Roots Canada has partnered with Canadian fiction writer and multimedia artist Douglas Coupland on a limited-edition clothing and accessory collection that will launch July 8, marking the first time the retailer has asked an outside designer to have a hand in creating a collection.
Roots co-founder Michael Budman, who started the company with Don Green 37 years ago, described the line as: “Pop art. Contemporary. Colourful. Futuristic, and very energetic.”
“Roots is generally thought of as acoustic, and this project is electric,” said Budman.
The collection includes bright plaids, shirts and dresses with the television test pattern grid, beavers and a pixilated maple leaf.
“For more than 10 years I’ve been intimately exploring what it means to be Canadian,” said Coupland in a release. “This partnership with Roots is an amazing opportunity to keep that dialogue going with an even wider, more diverse audience.”
Prices range from $3.99 to $1,973 for a limited-edition silver leather “Centennial” jacket that is hand signed by the artist and incorporates some of the collection’s icons.
Roots Facebook fans can pre-purchase select items from the site on June 18.
“Our fans on Facebook have become an essential asset to us in our PR and marketing efforts,” said James Connell, senior director, e-commerce, digital marketing and new media Roots Canada, Ltd.
“This exclusive advance access to our limited edition collection is a small way we are able to recognize our Facebook fans and reward them for their contribution to our brand,” he said.
The Facebook page will also provide fans with tools to promote the collection to their friends.
“We expect this will assist us building excitement and anticipation for the official upcoming launch date for the line, in addition to further establishing Roots as a preeminent digital retailer in Canada,” said Connell.
Roots worked with producer Anthony Green to develop a series of video episodes that examine Coupland’s thoughts on a variety of topics including Canadian identity today, the creative process and the future of fashion.
The videos will be posted at Roots.com/DouglasCoupland developed by Texas-based Farstar.
