Roots x NCC Collection
At Silver Lining, we’re passionate about the creation of strategic partnerships. We believe that with the right brand by your side, collaborations provide the opportunity to forge meaningful connections with prospective customers—and under certain circumstances, make a difference on the national stage.
Such was the case in April 2019, when we facilitated a pairing between Roots, an iconic Canadian retailer, and the Nature Conservancy of Canada (NCC), the country’s largest national land conservation organization. Together, the partners would mark “International Beaver Day” with the release of a limited-edition t-shirt collection, with proceeds donated to the NCC.
The tees featured artwork from famed Canadian artist Heather Cooper, who drafted the original designs for Roots, and its iconic beaver, in the 1980s. The shirts displayed the beaver, bear and loon; and shared facts on the changes environmental impact has had on these species, and also successes that have been made in preserving their habitats.
The NCC’s International Beaver Day provided an opportunity for the agency to recognize the starring role of this rodent in maintaining Canadian ecosystems—and the chance for Roots to celebrate the animal’s part in its brand story.
“The beaver provides a powerful success story that conservation works and our actions to protect wildlife today will benefit Canada and Canadians in the future,” said Dan Kraus, Senior Conservation Biologist at the NCC. “Nature is an important part of our national identity, and we’re proud to have partnered with Roots to conserve Canada’s wildlife.”
“The beaver is emblematic of qualities we admire, most importantly being community builders,” added Karen Zuccala, the VP of Marketing for Roots. “We continue to work to do our part to make our communities a better place, and we are excited to have partnered with NCC on this initiative.”
The collection was available from April 7, 2019 (International Beaver Day) to April 22, 2019 (Earth Day), and was sold in select Roots stores across Canada, at partner-operated stores in Hong Kong and Taiwan, and online. All profits were used to support wildlife habitat conservation.Back To The News