STAR POWER

Roots flagship store hosts major retrospective by acclaimed photographer George Pimentel focusing on celebrities

Since it opened in 2002, the Roots flagship store on Toronto’s Bloor Street has welcomed countless celebrities attracted to the legendary Roots sense of style, pizzazz and its longtime involvement with culture and the arts. Hardly a week goes by without at least one prominent entertainment figure coming into the store.

If there’s never a shortage of celebrities at Roots, the star factor will take on an added dimension next week. This thanks to a major new photo retrospective by Toronto-based photographer George Pimentel. The exclusive exhibit, entitled Five Seconds, showcases 85 celebrity portraits that will be on view on the second floor of the Roots store from August 31 until September 28.

Working primarily in black and white with his favourite Hasselblad camera, George has been documenting the stars over the past 13 years while traveling to red carpets around the world. A familiar face at film festivals such as Cannes, Sundance, Toronto, Venice, in addition to other major entertainment-related events (the Oscars, the Grammys, Juno Awards, Canada’s Walk of Fame, Much Music Video Awards) George’s easy-going approach to shooting photos allows him unprecedented access to celebrities.

“It’s a moment that I look for and it really only takes five seconds to get the shot,” says George, who is the main Canadian photographer for Wireimage, the largest celebrity photo agency in the world, and whose work often appears in major magazines in the US and Canada. “I took my first celebrity photo of Robert DeNiro back in 1993, and since then it’s been my passion. I don’t interfere in their business and I never hassle anyone. I just manage to capture the stars in their element.”

The exhibition, which is timed to coincide with the Toronto Film Festival, gives a true taste of the red carpet scene. Photos featured in the show include portraits of A-listers like Brad Pitt, Tom Cruise, Gwyneth Paltrow, Charlize Theron and Johnny Depp and dozens of others. There’s also a special portfolio of all-Canadian celebs - Jim Carrey at Canada’s Walk of Fame, Pamela Anderson at the Vanity Fair Oscar Party, and Sandra Oh walking the red carpet in Cannes.

MOVIE FOLKS UNSCRIPTED AT ROOTS

Roots store to be set/studio for AOL Moviefone’s on-line interview show during film festival

As Toronto gears up for its annual September celebration of film, Roots is preparing to host a series of special events connected to the 31st Toronto International Film Festival. Ideally situated next to where festival goers congregate, the Roots flagship store at 100 Bloor Street West will be a central focal point and meeting spot during the cinema extravaganza that runs from Sept. 7-16.

The celebrity quotient will be especially high on the second floor of the store (from the men’s leather department to the window) which will be converted into a set/studio for AOL Moviefone’s Unscripted. An online show, it features movie stars, directors and other celebrities interviewing each other without the presence of a formal host.
Over a four-day period starting Sept. 8, some 30 prominent actors will grill one another for the program that will be aired on the AOL website. Celebrities appearing on the show will also receive Roots-related give-aways.

Additionally, AOL has chosen the Roots store as the venue for a private party on September 10 for their company executives and various celebrities.

IN THE SPOTLIGHT

The Roots Lounge is sure to be a popular address for celebs during film festival
True to its longtime support of the Toronto International Film Festival, Roots will be well represented at the upcoming 10-day cultural event. As part of the Roots involvement in the festival early next month, the flagship store on Bloor Street will be the temporary home to various media initiatives and entertainment figures. The main focus will be the Roots Lounge, which the popular CTV entertainment news show eTalk will use for taping many celebrity interviews during the festival.

The Roots Lounge will be set up on the front part of the second floor of 100 Bloor Street and will be equipped with a bar, a DJ and a photo booth. Hosted by Ben Mulroney, eTalk airs three times daily on weekdays. Besides eTalk, CTV will also broadcast highlights from the interviews on its other media outlets including MTV and CTV Web.

The Lounge will also be used by the UK-based celeb-magazine Hello! which is launching a new weekly Canadian edition at the festival. The photographs shot at the booth will figure prominently in Hello!

To kick off the Lounge and their various festival-related activities, Roots, eTalk and Hello! are staging a lunchtime outdoor concert just behind 100 Bloor Street in the park on Belair St. on Sept. 7.

