Roots conducts Beaver Day promotion
Toronto-based apparel company Roots has begun a promotion in association with the Nature Conservancy of Canada, timed to coincide with International Beaver Day on April 7. For a limited time, the retailer will sell a special co-branded line of clothing, with the profits being donated to the conservancy. The clothing displays wildlife illustrations by artist Heather Cooper, originally created for Roots in the 1980s.
“As our logo for more than 45 years, the beaver plays an integral role in the Roots brand story,” said Karen Zuccala, vice-president of marketing at Roots. “The beaver is emblematic of qualities we admire, most importantly being community builders. We continue to work to do our part to make our communities a better place, and we are excited to partner with NCC on this initiative. When seeking inspiration for the collection, we looked no further than one of the artists behind our logo, Heather Cooper.”