While the bottom line has been driving many companies to outsource their manufacturing to China, Canadian born Roots maintains it’s integrity. Making a point to keep a certain faction of their production on Canadian soil makes a statement that, these days, is quite powerful.
Roots was started in 1973, and with the beaver as its logo, it has always had an iconic branding that is proudly Canadian. When I was in grade school it was a status symbol to have a Roots varsity jacket and a co-collaborator of mine recently was showing off a pair of thrifted Roots Tuff boots as her prize find. Clearly, Roots has an element of nostalgia, and a reputation for quality for many Canadians – it’s that brand that you just had to have. I must admit that the appeal for me wore off a while ago however, my interest in the company was rejuvenated when I realized that they were still producing in Canada.
The open letter on the Roots website explains that the evolution of the marketplace, free trade and the increasing relevance of European and American retailers has led them to outsource some of their production overseas to remain competitive. However, Roots maintains their commitment to strong ethics and a code of conduct to which all their suppliers must comply with. They continue to produce leather goods in Toronto at a factory employing 200 people and intend to keep it that way. My interest in Roots has grown from childhood longing into respect for their values. I wish more companies would surprise me in this way.
I have that exact same jacket.