THE SPIRIT OF ROOTS

Just launched fragrance for men off to a srong start

This week marked the launch of the newest addition to the Roots fragrance family: Roots Spirit Man. A fresh, aquatic scent developed and distributed by Coty Inc., Roots Spirit joins the three existing Roots fragrance lines: Roots For Her; Roots for Him; and Roots Spirit Woman.

Canadian Olympic Gold Medalist in kayaking Adam van Koeverden, who is sponsored by Roots, will be starring in the advertising and promotional campaign for Roots Spirit alongside model Lauren Vanhoosear.

“Roots is a brand that I can easily relate to,” says Adam. “It has always embodied Canadian athletic spirit and strength of personal character, and the new Roots scent is no exception.”

The Roots Spirit Man packaging is as smooth and clean as the fragrance within. The bottle is square and modern while the external platinum and charcoal gray packaging provides a strong, masculine interpretation of Roots Spirit Woman.

“The initial reaction to Roots Spirit Man has been extremely positive,” says Jarar Kazmi, Director, Merchandise Purchasing and Flow, who coordinated the project on the Roots side with Rebecca Fernando, Merchandise Manager and Planner, Accessories. “This new fragrance is true to the aspects of Roots that people have come to know and appreciate. It’s a great addition to the Roots product mix.”

Along with the launch of the new fragrance, Roots is also re-introducing an assortment of additional Roots fragrances to select stores across Canada. In addition Coty representatives will be providing in-store training to sales associates in certain stores, and handing out testers to customers. – Sarah Foster

Roots Spirit Man collection will be available at select Roots stores across Canada, and also at Sears, The Bay, and major drug stores. Retail price: 30 ml Eau de toilette $30.

GUESS WHO JUST DROPPED IN

Taking attendance of special guests at Roots stores
Celebrities have long made a point of shopping at Roots. Here are the latest sightings of prominent figures from the world of entertainment and sports who visited Roots stores recently:

· Toronto (100 Bloor Street) – Band members from the rock group Foo Fighters bought items from the Roots men’s fall collection at the flagship store.
· Saskatoon (Saskatchewan) – Musicians Daryl Hall and John Oates of Hall & Oates bought a Roots men’s camp crew neck sweatshirt and two Laurier zip hoodies. They were served by Store Manager Nicole Poppleton.
· Beverly Hills (California) – American actor Ian Ziering, best known for his role in the television series Beverly Hills 90210 got himself a Roots Village Pack leather bag at the store.

ADDING WARMTH TO THE EQUATION

New posters for outlet store windows put the accent on sweaters

Next weekend, a bright new look in the windows of ‘Roots 73’ outlet stores will greet customers. Hot on the heels of the first-ever ‘Roots 73’ flyer launched last week (see Issue 52 of The Source), the new visuals for all 21 Roots outlet locations will spotlight the fall collection.
The photo shoot took place earlier this month in Toronto’s Sunnybrook Park with Senior Art Director/Photographer Ilich Mejia behind the lens. The theme is Roots warmth and the focus is on sweaters.

“The shoot was inspired by the beautiful natural surroundings of Sunnybrook Park,” says Shyrose Kassam, Director of Merchandising for the outlet stores. “The trees and log cabin there were a perfect setting to complement the cozy sweaters that ‘Roots 73’ is carrying this fall.”

The sweater collection is expected to be well received by customers thanks in no small part to the work of Katerina Maravelis, Buyer, Outlet Men’s and Boy’s and Michele Haugh, Buyer, Outlet Women’s, who did a superb job of putting together a range of versatile stylish knitwear that comes in 100% cotton or cotton blend yarns at great price points in fall’s key colours.

