Cabin in the City: Canada’s Iconic Brand Roots Opens an Experiential Store in Chicago
Do you remember the Salt Lake City Winter Olympics in 2002 when the hottest sartorial commodity worn by Team USA was the fleece berets? How about these classic images of David Bowie wearing a varsity jacket? Or perhaps you remember Drake closing an episode of Saturday Night Live back in 2016 donning a gray letterman SNL custom topper?
All these memorable pieces — and so many others — were created by Roots, Canada’s iconic leather and clothing brand, which also just happened to open its first store in Chicago. Synonymous with quality and comfort, Roots created an innovative retail space dubbed the Experiential Store and promises to immerse Chicagoans in the stories and experiences that have shaped the brand for more than four decades.
Roots was established in 1973 by Detroit-natives Michael Budman and Don Green. They were inspired by their experience of traveling from the city into the heart of Canada’s wilderness. What started from a little cabin in Algonquin Provincial Park, North of Toronto, has grown to become a global brand with more than 200 stores worldwide.
Roots Chicago is the eighth store the brand has in the U.S. and it is the largest retail space of Roots to date. It boasts 11,448 square feet and occupies two floors at 605 N. Michigan Ave., at the heart of Chicago’s Magnificent Mile.
“Chicago feels like a fit,” co-funder Don Green told me during the press preview of the space. “Michael and I grew up in Detroit, now we are in Toronto. Chicago is very similar to both. The weather is similar, and our products specialize in fall and winter apparel, and because we come from Canada we are experts in that type of climate. Chicago is also a multi-cultural city, much like Toronto, and people have very similar mentality here.”
Added Michael Budman, “This is the greatest store ever built.”
Why, you may ask? Let’s look inside.
Roots Chicago starts with an entryway similar of Algonquin Park, Roots’ beloved birthplace. Immediately to your left you see the Salt & Pepper “Sweatbar” which offers some of the brand’s most famous sweats. [Editor’s Note: The gray Chicago sweatshirt is so soft, so comfortable, it is to.die.for.] A leather lounge is right across and tells the stories of the company’s long history in handcrafting leather goods. Here you will also find items crafted from Horween leather, the famous Chicago leather company that dates back to 1905. In fact, in honor of the grand opening of Roots Chicago, Roots and Horween Leather Company collaborated on a limited-edition capsule collection of leather bags and accessories.
Head up to the second floor and find something for the kiddos, plus a whole section dedicated to all things Canada — from the bright red sweatshirts and tees, to the recognizable maple leaf splattered across shirts, it’s all about Oh, Canada. Around the corner is the Customization Workshop which allows consumers to embellish their sweats in-store with a wide variety of patches, monogram a wide selection of leather accessories and customize leather bags or an iconic Award Jacket – an emblem of Roots style handcrafted at the Roots Leather Factory in Toronto.
“The essence of the brand is the same today as it was in the beginning,” Green said. “The products have just improved, but they are as rugged and real as before.”
According to Budman one of the great things about Roots is that through their products the brand creates culture. “All the award jackets, with the dates, the initials — we are documenting things,” he said. “On the products you see the beaver, which is a proud and noble animal and he is sitting on foliage, which, [represents] Don and mine very environmentally conscious [approach.]”
Much like the beaver, Roots’ logo since 1985 — and an animal known as a community builder — the company has invested a lot over the years in building their community, locally. Hence the Roots Rec Hall on the second floor of the store, where local Chicagoans can come together to be inspired, connect and create. Bringing in some local flavor, the store features works by Chicago-based artists and craftspeople, including Mauricio Ramirez and Marco Miller. Over the years Roots has continued to foster meaningful relationships, including partnerships with Second City, the Remix Project and long-time friends of the brand, Horween Leather Company.
“We would love for the Chicago customer to come and experience this Experiential Store and become familiar with the breath of Roots and what we stand for. We really think there’s something for every walk of life in the store,” Green said. “Everybody has roots, we all come from somewhere. And everybody can relate to the name, and anyone who is into nature and urban lifestyle can find something in the store.”
In a world filled with fast fashion, it is wonderful to welcome a brand that is all about quality and longevity. And to echo Green’s sentiment, there is something friendly about the brand, it’s unpretentious, down to earth, strong and soulful. And we all need more of that.
Shop some of our favorite items by Roots, or hop on to their website to browse for more options.
