beaver Day recognizes the important role that beavers play in the Canadian ecosystems. Beaver ponds provide
habitat for wildlife, improve water quality and can help to reduce the impacts of climate change. Once near extinction, the
beaver is now one of Canada's most triumphant conservation success stories due to the
introduction of laws to conserve wildlife and the establishment of Canada's first protected
areas, such as Algonquin Provincial Park, the birthplace of Roots.
"As our logo for more than 45 years, the beaver plays an integral role in the Roots brand story," said Karen Zuccala, VP Marketing, Roots. "The beaver is emblematic of qualities we admire, most importantly being
community builders. We continue to work to do our part to make our communities a better place, and we are excited to partner with
NCC on this initiative. When seeking inspiration for the collection, we looked no further than one of the artists behind our
logo, Heather Cooper."
Designed and made in Canada, the collection features images of a beaver, grizzly bear and common loon, originally created
for Roots by Cooper in the 1980s. Starting on International Beaver Day, April 7, until Earth Day,
April 22, the Roots x NCC Collection will be available in select Roots stores across
Canada, online at www.roots.com/NCC, as well as at Roots partner-operated stores in Taiwan and
Hong Kong, with profits being donated to the Nature Conservancy of Canada to help support wildlife habitat conservation.
"The beaver is a powerful success story highlighting that conservation works, and our actions to protect wildlife today will
benefit Canada and Canadians in the future," said Dan Kraus,
Senior Conservation Biologist, NCC. "Nature is an important part of our national identity, and we're proud to be partnering with
Roots to conserve Canada's wildlife."
Famed Canadian artist and long-time friend of Roots, Cooper is a nature-inspired artist, well-known for her intricate
paintings of the natural world. Recently featured in Greg Durrell's Design Canada, a documentary film celebrating the golden era of Canadian graphic design, Cooper discusses the
inspiration behind, and the design process involved in, the Roots logo. To watch, click here. The feature-length documentary film, Design Canada, is available to
rent or purchase on iTunes.
About Roots
Established in 1973, Roots is a premium outdoor lifestyle brand. We unite the best of cabin and city through
unmistakable style built with uncompromising comfort and quality. We offer a broad range of products that embody a comfortable
cabin-meets-city style including: women's and men's apparel, leather goods, footwear, accessories and kids, toddler and baby
apparel. Starting from a little cabin in Algonquin Park, Canada, Roots has grown to become a
global brand. As of February 2, 2019, we had 114 stores in Canada,
seven in the United States, 117 partner-operated stores in Taiwan, 37 partner-operated stores in China, and a global eCommerce
platform. Roots Corporation is a Canadian corporation doing business as "Roots" and "Roots Canada".
Forward-Looking Information
Certain information in this press release contains forward-looking information. This information is based on
management's reasonable assumptions and beliefs in light of the information currently available to us and are made as of the date
of this press release. Actual results and the timing of events may differ materially from those anticipated in the
forward-looking information as a result of various factors. Information regarding our expectations of future results,
performance, achievements, prospects or opportunities or the markets in which we operate is forward-looking information.
Statements containing forward-looking information are not facts but instead represent management's expectations, estimates and
projections regarding future events or circumstances. Many factors could cause our actual results, level of activity, performance
or achievements or future events or developments to differ materially from those expressed or implied by the forward-looking
statements.
See "Forward-Looking Information" and "Risk Factors" in the Company's current Annual Information Form for a discussion of the
uncertainties, risks and assumptions associated with these statements. Readers are urged to consider the uncertainties, risks and
assumptions carefully in evaluating the forward-looking information and are cautioned not to place undue reliance on such
information. We have no intention and undertake no obligation to update or revise any forward-looking statements, whether as a
result of new information, future events or otherwise, except as required by applicable securities law.
SOURCE Roots Corporation
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