THE ROOTS TOP 10

A guide to the sounds of Roots for September
1. Roots Woman, Jimmy Cliff
2. Where Are We Going, Marvin Gaye
3. Wonderful World, Sam Cooke
4. Sun Is Shining, Bob Marley & The Wailers
5. Roll With It, Steve Winwood
6. Peg, Steely Dan
7. Dancing In The Moonlight, Van Morrison
8. My Cherie Amour, Stevie Wonder
9. Wonderful World, Beautiful People, Jimmy Cliff
10. Dirty Laundry, Curtis Mayfield and The Impressions
- Compiled by Davin Bujalski

MUSICAL ROOTS

This month, we spotlight Jimmy Cliff
As a long-time ambassador for the Jamaican sound, the music of Jimmy Cliff has weaved its way through the global pop scene and Roots culture for the past 33 years. Ironically, outside of reggae circles, he’s better known for his film appearances than his music. To this day, even Cliff himself believes he’s a better actor than musician.
He was born James Chambers in St. Catherine, Jamaica on April 1, 1948. Musically inclined as a child, he later changed his last name in his youth to Cliff to express the heights he intended on reaching.

In 1964, at age 16, Cliff was selected as one of Jamaica’s representatives at the World’s Fair in New York and received much praise for his infectious deep reggae grooves. After living in France and Britain, he released his debut album, Hard Road To Travel on Island Records founded by Chris Blackwell (a good friend of Roots) and looked to achieve mainstream success.
The song “Vietnam” from Cliff’s 1969 album Wonderful World was called the best protest song ever by Bob Dylan, who knows a thing or two about such matters. “Wild World”, a Cat Stevens cover, was an instant smash in 1970. Then tragedy struck, Cliff’s long-time friend and mentor Leslie Kong died suddenly of a heart attack in August 1971. One of the last projects Kong had been overseeing was the soundtrack to the movie The Harder They Come. The film did very well and helped push reggae music into the international spotlight and included some of Cliff’s greatest works “Many Rivers To Cross” and “You Can Get It If You Really Want” (both available on The Roots Of Reggae, Vol. 1)

The film also starred Cliff, but failed to bring him international acclaim. Island Records soon turned most of its attention to Bob Marley and Cliff soon left Island to sign elsewhere. He released many more albums with various labels and in 1985 his album Cliff Hanger won the Grammy for Best Reggae Recording. He returned to the charts in 1993 when his cover of Johnny Nash’s “I Can See Clearly Now” from the soundtrack to Cool Runnings entered the Top 20. (The Roots outfits were a hit at the 1988 Olympics while the story of the team forms the basis of Cool Runnings starring John Candy wearing his famous Roots jacket).
Cliff has more recently worked with Kool & The Gang, Sting and Wyclef Jean. - Davin Bujalski

To learn more about Jimmy Cliff: www.jimmycliffonline.com. To listen to his music: The Harder They Come, released 1972, Mango Records; The Ultimate Collection, released 1999, Universal Records.

SMARTENING UP

Two iconic names in Canadian business join forces on special promotion
Reflecting the great synergy between two major Canadian brands, Roots and Indigo Books and Music have teamed up together for a nationwide cross-promotional campaign that will be running for the next month. Called “Smarten Up,” the initiative is designed to encourage reading and Canadian literature.

As part of the campaign, all Roots customers that spend $75 or more will receive a $10 Indigo Gift Card which can also be used at Chapters and Coles bookstores in Canada. This went into effect last weekend. Staff at Roots stores who have been promoting this new initiative report that customers appreciate the Indigo gift card and intend to take advantage of it.
Starting next Friday, every- one who makes a purchase at Indigo, Chapters, or Coles will receive a one-time use 15% Roots discount card.

“This promotion is another great example of how our Roots team can work together and be creative while meeting tight deadlines,” says Barb Palmegiani, Vice-President, Finance, who coordinated the project on the Roots side along with Raymond Perkins, Director of PR/Special Events, James Connell, Director of E-commerce and Digital Marketing, Pauline Landriault, Director of Visual Planning and Store Development. “This project highlights how well we work with Indigo, and the great fit and synergy between the two companies. It’s really a win-win for all sides including the customers. Hopefully, there will be many other such initiatives in the future.”

In addition to the gift cards, participants can also log onto roots.com and enter the ‘Smarten Up’ contest online for a chance to win various prizes including a Roots wardrobe, a Canadian library from McClelland & Stewart, a holiday with Via Rail and Fairmont Hotels, and signed copies of Noah Richler’s new literary atlas This is My Country, What’s Yours?

