NOTHING LIKE A GREAT SWEAT

New initiative showcases the most advanced Roots fleece collection ever

The look of the new season is all about layering and making sweats an important part of it. To herald the onset of the early fall fashion craze, Roots is putting the spotlight on one of its main cornerstones, fleece, with the aim of making sweats the most sought-after clothing for the new season.

“Fleece is to Roots like denim is to Levis,” says Product Development Coordinator Syd Beder. “The new Roots Back-to-School sweats are set to make fleece the ultimate preferred alternative to denim.” Syd has assisted the combined forces of the Design Team and the Art Department in developing the new sweat-focused campaign.

Roots has long produced sweats but this time it’s different. On the style side, the men’s and women’s design teams have gone farther than ever in studying details, re-examining the making of sweats and observing customer preferences. In the process, they’ve created a softer-feeling product and have introduced value-added features to the fall styles never before seen at Roots. With each detail given close scrutiny, this is the most well thought-out collection and offers customers more depth and greater selection than in previous years.

It’s all happening at a time when sweats in general are enjoying a renaissance of sorts. The Globe and Mail Style section recently declared that “tight is out” in terms of the latest fashion trends and praised the sweat look as “schlump chic.”

“Roots is the definitive leader in this area,” says Syd. “We also give the best value in fleece but we’re not content to rest on our laurels and that’s why we’re taking our sweat program to a new level.”

New fashion colours have been introduced to Roots sweats like the currently available Bella (a shade of purple), port (dark red), forest green and Tofino (teal) colours for August. These new colours, introduced every month, complement the basic colour range like heather grey and black, which will be available throughout the fall and holiday seasons.

Special emphasis has been put on sweatpants in terms of quality and styling. Though traditionally a men’s sweat, this pant is also a big hit among women, especially in younger age groups. Many women value pockets and find this comfortable style featuring the non-bulky additions an ideal option to achieve the much sought-after laissez-faire look.

Emphasizing the back-to-school style, the fall sweats come with some characteristic collegiate branding with campus-inspired appliqués and print details giving the collection an athletic feel.

To support the fleece initiative, a new ad campaign will kick off late next week. It will include large store-window posters featuring headlines such as “Nothing like a great sweat” and “Anatomy of a great sweat ”. The latter slogan is based on the first-ever Roots ads in 1974 that appeared shortly after the business began. Its headline was the “Anatomy of a Root” and explained the various features of the then little-known Roots negative heel shoe.

Beginning this month, the Roots sweat campaign will also include various related planned initiatives. In the next few weeks, Roots stores will promote literacy - and offer discount cards and great prizes - with a cross promotional campaign with Indigo bookstores. Stay tuned to The Source for more details in the next week’s issue.



FOR HIM
Among the sweat styles in the early fall collection is the Roots Cooper Basic men’s sweat pant. Based on feedback from customers and after observing buyer preferences, the men’s product development team added seam pockets to the new sweat pants. This is done with the introduction of side seams to the pants (not incorporated previously). The pockets lie flat without adding any extra bulk and are reinforced with Roots-branded twill tapes at the edges.

Other new additions include Roots-branded twill drawstrings at the waist and an outside back label attachment. The pants are garment-washed and boast very low shrinkage.

FOR HER
Among sweats for women, there is a choice of many low-waist pants cut to ladies sizes.

Other women’s styles include premium hoodys and sweat tops with details such as faux-fur lining, Sherpa-lined hoods and bodies and enzyme and garment washes. More details include woven plaid linings, sweater knit inserts, printed hoods, printed bodies such as lumberjack, plaid and camouflage prints and the introduction of a new cozy suede fleece fabrication on the classic fleece hoody available in a zip and non-zip option (see image above).

Upcoming sweats also include organic styles inspired from the current organic tees available in stores.