Canadian clothing brand Roots has announced the relaunch of Beaver Canoe, a spinoff brand that throws us back to the ’80s. The relaunch includes a line of t-shirts, sweats and accessories branded with the spinoff’s iconic logo.
Roots was founded in 1973 by Michael Budman and Don Green, who grew up attending Camp Tamakwa in Algonquin Park. Both of them worked as staff members and attended the camp throughout their tenure.
Just seven years after its initial launch, the brand introduced Beaver Canoe, which acted as the brand’s outdoor-focused line. The brand started as a canoe manufacturing company, created by Camp Tamakwa’s co-founder Omer Stringer. Budman and Green financed the company at first, then took full control of the brand and transformed it into the instantly iconic camp-inspired apparel that was still a novelty at the time. Pieces boasted a diamond-shaped logo with Roots’ staple branding found within the white lines.
Beaver Canoe was phased out by the ’90s as popularity decreased, but it was first brought back in the 21st century ten years ago to celebrate the line’s 30th birthday. The label was sold under Target Canada and sold out soon after its launch, although vintage pieces were and still are available across online marketplaces. This summer, Beaver Canoe celebrates its 40th birthday and it’s back with a bang.
The collection is available for all genders and ages, even offering collectibles among Roots classics. As always, cotton-based products are on full display including their highly regarded sweatpants, hoodies, crewnecks and practically everything else under the sun. Among the pieces are a yellow branded water bottle and a small, sweater-wearing beaver plushie.
It’s a good time for nostalgic clothing lines, especially those hearkening back to the ’80s and ’90s – countless brands are taking note of the retro trend and trying to get in on the action. It’s also a good time for Roots, as the company is on the heels of a pandemic recovery. Roots reported a 15.3 per cent increase in sales from $37.3 million in the first quarter of 2021 to $43.1 million in the first quarter of 2022.
The increase is partially due to the full openings of all Roots stores this year – only about 70 per cent of all Roots stores were open this time last year during the pandemic.
Beaver Canoe is currently available on the company’s website in a full-size run, along with select pieces in-store. If you snag a piece, you can match with your dog – Beaver Canoe toys, apparel and accessories have still been in production with PetSmart Canada since 2017!