NOTHING LIKE A GREAT SWEAT

For nearly a quarter century, Roots has been a leader in the field of fleece. As Product Development Coordinator Syd Beder put it so aptly in the summer: “Fleece is to Roots like denim is to Levis.” But Roots knows better than to rest on its laurels and this year focused on taking its sweats to a new level of quality.

To that end, the design teams for both men and women created the most advanced collection ever. On the style side, they re-examined the making of sweats and observed customer preferences. In the process, they’ve created a softer-feeling product and introduced value-added features to the fall styles never before seen at Roots.

With each detail given close scrutiny, it was the most well thought-out collection and offered customers more depth and greater selection (including new fashion colours) than in previous years. Emphasizing the back-to-school style, the fall sweats came with some characteristic collegiate branding with campus-inspired appliqués and print details giving the collection an athletic feel.

The innovations and the ad campaign supporting the collection came at a time when sweats in general are enjoying a renaissance of sorts.