Diversity, Equality, Equity & Inclusion at Roots

Diversity, Equality, Equity & Inclusion begins with acknowledging that disparities do exist. We acknowledge this reality and want to be a part of the solution.

What is our aspiration?

Community, integrity, freedom, and being genuine are the values of our business and the compass that guides what we do every day. With these values in mind, we are committed to doing our part to help create a world that embraces individuality through respect, acceptance, representation, and empowerment. It is not just about doing the right thing. This commitment is fundamental to who we are and is integral to who we want to be in the future. We believe celebrating diversity leads to more imaginative design as well as more inclusive and innovative business practices. Most importantly, inclusion leads to more authentic relationships with our team, partners and customers.

Our ultimate ambition is to be, a preferred place to work for all, regardless of ethnicity, gender, sexual orientation, or ability, and an ally for social change and representation within the local and global communities in which we operate.

Where are we on our journey?

We are moving forward with a pledge to drive impactful and lasting change. We recognize that we still have a lot of work to do, but we are committed to the journey.

Below Are Some Of Our Early Efforts:

Learning and Dialogue

We acknowledge that becoming a true ally and supportive voice for Diversity, Equality, Equity and Inclusion (DEEI) requires us to continue to build from the inside out.


Across our senior management team, 60% self-identify as female, including a female CEO and CFO. Two members self-identify as a member of visible minorities, and another self-identifies as a member of the LGBTQ2S+ Community. In addition, we have a Board Diversity Policy in place. Currently, 22% of our Board of Directors is female, and 11% self-identify as a member of visible minorities or a member of other designated groups.

As further steps, we have implemented mandatory baseline educational tools across our organization. We are also an Employer Partner with Canada’s leading diversity and inclusion organization, the Canadian Centre for Diversity and Inclusion (CCDI). This partnership provides us with several benefits that will support us on our DEEI journey, including information, resources, toolkits and educational webinars and support all of which are available to the entire Roots team across North America.

We have also established a cross-functional Diversity, Equality, Equity and Inclusion Council, a broad employee-driven Diversity, Equality, Equity and Inclusion Committee and created a new DEEI Specialist role to progress our initiatives and commitments and facilitate listening and learning within our employee base.


We believe taking concrete action is essential to driving change, and as a longstanding brand with nearly five decades of history, we are taking our responsibility of leading by example very seriously.

We have recently signed two extremely important commitments

The Dear Everybody Agreement with the Holland Bloorview Kids Rehabilitation Centre in support of taking more purposeful steps toward greater inclusivity of individuals with disabilities in traditional media.


The Black North Initiative Pledge in commitment to actively working toward the removal of anti-Black systemic barriers that are negatively affecting the lives of Black Canadians in Corporate Canada.

Charitable Partnerships

We know that the true work in any underserved community is done by passionate community groups with feet on the ground, and we recognize the importance of supporting those who do.

Over the last two years, through a combination of product donations and funds raised through the sale of our made-in-Canada, non-medical face masks, we have donated more than $2 million to many well-deserving organizations. We are proud to be able to play a role in progressing the life-changing work they do.

Black Opportunity Fund

The Save the Children Logo

Black Opportunity Fund is a community-led registered Canadian Charitable organization, whose mandate is to dismantle anti-Black racism by establishing a sustainable pool of capital to fund Black led businesses and Black led not for profits and charities, in order to improve the social and economic well-being of Canada’s Black communities.

The Save the Children Logo

Save the Children’s National Reconciliation Program (NRP)

The Save the Children Logo

Through Save the Children’s National Reconciliation Program (NRP), we donated 13,000 made-in-Canada reusable face masks to First Nations in Manitoba and Ontario. With First Nations leadership, and built on principles of reconciliation, cultural humility and safety and collaboration, NRP focusses its programs in Canadaon reconciliation through a child-centred approach.

The Save the Children Logo


The Black Academy Logo

This year, a portion of the proceeds from the Roots Pride Collection, and Roots Reusable Masks will be donated to LGBT YouthLine: a Youth-led HelpLine providing peer support, resources and leadership opportunities to 2SLGBTQ+ youth across Ontario. Their work helps ensure youth of all sexual and gender identities are celebrated and supported.

Youthline Logo

Girls E-Mentorship (GEM)

The Black Academy Logo

Partial proceeds of our IWD collection will be donated to Girls E-Mentorship (GEM), a girls' program by girls, to overcome barriers as they transition into adulthood. Along with the donations, our CEO Meghan Roach and Emma Knight will be partnering with GEM as mentors.

Gem Girls

The Black Academy

The Black Academy Logo

Co-founded by Shamier Anderson and Stephan James, The Black Academy is dedicated to celebrating Black talent across Canada and inspiring generations to come through education, mentorship, and recognition. The Black Academy is a division of the not-for-profit B.L.A.C.K Canada.

The Black Academy Logo

The Black Coalition for Aids Prevention

Creates culturally relevant outreach and provides prevention and support services in response to the threat of HIV and AIDS in Toronto’s African, Caribbean and Black communities.

Brands for Canada

A nationally registered charity that supplies clothing, personal care, and houseware items to millions of Canadians living in poverty.

The Frontline Fund

Provides Canadian healthcare practitioners with the supplies, support and research funding they need to fight the COVID-19 public health emergency and to support northern communities and indigenous health.

Holland Bloorview Kids Rehabilitation Hospital

Provides care and support for kids with disabilities, kids needing rehabilitation after illness or trauma, and kids whose medical complexity requires a kind of care they cannot get elsewhere.

True North Aid

True North Aid

Is dedicated to supporting northern Indigenous communities in Canada through practical humanitarian support.

True North Aid
New Initiatives

We are excited to be launching the Roots Emerging Creators Project. the Roots Emerging Creators Project is a community-focused designer mentorship program that nurtures and gives exposure to emerging brands led by underrepresented creators. We will be sharing more information about the project and the application process in the coming months.

What is to come?

While we have taken important steps in amplifying our commitment to Diversity, Equality, Equity and Inclusion, these initial efforts are by no means our last. With deep commitment across our executive leadership team and throughout our entire organization, we plan to continue evolving our behaviour, taking action, and standing with the people who inspire us to be the meaningful and lasting change we want to see in the world.