It’s little surprise Roots and Indigo have teamed up on this initiative. Both leaders in their respective fields, they share common values for better living and promote great style and superb ideas. Both stand for an active, healthy lifestyle. Both have long promoted reading and literacy.

THE NUMBERS # 2

In the beginning...
It may have seemed a rather inauspicious debut for a new enterprise but it ultimately proved anything but. On August 15, 1973, when the original Roots store first opened for business on Toronto’s Yonge Street, it was stocked only with negative heel shoes.

By the time the day was out, a total of seven pairs of shoes had been sold. Each was priced at $35. Within a matter of weeks, customers would be lining up outside the store waiting to buy a pair of Roots shoes.

GREEN TIP

See the light! Make the switch to compact fluorescent light bulbs. Did you know if every American household replaced one standard incandescent light bulb with a fluorescent bulb, the energy saved would be equivalent to the energy generated by one nuclear power plant running full-time for a year?
Fluorescent light bulbs are now available in a compact form that can be used in standard household light fixtures and emit light that looks just like the light of a traditional incandescent bulb. Save energy by replacing your standard incandescent bulbs with compact fluorescent bulbs, which last about 13 times longer and use about one-quarter of the energy. Substituting a compact fluorescent light for a traditional bulb will keep a half-ton of carbon dioxide out of the atmosphere over the life of the bulb.
Provided by Zerofootprint, an innovative Toronto-based organization that helps companies and organizations reduce their environmental impact. See www.zerofootprint. net.

HEALTH TIP

Kept in the dark: Our energy levels during the day are directly related to the quality of sleep we get at night. To ensure that we sleep our deepest, our rooms need to be as dark as possible because the more light that our brain senses, the more alert it will be. To ensure the desired effect, use blackout blinds if necessary or an eyemask (which is also great to have when traveling on an extended trip by plane, train or bus).
Provided by Jeff Hirst, a professional trainer, co-owner of Training Zone, and a former Olympic diver. Jeff is an acclaimed sports instructor (who was the captain of the University of Toronto swim team) and is highly knowledgeable about health and fitness. He can be reached at trainingzone @hotmail.com

NEW AND NOTEWORTHY

LEATHER G5 IPOD VIDEO CASE
How to protect your iPod without breaking the bank


Made from premium glove soft leather, the Roots Equipment leather G5 iPod video case recently arrived in stores. It features a clear vinyl front panel to protect the LCD display while allowing access to all control functions and an unobstructed view.
A finger hole on the bottom makes it convenient to remove the instrument from the case and provides easy access to the dock connector. Additional details include leather/Velcro tabs to hold earphones when not in use and a leather-covered swivel belt clip to attach the case to a belt, purse or a backpack. Coordinated by Rebecca Fernando, Merchandise Manager, Accessories. Retail price: $15

TEK SOCK UNIVERSAL POUCH
Carrying accessories with ease and style
The Roots Fun Tek Sock Universal Pouch is sure to be one of the hot new Roots Equipment accessories for the upcoming season. Designed to accommodate a variety of products, its elasticized material can carry a cell phone, iPod Mini, MP3 players and digital cameras.
In stores as of last week, the sock comes in many fun colours like pink and green besides the traditional black. Additional details include a detachable neck strap making it convenient to attach the Tek Sock to a purse, backpack or belt loop. Coordinated by Rebecca Fernando, Merchandise Manager, Accessories.
Available in select Roots stores. Retail price: $6

FURRY BOOTS
Little feet never had it so good when the days are short
In stores this week, these Furry Boots for babies are inspired by the Nordic boots and come with a special faux-fur trim perfectly suited for the winter season.
Made from 100% polyester micro fiber fabric with a flexible rubber sole, the boots come with a good grip. They also include a side zip enhancing convenience.
Designed by Associate Designer for Babies Sarah Skinner, and coordinated by Merchandise Manager Marisa Battaglia, the Roots Furry Boots are sold in Roots stores in Canada and the United States.
Available in sizes 4-10. Retail price: $24.95