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ROOTS LAUNCHES EFFORT TO HELP CARIBBEAN HURRICANE VICTIMS
October 8, 2004


Deeva Green, (left), and Alex Budman at work beside the ROOTS flagship store in Toronto, raising funds for relief efforts for Caribbean hurricane victims.

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TORONTO - The teenaged daughters of the Roots co-founders are behind a new initiative to assist victims of the recent hurricanes in the Caribbean countries of Jamaica, Haiti and Grenada.

Alex Budman, 13, and Deeva Green, 15, were horrified when they saw on television the terrible suffering and damage caused by the recent hurricanes that devastated the Caribbean region.
They both decided they wanted to find a way to help.

“When Deeva and I saw what happened to people because of the hurricanes, we felt terrible,” said Alex, a Grade 8 student and daughter of Roots Co-Founder Michael Budman. “We’ve been fortunate to travel in the Caribbean in the past and we love these countries. Because we feel so connected to the area, we wanted to do something to help people there.”

Alex and Deeva created special leather bracelets which they are now selling at Roots stores to raise money for humanitarian supplies for victims in Jamaica, Haiti and Grenada where hundreds of people were killed and countless thousands more left homeless by the hurricanes.

The three bracelets, each selling for $5, are designed in the national colours of each country with the inscription “I ♥ Jamaica” or “I ♥ Haiti” or “I ♥ Grenada”.

Alex and Deeva launched the campaign at the Roots flagship store in Toronto on Thursday evening (Oct. 7. 2004), setting up a stand beside the store entrance with signs and the flags of the three countries. They explained to passersby how 100 percent of the proceeds will go to the Canadian Red Cross which is helping with relief efforts in the Caribbean. In several hours, Alex and Deeva sold some 120 bracelets, raising $600 for the cause. With their charm and enthusiasm for what they’re doing, the girls plan to hold similar sales in other Roots stores throughout the fall with the goal of raising $10,000 by Christmas.

“The reaction of people we spoke to was extremely positive,” says Deeva, a Grade 10 student, and daughter of Roots Co-Founder Don Green. “Based on the incredible response so far, we’re going to make even more bracelets. It’s important that people see that each person can make a difference when it comes to helping others who have suffered so much. Alex and I felt this was a good way to try to help.”

The Roots flagship store, located at 100 Bloor Street West, is now selling the bracelets, although sales clearly pick up when Alex and Deeva are there to spearhead the effort.

“Michael and I feel very connected to the three countries and extremely saddened by the devastation that took place there in recent weeks,” says Don Green. “We’re very proud of our daughters taking this initiative, putting their time into such a worthy cause. We’re happy to use the Roots resources and our stores to help make this happen.”


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For further information, contact:
Robert Sarner, Director of Communication and Public Affairs
416-781-3574 ext 4280
E-mail: rsarner@roots.com

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