Roots Celebrates Female Strength and Empowerment with Launch of Limited-Edition International Women’s Day Collaboration Collection

Roots x Emma Knight, International Women's Day 2021 limited-edition collaboration collection (CNW Group/Roots Corporation)

Roots partners with accomplished entrepreneur and acclaimed author Emma Knight to release a limited-edition collaboration collection. Roots will donate a portion of proceeds from the Collection to Girls E-Mentorship organization ( “GEM”)

TORONTOMarch 1, 2021 /CNW/ – Roots (“Roots,” “Roots Canada” or the “Company”) (TSX: ROOT), a premium outdoor-lifestyle brand, partnered with award-winning entrepreneur, national best-selling author, wife and mother-of-two, Emma Knight to release Roots x Emma Knight, a limited-edition collaboration collection in honour of International Women’s Day. Roots will donate a portion of proceeds from the Collection to GEM, a program developed for girls by girls, to help overcome barriers in the transition to adulthood.

“I am honoured to work with a brand I so admire on this unique collection for International Women’s Day,” said Emma Knight. “In a year when women’s participation in the workforce has slid back significantly, it is important to remember that lasting change takes intergenerational effort. GEM supports this effort by building bridges across generations and reducing barriers to opportunity through mentorship. I am excited to partner with them on this project and as a mentor.”

The Roots x Emma Knight collaboration celebrates female strength, empowerment and leadership and takes a purposeful #ChooseToChallenge approach towards outdated definitions of femininity. Inspired by Emma’s time working and living in Paris, France, the Collection features French phrases and their English translations, showcasing powerful words that are grammatically feminine, yet are rarely considered synonymous with femininity. Available at starting March 1, 2021, the Roots x Emma Knight collection includes an organic cotton tote, a made-in-Canada t-shirt and a leather wristlet.

“As an iconic Canadian brand and a female-led, publicly-listed company on the Toronto Stock Exchange, Roots is committed to doing its part to help narrow the gender equality gap,” said Meghan Roach, President and CEO, Roots. “The development and empowerment of our youth play an important role in creating the next generation of women leaders. Mentorship and sponsorship also remain essential to giving young women the tools and support they need, as they grow in their careers and life. Through our collaboration with Emma, we are seeking to honour female strength and perseverance, and I am thrilled to be supporting GEM with the collection. As a mother of two young girls, I am also looking forward to being a mentor in the program.”

Roots will donate a portion of proceeds from both the Roots x Emma collection and its March made-in-Canada mask sales to GEM. As an organization dedicated to creating mentorship opportunities for girls, GEM helps the next generation of woman leaders develop professional skills, pursue higher education and build successful career paths. Roots President and CEO, Meghan Roach, and collection collaborator, Emma Knight, are joining the organization as volunteer mentors.

“We believe that women mentoring girls is essential in fostering the success of the next-generation and critical to creating gender equity in Canada,” said Rochelle de Goias-Jackman, GEM Founder and Co-chair. “We are excited to be working with Roots and to be welcoming incredibly accomplished and inspiring mentors, Meghan and Emma, to our program.”

Roots is committed to doing the work, taking meaningful action, and being accountable in all aspects of Diversity, Equality, Equity and Inclusion (“DEEI”). To read more about Roots initiatives in support of DEEI, please follow the link.

SOURCE Roots Corporation

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